How Can A Communications Audit Help You?
Organizations communicate in two directions: internally to staff and externally to clients, customers, shareholders, stakeholders, the media. Faulty internal communications can lead to mistakes, discouraged and unhappy staff, employees leaving the company. Poor external communications can jeopardize image and sales. It really is that simple. Any overall management strategy needs a communications plan or the whole operation might fail.
A communications audit analyzes an organization's practices to reveal how effective they are-throughout a whole company or in specified parts of the organization. It can pinpoint problem areas such as frequent misunderstandings, information blocks, information lacks, information duplication, misrepresentation. An audit could be part of a periodic health check but it is especially helpful at a time of change: a merger or acquisition, launch of a new product or service, entry into new markets, for example.
The exact nature of the audit will depend on the type of organization and its particular needs and problems. But it will certainly aim to identify target audiences: the external audience will have different needs from an internal one. It will need to identify the key messages that need to be communicated and the channels that exist for conveying them. It will look not only at the communications that the organization makes but also how it receives them.
But what might be going wrong, with external communications, say? Let me give an example here. My husband is a shareholder in a building company. Every year it produces a glossy Annual Report that it sends to shareholders. The report is extremely detailed and full of lavish photographs. It clearly costs a lot to produce and distribute. This makes my husband very angry. He doesn't want to read the full report and resents the money that is wasted on producing and sending a document that goes straight in the bin. What he would like is a leaflet summarizing the salient points about the company's performance and changes. Does the company realize that some shareholders feel this way? It is important to bear in mind that most shareholders are not able to attend shareholder meetings and may not know how to make their views known. This company has a two-way problem. The communications it sends out are wrong for some shareholders but it has not thought about a way of creating a channel for the shareholders to give their feedback. It is thus breaking a fundamental rule of effective communications: you must have feedback.
Or take an internal issue. The HR department of a company gives out a detailed instruction manual to new employees. Yet many of the newly hired people seem completely lost during their first weeks. Why might this be? Well, in the first place, the employees are mostly involved in manual work. They are not used to reading chunks of written material. Most of the manuals lie unopened in their lockers. A buddy scheme of some kind would probably be a much better way of easing the new people through the first weeks.
Another example comes from a small company in which everybody was under pressure to meet deadlines. The director of the company made a habit of telephoning staff for briefings at lunchtime because he knew they 'weren't busy' then. But that was the point. They were having lunch. The amount of resentment he caused by this policy of disturbing people during the precious few minutes they had to relax was enormous.
Communicating is a complex process with potential pitfalls at each stage. Is the message clear? Is the medium for transmitting it appropriate? Has the recipient actually received it? If so, has it been understood? Has it had the desired effect? Does the recipient have a channel for feedback? Can the recipient understand how to provide the feedback? The old metaphor of the Chinese whisper holds true. You thought you said one thing but when you check you find that a totally different message was actually received.
The audit is a systematic approach that forces an organization to look at what it is really doing as opposed to what it believes it is doing. The audit will look at the people who send and receive messages; the means of communicating-which extend beyond the obvious use of the telephone, meetings, conferences, e-mail etc. to encompass dress code, office layouts, desk-tidy policies-in order to build up a comprehensive picture of what is happening. Every aspect of communication provides another piece of the jigsaw and, once this is complete, you have the basis for an evaluation.
The evaluation report will consider attitudes towards the communications (do people look forward to meetings or consider them a waste of time?); it will look at the needs of different groups (the most appropriate way to deliver training, for example) and it will provide evidence of any problems that need to be addressed.
However, it is important to evaluate the audit within a relevant framework. For this reason, key people will have to clarify the purpose for the organization's existence, its cultural values and its identity. For example, the communications strategy for a budget airline will be very different from one which targets business executives. The two companies will have different purposes, values and identities. They will know exactly who uses their service and why. They will also understand the key frustrations of their customers and must ensure they can use communications to deal with those frustrations effectively.
The audit is thus a valuable tool for enhancing internal motivation, loyalty and efficiency and for beefing up market position. It can be handled internally but there are also benefits from using an external consultant. Employees might feel inhibited about expressing their real view to another company member, whereas an outsider, who guarantees their anonymity, will be less of a threat.
