This document outlines 8 key steps for conducting a successful communications audit: 1. Determine the scope of the audit - whether it will focus on internal, external, or both communications. 2. Choose a methodology such as interviews, surveys, or focus groups to collect data. 3. Evaluate current collateral, processes, channels and how successful they have been. 4. Commence data collection from stakeholders using consistent methods. 5. Analyze media coverage and sentiment if reviewing external communications. 6. Involve employees to understand internal communications. 7. Conduct a SWOT or PEST analysis to identify strengths, weaknesses, opportunities and threats. 8. Objectively review all data and make recommendations to develop

1. 8 Key Steps for a Successful
Communications Audit

2. Businesses evolve over time. So do
stakeholders, audiences and
communication channels.
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
Introduction

3. Determine scope
Internal Communications only?
External Communications only?
Combination?
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
Immediately
Step 1

4. Choose Methodology
1:1 interviews with sample population
Surveys to entire population
Focus Groups
Step 2

5. Step 3
Evaluate Current Collateral, Process and
Channels
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?

6. 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
Step 4

7. If reviewing external communications, don’t
forget to do a media analysis.
Analysis should not only amount of coverage for a period, but
also sentiment.
Step 5

8. Step 6
Never forget your employees – Involve them

9. Conduct a SWOT and/or PEST
Strengths, Weaknesses, Opportunities & Threats
Political, Economic, Social and Technological
Step 7
Image courtesy of fiancialmodelingtutorial.com

10. 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.
Step 8

11. Looking for More Resources
Visit us at:
TaylorMade Solutions