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How can you measure the success of a communication audit?

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A communication audit is a systematic assessment of how well your organization communicates internally and externally. It can help you identify strengths, weaknesses, gaps, and opportunities for improvement in your communication strategy, channels, messages, and feedback mechanisms. But how can you measure the success of a communication audit? Here are some steps you can follow to evaluate the effectiveness and impact of your communication audit.

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Archana Ramesh

Strategic Communications Expert I Media Relations I Collaborative I Outcome Driven I Learning & Development
Lenyn Mendoza

Founder & CEO en M.G. | Especializado en adquisición de clientes mediante prospección para Coaches y Consultores |…

1 Define your objectives

Before you conduct a communication audit, you need to have a clear idea of what you want to achieve and how you will measure it. Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase employee engagement, customer satisfaction, or brand awareness by a certain percentage or level within a certain period. You should also align your objectives with your organizational goals and vision.

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Lenyn Mendoza

Founder & CEO en M.G. | Especializado en adquisición de clientes mediante prospección para Coaches y Consultores | ?Dependes de referidos o no tienes tiempo de comunicar tu servicio? Hablemos de lo mejor para tu negocio
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Todos en la organización deben tener los objetivos claros y definidos, es importante contar con una buena comunicación en toda la estructura. Un comentario que puedo dar respecto a ello, servía bastante tener los objetivos definidos por escrito y que se pudiera repartir por mail diariamente, como supervisor era necesario reunirse de igual manera en el uno a uno para constatar que la información quede clara.

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2 Choose your methods

There are different methods you can use to collect and analyze data for your communication audit. You can use quantitative methods, such as surveys, questionnaires, or metrics, to measure the frequency, reach, and impact of your communication activities. You can use qualitative methods, such as interviews, focus groups, or observations, to understand the perceptions, opinions, and experiences of your communication stakeholders. You can also use a combination of both methods to get a comprehensive and balanced picture of your communication performance.

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Lenyn Mendoza

Founder & CEO en M.G. | Especializado en adquisición de clientes mediante prospección para Coaches y Consultores | ?Dependes de referidos o no tienes tiempo de comunicar tu servicio? Hablemos de lo mejor para tu negocio
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Tanto métodos cualitativos como métodos cuantitativos son necesarios, no es secreto que no todo el equipo va a estar de acuerdo en brindar la información necesaria en un focus group o en una reunión 1 a 1, si bien se puede recopilar bastante información de esta forma, no siempre esta auditoría se puede dar con el superior inmediato y puede darse uso de un externo, ante todo esto es muy necesario recopilar la información también de forma cuantitativa para lográr alcanzar una data mas sustentable y real.

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3 Benchmark your results

To measure the success of your communication audit, you need to compare your results with some standards or criteria. You can use internal benchmarks, such as your previous communication audits, your current communication plan, or your expected outcomes, to evaluate your progress and achievements. You can use external benchmarks, such as industry best practices, competitor analysis, or customer feedback, to assess your strengths and weaknesses in relation to your environment and market.

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Joanna Loong Bee Lian

Lead Practice Manager
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To ensure our success on the communication audit we must take the current achievements and compared with past achievements and evaluate how many responses and we must set a benchmark on the numbers of targeted responses and then based on the results achieved after a certain benchmark we can then certify the success of our communication audits ! Utmost importance also to let our target audience to provide any feedback or suggestions so that we can capture their understanding towards our communication audits ! After obtaining the results we then compare our results against the market players and know where is our position and presence in the industry !

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4 Identify your gaps and opportunities

Based on your results and benchmarks, you can identify the gaps and opportunities in your communication system. A gap is a discrepancy between what you want to achieve and what you actually achieve. An opportunity is a potential area for improvement or innovation. For example, you might find that your communication channels are not reaching your target audience effectively, or that your messages are not consistent with your brand identity. You can use these insights to develop action plans and recommendations for enhancing your communication strategy.

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5 Communicate your findings

The final step in measuring the success of your communication audit is to communicate your findings to your stakeholders. You should prepare a clear and concise report that summarizes your objectives, methods, results, benchmarks, gaps, opportunities, and action plans. You should also present your report in a way that engages and informs your audience, using visual aids, stories, or examples. You should also invite feedback and suggestions from your stakeholders, and incorporate them into your communication plan.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Archana Ramesh

Strategic Communications Expert I Media Relations I Collaborative I Outcome Driven I Learning & Development
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It would be best to look at it in the following ways: Define objectives by clearly stating on what we intend to achieve at the end of your communication programme Choose your key performance indicators, set targets and deliverables that you can quantify Finally set a benchmark :Establish benchmarks or standards against which to evaluate the results of the communication audit. Benchmarks may include industry best practices, organizational goals, historical performance data, or external benchmarks from comparable organizations.

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Lenyn Mendoza

Founder & CEO en M.G. | Especializado en adquisición de clientes mediante prospección para Coaches y Consultores | ?Dependes de referidos o no tienes tiempo de comunicar tu servicio? Hablemos de lo mejor para tu negocio
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En mi experiencia, la cantidad de información que se puede obtener conversando con tu organización es increible, pero lo mas importante previo a ello será sembrar la confianza y el compromiso de todos. Es importante que todos logren entender el porqué y hacia donde va la empresa y que puedan estar enterados y conformes con el proceso, así como la alegría de ir logrando las peque?as metas planteadas.

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Priyanka Jain

Linkedin Top Voice 2024| Digital Marketing | Branding | Content Marketing | Corporate Communications| PR
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The success of any audits lie on ability to analyse and report. So whatever be the tools or methods that are used for audit, the success of communication audit will be determined if one is able to report the outcomes clearly. The purpose of the audit essentially is brining on clarity on table for the way forward & decision making.

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How can you measure the success of a communication audit?

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1 Define your objectives

2 Choose your methods

3 Benchmark your results

4 Identify your gaps and opportunities

5 Communicate your findings

6 Here’s what else to consider

Supervisory Skills

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How can you measure the success of a communication audit?

1

2

3

4

5

6

1 Define your objectives

2 Choose your methods

3 Benchmark your results

4 Identify your gaps and opportunities

5 Communicate your findings

6 Here’s what else to consider

Supervisory Skills

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感谢您的反馈

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