Brenda Townsend Hall is a writer and trainer in the fields of communications and cross-cultural awareness. She is an associate member of the ITAP International Alliance: http://www.itapintl.com/
Latest News
Single Source Introduces New Advanced Quote Management (AQM)(TM ... MarketWatch - All functions seamlessly integrate to the inherent back-office financials, inventory, purchasing and management reporting functionality of SM-Plus-meeting ... |
 BBC News | ECONOMIC REPORT Global manufacturing gauges collapse in November MarketWatch - ... of price pressures hit an all-time low, according to a survey of corporate purchasing managers released Monday by the Institute for Supply Management. ... Manufacturing index drops to 26-year low Manufacturing index at 26-year low Manufacturing hits 26-year low |
 HispanicBusiness.com | Construction Spending Reflects Economic Slowdown New York Times, United States - The Institute for Supply Management’s monthly index of manufacturing activity fell to 36.2, from October’s 38.9. The reading is worse than Wall Street ... October construction spending drops 1.2 percent US manufacturing weakest since 1982 Construction spending fell again in October |
 WCBD | Price Tags on Partridges and Pear Trees: A Different CPI New York Times, United States - By Catherine Rampell For the last 24 years, PNC Wealth Management (or its predecessor, Provident Bank) has released this whimsical index, a measure of the ... Video: 12 Days of Christmas' Items Would Cost $86,609 '12 Days of Christmas' items would cost $86609 Twelve Days of Christmas would cost $21000 |
AGC and LCM Declare Dividends MarketWatch - a diversified closed-end management investment company, has declared its December monthly dividend of $0.0664 per share, reflecting a reduction of $0.0286 ... AGC and LCM Declare Dividends Madison Strategic Sector Premium Fund (MSP) Declares Quarterly ... PPR - $.0340 November Dividend |
 CPI Financial | AIG sells wealth management unit to Abu Dhabi group International Herald Tribune, France - NEW YORK: American International Group, the troubled insurance giant, said Monday that it had agreed to sell its wealth management provider AIG Private Bank ... AIG Sheds A Private Bank UPDATE 1-AIG to sell AIG Private Bank to UAE's Aabar AIG to Sell Private Bank to Aabar |
Updated Information Regarding Auction Preferred Securities Market ... MarketWatch - BOSTON, Dec 01, 2008 (BUSINESS WIRE) -- MFS Investment Management(R) (MFS) today announced the availability of information on the results of the weekly ... |
Lincoln Financial Group Announces New Senior Management Committee ... International Business Times, NY - She will also serve as amember of the firm's Senior Management Committee. Bettinger-Buckingham joins Lincoln Financial with more than 20 years ofexperience ... |
Gideon Technologies CEO To Give Unified Compliance Management ... MarketWatch - Unified Compliance Management simplifies this complex problem. "The combination of a holistic centralized view of the network, unified and continuous ... |
Research and Markets: Training Management Maturity Model: A ... MarketWatch - How effective is your current training management system? What do you need to do to improve it? Find out with this best practice model and set of assessment ... Research and Markets: Fundamentals of Quality Control and ... |
Resources
-
AdWords | Google AdWords | 21 Ways to Maximize ROI by Andrew Goodman
Get the original Google AdWords handbook by Andrew Goodman. This 155-page e-book is packed with advanced tips to help you maximize your AdWords campaigns. Download and get free December 2005 update.
-
Reservation software for Hotels, Motels, Bed and breakfast
Reservation software for Hotels, Motels, Bed and breakfast
-
Restaurant Checklists: restaurant menu design, cafe training, business plans, restaurant marketing a
Full package of restaurant information including restaurant menu design, training, restaurant business plans, restaurant marketing and Management forms and templates
-
Castlemelody.com: Web design and creative design of graphics
Web design with content Management system for dynamic and flexible websites.
-
...MySoftwareTemplates.com high-quality Microsoft Word templates for Software
Development, Proposal
Write successful Proposals, White Papers, Case Studies with slick templates, checklist and forms.
-
Living Within Your Means - The Easy Way!
"
-
PARENTING TOOLS to design the family of your dreams! What does your dream family look like?
Powerful tools for parenting, anger Management, and creative blocks!
-
Productivity. Improve business productivity through work measurement and method study.
Set of resources to improve worker, workplace and office productivity. Learn to measure productivity, calculate a productivity index and construct a total factor productivity index. Resources include team productivity and employee productivity.
-
Construction Information Services - Construction Management
Construction Information Services include Construction Management ebooks - Construction Software - Articles - Firm directories - Forecasting and Trends of the building industry
-
Landlord Property Management Rental Guide
Looking to manage your own rental property? Use our beginners guide for landlords and rental property investors!