SCCA 3023 -Topic 1 1

TOPIC 1
Introduction to
Communication Audit
*Communication Audit Definition and
Concept.
*The importance of communication audit.
*The need of audit in an organisation.
*Audit selection process.
*Planning an audit process.
SCCA 3023 -Topic 1 2
Understanding communication in
organisational phenomena:
Complex and multifaceted
Ongoing, dynamic process

* To understand any current communication
interaction, one may need to understand
both its history and the impact of non-
communication variables on the situation.
SCCA 3023 -Topic 1 3
Communication Audit Definition and
Concept
A comprehensive and thorough study of communication
philosophy, concepts, structure, flow, and practice within
an organisation (Emmanuel, 1985)
A process for acquiring data (exploring, examining,
monitoring, and evaluating) regarding communication for
analysis of an organisation (Downs, 1988)
Pengumpulan maklumat persekitaran luaran dan dalaman
organisasi dan juga penentuan keutamaan isu-isu
berkenaan dengan menganalisis kebarangkalian dan
kesan-kesan yang mungkin timbul daripada kedaan
tersebut (Narimah and Saodah, 2002)

* Communication audits differ from other assessments -
financial audit or medical check-up
SCCA 3023 -Topic 1 4
Communication problems and the
importance of communication audit.
Communication problems in the organisation
are not unlike the progressive
development of a headache. If the initial
bodily cues are ignored or not monitored,
the full throb will hit. The result is much
more time and effort lost in trying to
correct the unbearable condition than
would have been needed to prevent the
situation in the first place.
SCCA 3023 -Topic 1 5
Communication process that can create
communication problems:

Face-to-face communication
Written communication
Communication patterns
Communication channels
Communication content clarity and
effectiveness
Information needs of individuals, sections, and
departments
Information technology
Informal communication
Non-verbal communication

SCCA 3023 -Topic 1 6
The important of communication audit - as an
initial sensoring or monitoring for the
organisation that will allow for a preventative
stance regarding communication problems.

So that recommendations can be made to:

Identify and correct communication problems
Adjust and modify communication process
Make intelligent use of the existing information
channels and technology
Choose appropriate additional
communication/information technology or
systems

SCCA 3023 -Topic 1 7
The need of communication audit
in an organisation
A communication audit is vital to:
Discover of hidden information resources
Improve morale
Coordinate all tasks and responsibilities
Improve ability of workers in organisations
to communicate with one another
Enhance organisations overall productivity