8 Key Steps for a Successful
Businesses evolve over time. So do
stakeholders, audiences and
The key to good communication is a
combination of the right cadence and
using the right channels to reach your
audience. It’s not hocus pocus!
A Communications Audit, will help you
be a better communicator.
Photo: HA MacLean 2013
Internal Communications only?
External Communications only?
To determine scope understand what your pain
points are. Ask yourself pointed questions
about your stakeholders. Be realistic.
To guide in your questions check out: 12
Reasons to do a Communications Audit
1:1 interviews with sample population
Surveys to entire population
Evaluate Current Collateral, Process and
Have all pieces of collateral (newsletters, templates,
video, print, etc.)
What was the response or read rate?
Review your audience definition. Is it still valid?
How did you measure success?
How many key messages did you have?
Commence data collection from stakeholders
Remember to include all audiences to key a full
picture and more accurate results.
A sample of each can be used
Ensure consistency across the board
If reviewing external communications, don’t
forget to do a media analysis.
Analysis should not only amount of coverage for a period, but
Never forget your employees – Involve them
Conduct a SWOT and/or PEST
Strengths, Weaknesses, Opportunities & Threats
Political, Economic, Social and Technological
Image courtesy of fiancialmodelingtutorial.com
Review all data – objectively
Make Recommendations for improvements
Develop new strategy and tactics
Many organizations can’t objectively
undertake and audit. This is where a good
consultant comes into play.
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