Communication Audit Proposal

Introduction

Organizations recognize the benefit of keeping all those involved, and interested, in their company aware of the happenings both within their organization and in the sector of interest. The techniques used vary from the “tried and true” (e.g. direct mailings), to “push” (e.g. e-mailing) and “pull” (e.g. Web site postings) variants of high-tech tools. Technology has facilitated the customization of communication vehicles, permitting targeted content while esteeming personal preferences concerning format and frequency. While users become for comfortable with technology, the manner of how they get information from organizations changes, so the vehicles must be modified accordingly.

In today’s face-paced world, organizations are finding they use too many vehicles of communication. Varied customer bases, partnerships, constituencies, maintaining and updating their communication efforts with meaningful frequency consume much of their time. Many times it’s not clear which method is most effective, it there is a differentiation among types of users, or even what information is most needed from the group.

A comprehensive Communications Audit consists of six major activities: Orientation, Survey, Focus groups, Web site usability testing, Audit and benchmarking, and Synthesis of data for final reporting.

Why?

1. Clarifies departmental goals and objectives for staff

2. Clarifies relationships between audiences, messages, channels, activities and materials

3. Identifies best communication methods

4. Clarifies ownership of activities for stakeholders and staff members

5. Develops creativity and camaraderie among staff members

6. Puts staff on same page with key messages – what we say to people

7. Includes stakeholders input into communication process (feedback!)

8. Ensures you are reaching your stakeholders, and that they understand the messages

9. Allows everyone to participate

10. Measures departments strengths and weaknesses

(Source: W. K. Kellogg Foundation)

Proposal

I propose to do a communication audit at my current place of employment, Roy High School. Many people I have talked with in Weber School District laud the school as a place where there is open communication, cohesiveness of faculty, and where there is a perfect storm of leadership. This audit will take a deep look into Roy High School as an organization and examine both its internal and external communication efforts.

This survey proposes to take an inventory of all communication efforts and resources; takes a snapshot of who the school is talking to, what they’re talking about, how we’re conveying the message, and what methods we’re using to solicit feedback; and it will also involve a close look at message presentation.

There are three types of Communication Audits:

1. Envelope Test

2. Paper survey (both departmental staff and clients (i.e. students, parents, and other stakeholders)

3. Comprehensive Audit

These three methods will be more comprehensive than traditional survey methods. Buy employing all three of the methods a complete snapshot will be taken of the organization. This will help to identify what is being done right, what needs improvement, and what is missing. By identifying those, a more complete communication plan will be created to help the organization move forward, and in starting open dialogue about communication.

The open communication will allow for everyone to participate, not just “leadership”, further helping people buy into the idea of creating a communication plan. It will also ensure there is no stone unturned. Employees in trenches often knew more about daily operations than leadership. Leadership will need to be prepared that by inviting dialogue, they need to be prepared to hear everyone’s input, including the divergent voices.