Strategic communication

Strategic communication:




A strategic communication audit can be defined as a methodical review that contains evaluative and decisive value. These values facilitate the determination of the organization smooth running, the problems and difficulties experienced and the possible adjustments. As a result, different approaches and analysis are included in a strategic audit. It is therefore, very essential to identify and define these approaches and analysis as well as their strength and weaknesses and how best they can be applied in a workplace.

The strategic communication audit includes, a questionnaire approach, interview approach, focus group approach, data collection and long-sheet methods, communication network analysis and electronic and social media analysis.

Questionnaire approach:

This is a job scrutiny method done by jobholders and approved by their leaders. This method can either use open- ended or ordered questionnaires or both.

Strengths: It is fast and easily manageable, permeates the workers’ participation and affordable.

Weaknesses: the quality of the information depends heavily on the quality of the questionnaires, must be conducted by a person who can read and write, demands a follow-up of other interviews and observations, it has a low response rate, might have incomplete responses and may be hard to compile.

How to apply it in the workplace: It can be done occasionally whereby all workers are required to fill a questionnaire either in a group or individually.

Interview approach:

This is an official meeting whereby a group or individual question, confer with, or assess the employee’s or the managers in an organization with an aim of obtaining a desired information.

Strengths: Allows the interviewers to obtain thorough information, and it is easy to document the results.

Weaknesses: Demands skillful and qualified interviewers, if done in a hurry it may be invasive to study those being interviewed and its time and energy consuming especially for information administration and evaluation.

How can it apply in the workplace? A group of employees and employers should be interviewed separately

Focus group approach,

This is a well-organized, realistic, and applicable approach of gathering information.

Strengths: it is of use for weighing the variety of judgments and values about the organization, it is easily adaptable to aid the outcome and useful while investigating the matters at hand.

Weaknesses: the acquired information can not stand on its own, presents complexity in information administration and assessment and time consuming while there is a language barrier.

How can it apply in the workplace: The group of employees should be given questions and requested to write their responses

Data collection and long-sheet methods:

This is a kind of a research study aimed at obtaining information inside the organization: This method may require the researcher to participate in the setting, observe directly, interview in depth and analyze documentation and materials.

Strengths: it is a thorough method, its practical and can encompass many areas of study.

Weaknesses: It may not be accurate, time consuming, demands a skillful and well trained researcher.

How can it apply in the workplace: Each person in the organization is obliged to fill in some information pertaining to work on a daily basis.

Communication network analysis and electronic and social media analysis.

This is a method that uses a digital mechanism to obtain the information. It demands the use of private or public domain for information gathering.

Strengths: It is easy to compile, can involve a lot of people and it is reliable.

Weaknesses: A person conducting the research and those used to obtain information must be in a networked area, it is not always accurate.

How can it apply in the workplace: Employees are encouraged to join the social media groups for the organization discussion and sharing of essential and frustrating information.Other applicable methods:

Sample survey: it is a method that uses samples for data gathering

Strengths: It is reliable, it is easy to get the actual feeling of the participants.

Weaknesses: information might not be accurate due to the mixed feelings.

How can it be applied in the workplace: The employees and the managers are given a case study or a scenario and asked to analyze and then give their feedback.


Strategic communication audit is a vital necessity for its facilities change and expansion of the organization towards the right direction.



Borysowich, C. (2008, March 20). Identifying problems with current business processes.

Retrieved April 8, 2014, from

Fieber·, T. (2013, February 4). What is the real problem. Retrieved April 9, 2014, from


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