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How do you avoid communication audit pitfalls and biases?

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A communication audit is a systematic evaluation of the effectiveness and alignment of your internal and external communication strategies, channels, and messages. It can help you identify gaps, strengths, and areas for improvement in your communication performance and culture. However, conducting a communication audit is not a simple or straightforward task. You need to avoid some common pitfalls and biases that can undermine the validity and reliability of your audit results and recommendations. Here are some tips on how to do that.

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Erinne Bennie-Tomkins

highly detail-oriented, value team work, new ideas, and willingness to strive for success and growth
Ruth Nwofor

Cybersecurity Compliance Associate | ISC2 CC | Security+ | CySA+

1 Plan your audit carefully

Before you start collecting and analyzing data, you need to define the purpose, scope, and objectives of your audit. What are the main questions you want to answer? Who are the stakeholders and audiences involved? What are the criteria and indicators of effective communication? How will you measure and compare them? Planning your audit carefully will help you avoid wasting time and resources on irrelevant or redundant data, and ensure that your audit is focused and relevant to your communication goals and challenges.

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Erinne Bennie-Tomkins

highly detail-oriented, value team work, new ideas, and willingness to strive for success and growth
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Engaging in a discussion of what those goals are or areas most identified that sparked the need for the audit whether with upper management or ownership so that a clear direction or understanding is had. Documenting the relevant points from trusted resources who are supported by a similar experience or value system to make sure that the audit is supported.

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2 Use multiple methods and sources

One of the pitfalls of communication audit is relying on a single method or source of data, such as surveys, interviews, or document analysis. This can lead to incomplete, inaccurate, or biased findings, as different methods and sources may have different strengths and limitations, and may capture different aspects of communication. To avoid this, you should use multiple methods and sources of data, such as quantitative and qualitative, internal and external, formal and informal, and self-reported and observed. This will help you triangulate and validate your data, and provide a more comprehensive and balanced picture of your communication situation.

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3 Be objective and critical

Another pitfall of communication audit is letting your own assumptions, preferences, or expectations influence your data collection and analysis. This can lead to confirmation bias, where you only look for or interpret data that supports your preconceived ideas, or ignore or dismiss data that contradicts them. To avoid this, you should be objective and critical in your audit process. You should question your own assumptions and hypotheses, seek out alternative perspectives and explanations, and test your findings against evidence and logic. You should also involve other people in your audit, such as external consultants, peer reviewers, or stakeholders, to provide feedback and challenge your views.

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4 Communicate your findings clearly

The final pitfall of communication audit is failing to communicate your findings clearly and effectively to your intended audiences, such as senior management, employees, or clients. This can lead to misunderstanding, confusion, or resistance to your audit results and recommendations, and reduce the impact and value of your audit. To avoid this, you should communicate your findings clearly and effectively in your audit report and presentation. You should use simple and concise language, avoid jargon and technical terms, and highlight the main points and implications of your findings. You should also use visual aids, such as charts, graphs, or diagrams, to illustrate your data and make it easier to understand and remember.

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Ruth Nwofor

Cybersecurity Compliance Associate | ISC2 CC | Security+ | CySA+
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For external communications, it‘s especially important to make sure that the tone and language of the final document match the company’s brand voice. If you don’t already work in the Communications team, you can show them the document and ask for their input.

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5 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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How do you avoid communication audit pitfalls and biases?

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3

4

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1 Plan your audit carefully

2 Use multiple methods and sources

3 Be objective and critical

4 Communicate your findings clearly

5 Here’s what else to consider

Professional Communication

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