In brief: An internal communication audit examines how information is created, passed on, understood and reflected in work inside an organization. It looks for gaps between channels, responsibility and people's needs.
How I use an internal communication audit in practice
I separate a creative idea from the communication task. First it must be clear who is speaking, what is offered and why anyone should believe it. Only then do I add surprise or emotion. I judge the result by the quality of response and subsequent behaviour, not visibility alone.
What to watch
Attention is not the same as trust. A communication audit can trigger reactions while weakening the brand or attracting an unsuitable audience. Watch claims without proof, manipulative urgency and formats that overshadow the offer.
Questions for decisions
- Whom exactly does the message help and in what situation?
- What single meaning should a person take away?
- Which proof carries the main promise?
- How will we capture a quality response and what follows?