What is the best way to define communication audit objectives?

1 Align with organizational goals

Your communication audit objectives should support and reflect your organizational goals and vision. For example, if your goal is to improve customer satisfaction, your communication audit objectives could be to measure how well you communicate your value proposition, handle complaints, and solicit feedback. If your goal is to increase employee engagement, your communication audit objectives could be to evaluate how well you communicate your mission, values, and expectations, recognize achievements, and foster collaboration.

2 Focus on key issues

Your communication audit objectives should address the most relevant and pressing issues that affect your communication performance and outcomes. For example, you may want to investigate why your email open rates are low, why your social media engagement is declining, or why your staff turnover is high. You may also want to explore how your communication aligns with your stakeholders' needs, preferences, and expectations. You should prioritize the issues that have the most impact on your organization and that you can realistically improve.

3 Be specific and measurable

Your communication audit objectives should be specific and measurable, so that you can track your progress and evaluate your results. For example, instead of saying "improve internal communication", you could say "increase the frequency and quality of feedback from managers to employees". Instead of saying "enhance external communication", you could say "increase the number of leads generated from the website". You should also define the criteria and indicators that you will use to measure your communication effectiveness and efficiency.

4 Be realistic and achievable

Your communication audit objectives should be realistic and achievable, given your resources, constraints, and timeline. For example, you may not be able to overhaul your entire communication system in a few months, but you may be able to implement some quick fixes or pilot some new initiatives. You may also need to consider the feasibility and availability of the data sources, methods, and tools that you will use for your communication audit. You should also consult with your stakeholders and get their buy-in and support for your communication audit objectives.

5 Be flexible and adaptable

Your communication audit objectives should be flexible and adaptable, so that you can adjust them as you learn more about your communication situation and environment. For example, you may discover new issues or opportunities that were not apparent before, or you may face some unexpected challenges or changes that affect your communication goals or plans. You should also review and revise your communication audit objectives periodically, based on the feedback and results that you receive from your communication audit.

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?