In brief: A communication audit maps an organisation’s messages, channels, audiences, responsibilities and communication results. It looks for inconsistencies, gaps and unnecessary activities before proposing changes.
How I use a Communication audit in practice
In practice, with a Communication audit I separate the creative idea from the communication task. First, it must be clear who is speaking, what they offer and why it should be trusted. Only then do I add surprise or emotion. I evaluate the result by the quality of response and subsequent behaviour, not only by visibility.
What to watch out for
Attention is not the same as trust. A Communication audit can provoke reactions while weakening the brand or attracting an unsuitable audience. Watch out for claims without evidence, manipulative urgency and a format that overshadows the offer itself.
Questions for decision-making
- Whom exactly does the message help, and in which situation?
- What one meaning should a person take away?
- Which proof supports the main promise?
- How will we capture a quality response, and what will follow?