Prepared for CAP 423. A communication audit "how to."

1. Communication
Audit
The quick and dirty

2. Audits and proposals are friends
• You’ve done this already in your head, in an informal way, this is how we make it
digestible for a client.
• A methodical examination and review; add “proof” to your proposal efforts.
• An evaluation of a person, organization, system, process, project or product.
• Performed to ascertain the validity and reliability of information; to provide an
assessment of a system's internal control. The ‘before.’
• The goal of an audit is to express an opinion on the person/organization/system in
question.
• Repeatable, measurable; Provide a baseline for your planning and a method for
evaluation later
• Audits help explain the current environment to your client and your team.
• Keep you on track and not in la-la land.

3. Audits and proposals are friends
• Organize the communications of an organization
• Identify process or lack of process – Strengths and
weaknesses
• Identify and prioritize or re-prioritize audiences
• Stakeholder research: what they know, need to know, want
to know, how they prefer to be reached
• Untapped opportunities…identify gaps
• Drive consistency

4. So we ask…
• What are our current goals and objectives for communications?
• How well is the current Communications Plan working? Um, is there one?
• Are our messages clear and consistent? Do we have a coordinated graphic identity?
• Are we reaching key audiences with our messages and moving them to action?
• What communications have been most effective?
• What do stakeholders think of our communications?
• Do our communications support our overall strategic plan?
• What would make our communications more effective?
• What communications opportunities are we missing?

5. And we think about…
• Decision Factors
• $$$
• Time
• Expected outcome
• Objectivity
• Political considerations?
• Landmines?

6. Then we talk about…
• Information about your current communication strategy is
gathered with tools such as surveys, interviews, focus groups,
network analysis, content analysis, technology assessment,
critical incident analysis, or document analysis.
• Evaluate past communications – do they have them?
• Question your stakeholders (or evaluate) – in real life but not this
class
• Question your staff/volunteers/board – in real life but not this class
• Analyze media coverage – go for it – hooray for the Internet
• Conduct a SWOT analysis (strengths, weaknesses, opportunities,
threats) – this is a great start

7. To analyze and report on…
• Success of previous efforts
• Methods for more successful efforts
• Fixing internal or external issues
• Make recommendations as a pro for better outputs and
more importantly better outcomes

8. Charts are fun to set up

9. You’ll also need a narrative
• No comparing yourself to others in this effort.
• Each firm/corporation will have a format to organize this
effort.
• For class we will use the same generic skeleton but your
results will vary depending on assets.
• Focus is on the organization itself, its practice and capacity,
also how the organization has positioned the communications
function.

10. What the hell goes in this and why aren’t
you giving me a template?
• The skeleton
• Purpose: state it
• Identify aspects: internal, external, brand, digital/social
• Material reviews (assets/collateral): all you can find
• Brief recommendations (keep it general); your proposal will propel you
the rest of the way – those are your “fixes”
• Proposal plays nice and goes next
• Why didn’t we do this first? I like you to think first. There is no
“right” order. Depends on how the request for services comes to you
from a client.