Audit of communication practices helps the agency identify its strength and weakness. Here's a simply workshop to apply communication audit.

1. By Sherwin B. Manual
Philippine Rural Development Project
Sources:
Brenda Hall www.sideroad.com/Business_Communication
Robert Holland : www.e-frontier.net

2.  Communication audit is a complete analysis
of an organization's communications -internal
and/or external - designed to "take a picture"
of communication needs, policies, practices
and capabilities.
 It is a thorough evaluation of an
organization’s ability to transfer information.
Communication Audit

3.  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.
Communication Audit

4.  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.
Communication Audit

5.  The purpose of a communication audit is to uncover the
strengths and weaknesses within the various stages of
the information transfer – whether occurring directly
within the company itself, or with its clients or
stakeholders.
 Uncover necessary data to allow top management to
make informed, economical decisions about future
objectives of the organization's communication. An audit
should also lead to a series of recommendations.
What is its purpose?

6.  The audit is, thus, a valuable tool for enhancing
internal motivation, loyalty and efficiency and for
beefing up market position.
What is its purpose?

7.  The scope of an audit may be as broad and
as deep as the size and complexity of the
organization's demands.
Scope of the Comm Audit

8.  It provides meaningful information to members of
management concerned with efficiency, credibility, and
economy of their communications policies, practices,
and programs.
 It also provides valuable data for developing or
restructuring communications functions, guidelines, and
budgets, as well as recommendations for action tailored
to an organization's particular situation as uncovered by
an analysis of the collected data.
What does Comm Audit provide?

9.  an extensive audit should be conducted every five
to seven years. In the interim, reliable feedback
techniques should be obtained periodically through
the organization's routine communication function.
 An audit is especially helpful at a time of change: a
merger or acquisition, launch of a new product or
service, entry into new markets.
When is it conducted?

10.  Communication philosophy
 Objectives and goals
 Organization, staffing, and compensation
 Existing communication programs
 Existing vehicles and their uses
 Personal communications
 Meetings
What subjects are covered?

11. Strategic Comm Audit:
a. Staffing/Personnel
b. Programs
c. Technology/Equipment
d. Social Media Accounts
Audit Tools

12. Agency Personnel/Sta
ff
Programs Technology/
Equipment
Social Media
DA RFU Writer
Photograp
her
Graphic
Artist
Newsletter
Radio Program
Regular Media
Briefing
DSLR Camera
Printers
Audio Recorder
YouTube
Channel
FB Page
Twitter
Account
Province A
Province B

13. The Audit of the Level of Practice for the various Communication Activities were
sought to be measured on the rating below from the standard questionnaire from
the Communications Consortium Media Center* based on the following rating scale:
1. Ad hoc
2. Planned
3. Institutionalized
4. Evaluated
5. Optimized
*www.ccmc.org
Audit of the Level of Practice

14. 1.Ad hoc (Rating: 1) – the communication practice is
unorganized; few if any staff
and financial resources are dedicated to it.
2. Planned (Rating: 2) – the practice is planned and deliberate
as opposed to reactive or “as needed
basis”
3. Institutionalized (Rating 3) – the practice is routine and part
of the organizations fabric. The practices
are known and coordinated within and
outside the organization.

15. .
 4. Evaluated (Rating: 4) – The practice is measured and
analyzed
 5. Optimized (Rating: 5) – the practice is continually
reflected and improvements
incorporated.

16. Strategy
Communication Activity Rating Level of Practice
a. Identify the Vision
b. Identify goals and outcomes
c. Select target Audiences
d. Develop Message
e. Identify credible messengers
f. Choose communication
mechanisms
g. Scan context and completion

17. Implementation
Communication Activity Rating Level of Practice
h. Develop effective material
i. Build valuable partnership
j. Train messengers
k. Conduct Steady outreach
l. Monitor and evaluate

18. Support and Integration
Communication Activity AVG Level of Practice
m. Support communications at
leadership level
n. Earmark sufficient funds
o. Intergrade communication
throughout the organization
p. Involve staff at all levels

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Daghang Salamat!