Suddenly I find myself working on more communication audits at one time than I have over the past several years. Organizations of all types are taking the time to step back and to look at their communication programs and make some assessments about where they have been–and where they are headed. A tried-and-true tool, the communication audit has been viewed (perhaps unfairly) as one of the more boring aspects of the work.
But communication audits have always been a critical tool to determine an organization’s communication strengths, challenges and opportunities. Thankfully, today’s communication audit offers a bit more sizzle. No longer does the auditor sit in front of a printed pile of materials, combing through them one by one, highlighter in hand.
Now we have podcasts to listen to, blog entries and reader comments to analysize and social media profiles to measure. Plus a slew of new online survey tools to guage stakeholders’ thoughts about an organization’s communications. Now that the economy has improved, many organizations are planning new programs, initiatives and opportunities and they are finding that the tried and true–updated with the use of new technologies– is the perfect way to chart that new path.