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Introduction:
Like any examination, a
communication audit requires the dissection and analysis of a piece of communication. Sophisticated analytical tools permit the observer to review the communication in context and scrutinize its
content.
An effective communication audit provides valuable feedback to the auditor and the subject. It sharpens the auditor's powers of
observation and provides the subject with input regarding their communication style, symbols, and effectiveness.
In Lesson 3, we undertake the concepts and practices of the communication audit.
Reading Assignment: Please read the Pubic Relations Society of America's Communication Audit Tips and Techniques Article available online at the PRSA Web site.
Study Questions: (to accompany reading assignment): Review these questions and
keep them at hand as you complete this lesson's readings. These questions will help you internalize the reading materials and apply the concepts.
Writing Assignment:
1.) Virtual Communication Audit (75% of writing assignment value)
Please conduct a "virtual" communication audit on an
organization with which you are familiar. Choose an organization with a rich stream of communication (ie, Web site, press releases, widely quoted leaders, vocal customers, employee or former employee
forum boards, etc.) and "audit" their communication using the steps and standards outlined in today's reading.
You may choose any organization, whether you have first-hand experience with it or not. However, as your purpose is to
assess its communication "virtually," it will probably serve you to choose a fairly well-known company or institution. (For research purposes, it can be instructive to choose a fairly controversial
subject.)
Your audit report should be presented as a consultant's review. Be sure to:
- Divulge your methodology (ie, how did you conduct the audit)
- Provide a thorough list of sources and resources (with links and examples, if applicable)
- Develop a standard for communication quality
- Report your assessment of the organization's communication quality and style
- Give the organization an overall "grade" (A through F) on its communication
Note: The audit grade you assign should be based on an objective standard. As the consultant, you have the latitude to
create the standard. However, it should be based on common concepts, including those found in readings for Lessons 1 & 2.
2.) Personal Communication Audit (25% of writing assignment value)
Please conduct a one-day "personal" communication
audit, in which you monitor your own communication and interactions with others. Note the context, quality, and style of your communications and report them in journal format.
Your journal may be as formal or informal as you desire; however, it should contain entries that provide specific
examples of communication interactions.
Be sure that your report directly integrates the concepts from Lesson 1 & 2 reading assignments, as well as
reflecting good audit process. Indicate your understanding of the readings by making application of them in your communication audit report.
Practice: The Evangelical Lutheran Council of America (ELCA) has published the methodology and results of its communication audit. The findings will provide helpful background to you as you develop your own process.
Lesson Exam: Once you have completed the reading and writing assignments,
please take the lesson exam. The exam is this lesson's last component.
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