Conduct a communications audit

Have you conducted a communications audit recently? Is communications a problem in your company? For example, does information flow top/down, bottom/up and laterally? Do employees get the information they need to be effective in their jobs? Are employees informed on the culture and strategy of the company? Are decisions communicated? Is progress shared?

Periodically, you should conduct an internal communications audit to evaluate the practices that are in place to share information within the organization. Firstly, the process involves compiling a picture of the current communications practices the company uses, their effectiveness, and recommendations to improve the flow of information.

Gather information on current practices

To begin the communications audit, first ask a few people on varying levels of the organization, through interviews and focus groups, general questions like:

• How would you describe the effectiveness of communications in this organization? Please explain.
• What do employees need to know and want to know?
• What practices exist (vehicles) for sharing information? For each ask, how effective it is and what changes would improve communications.

Create a complete picture of the communications system

Uncover channel, media, audience, messenger, content, and frequency

To build a comprehensive picture, gather information on the following:

• CHANNEL and MEDIA: What written forms of communication do people in the organization use–such as memos, letters, email, webpages, blogs wikis, text messaging and instant messaging? What spoken forms of communications do people use–such as phone, conference calls, voicemail, and podcasts? What blended forms of communication do people use–such as face-to-face discussions, meetings, presentations, webconferences, and webchats? Be sure to compile all traditional and electronic forms of communication. Are the best media being used to share that information or would a different channel choice be more effective?
• AUDIENCE and MESSENGER: For each channel and medium, determine what audiences receive that communication and who is the messenger. Code each as being top/down, bottom/up, or lateral communications.
• CONTENT: Then indicate the content of the message. Categorize content. Is the focus of the communications things like company goals, culture, job duties, decisions, employee updates, customer updates, progress and metrics, etc.?
• TIME/FREQUENCY: For each, indicate the frequency that people share this information. Have a clear picture of what information is shared, daily, weekly, monthly, quarterly and annually.

Ask about flow in all directions

More specifically, when talking about the flow of information, ask questions such as:

• Firstly, does information flow effectively down throughout the organization? For example, does it flow from leaders to managers and from managers to employees (or whatever levels exist)? What changes would improve communications? Is there sufficient sharing of information or is information lacking?
• Secondly, does information flow effectively upward from employees to managers and from managers to leaders? What changes would improve communications? Is there sufficient sharing of information or is information lacking?
• In addition, does information flow effectively laterally–with others in your group or department and on a similar level in other departments? What changes would improve communications? Is there sufficient sharing of information or is information lacking?

Ask about effectiveness and recommendations to improve

With a clear picture of all the ways people share information, be sure to uncover:

• Importantly, how effective is it?
• And, to clarify, what can we do to improve it? Is information lacking? Is there information overload?

Before you can improve communication, you must get this baseline data of what communications are in place and compile recommendations for making communications more effective. In addition to gathering the data through interviews and focus groups, observe communications activities like meetings, and review samples of communications like agendas, meeting minutes, emails, memos, and letters. From your data gathering compile a chart of the communications system used by the organization and list recommendations to improve communications.

Survey all employees to get their views

Then, using a survey, have all employees evaluate current communications and give their opinions on a list of recommendations that might improve communications.

Develop a communications plan and share it

Analyze the input from everyone and develop a plan for improving communications. Present the plan to the leadership team and finalize the recommendations. Then, communicate the plan to everyone in the organization and start implementing it.

Make communications an ongoing focus

To sum up, periodically, evaluate communications in your organization. When possible, use outside consulting support in this process to ensure that employees feel free to share their views. Communication matters to the health of your organization and to the engagement of your employees.