What is a Communication Audit?

A communication audit uses research to assess the systemic communication, marketing, and branding efforts of an organization and to identify the impact of these efforts on various stakeholder groups. The audit begins with a review of sample materials used throughout the organization to communicate with various stakeholder groups. Concurrently, the process for gathering qualitative and quantitative research begins with the use of interviews, surveys, focus groups, exit/entrance surveys, demographic data, and industry and national data trends. A final report includes key findings from both the review and research processes, as well as recommendations for the development, implementation, and evaluation of a communications program.

Steps in a Communication Audit

Step 1: Review

​Client submits samples of materials used to communicate with various stakeholder groups. The client's website, social media, intranet, and presence within the local and regional media network(s) are also examined. All of these items are analyzed to gauge accessibility, language, responsiveness, perception, visual appeal, usability, engagement, and readability.

Step 2: Research

Hansen Public Relations gathers qualitative and quantitative research by using interviews, surveys, focus groups, exit/entrance surveys, demographic data, and industry and national data trends.

Step 3: Report

Following the review and research portions of the communication audit process, a report is drafted to include key findings, observations, and recommendations. When applicable, these elements are utilized to conduct a SWOT (strength, weaknesses, opportunities, and threats) analysis in relation to communication-related goals of the organization's strategic plan. Additionally, the organization's communication program is assessed against the National School Public Relations Association's Rubrics of Practice and Suggested Measures to determine if current communication, marketing, and branding efforts are emerging, established, or exemplary. The final report is extensive; it is intended to serve as a guide for improving communication, marketing, and branding efforts of the organization, and supporting the organization's mission, vision, and goals.

Step 4: Presentation

To conclude the communication audit, a presentation is produced and presented to the executive team and/or board in a virtual or in-person meeting. The presentation serves as a summary of the more extensive report, with an overview of the review and research processes, key findings, and recommendations.