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|Title: ||Communication audits: building world class communication systems.|
|Authors: ||Tourish, Dennis|
|Keywords: ||Communication strategy|
|Issue Date: ||2004|
|Citation: ||TOURISH, D. and HARGIE, O., 2004. Communication audits: building world class communication systems. In: S. OLIVER, ed. Handbook of corporate communication and public relations: pure and applied. London: Routledge.pp.131-144|
|Abstract: ||Effective internal communication is a vital pre-requisite for the functioning of all
organisations. Yet it is a commonplace that communication is poor in most.
Employees complain that they neither know nor understand corporate priorities, while
frustrated senior managers insist that they have invested a great deal of time in
explaining them. There is additional evidence that information transmission from the
bottom to the top is also defective, with employees and even managers fearing to
articulate their true opinions to those further up the hierarchy (Rosenfeld et al., 1995).
Thus, senior managers often have a very limited understanding of the communication
dynamics within their own organisation. In our own research in this field, we have
frequently found that the people most surprised by audits which point to problems are
the senior management team (Hargie and Tourish, 2000). The result can be a climate
of mutual suspicion rather than trust, with energies that should be focused on beating
the competition squandered in internal struggles. In this chapter, we suggest that the
key to building a world-class communication system lies in managers having an
accurate picture of how well they and everyone else are actually communicating. In a
nutshell, we advance a twofold argument: 1. All organisations need a focused communication strategy, designed to
build a world class system for sustaining internal communications.
2. The first step in implementing the above is that current practice must be
rigorously and honestly evaluated, utilising communication audit
We then discuss in-depth how audits can be implemented, and the data collection
options available. While the main focus of this chapter is upon internal
communications, audits are also of importance for external communications, and so
we raise issues of relevance to the latter area as well.|
|Appears in Collections:||Book chapters (Management)|
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