Measuring What Works: Corporate Communication Auditing Course (Online / Remote)
1Summary
Most organisations can tell you what they communicated last quarter. Far fewer can tell you whether any of it actually landed — whether employees understood the message, whether external audiences trusted it, or whether the channels used were the right ones to begin with. That gap between communicating and knowing if it worked is exactly what communication auditing closes.
This Corporate Communication Auditing and Measurement Course, delivered by the Arab British Fellowship Training Academy, walks participants through the audit process itself, how to assess internal and external channels, the common challenges that distort organisational communication, and — critically — how to turn audit findings into recommendations that senior management actually acts on.
Through case studies, hands-on exercises, and expert-led discussion, attendees leave able to run a full communication audit and use its results to strengthen brand reputation and stakeholder engagement.
2Objectives and target group
- Understand the principles and practices of corporate communication auditing.
- Conduct effective audits of internal and external communication channels.
- Measure the impact of corporate communication on business performance using advanced tools and metrics.
- Identify gaps and opportunities in existing communication strategies.
- Develop actionable recommendations that align communication practices with organisational goals.
- Design strategies for implementing communication audit recommendations.
Target Audience
- Communication managers and directors.
- Public relations practitioners and media relations officers.
- Marketing and branding experts, and corporate affairs managers.
- HR and internal communication practitioners.
- Anyone engaged in corporate communication strategy and measurement.
3Course Content
Module 1: What Communication Auditing Is and How It's Done
- Definition, importance, and types of communication auditing, and its link to overall business strategy
- Step-by-step process for conducting a communication audit
- Planning and preparation, developing an audit plan and timeline, and establishing metrics and benchmarks
- Collecting data and analyzing findings
Module 2: Assessing Internal and External Communication
- Key areas to assess in internal communication
- Evaluating and developing effective external communication strategies
- Identifying key stakeholders, their communication preferences, and strategies to enhance stakeholder engagement
Module 3: Common Communication Challenges in Organizations
- Communication functions in organizations: informative, regulative, persuasive, and interpretive
- Verbal and nonverbal communication obstacles
- Technology-mediated and cross-cultural communication challenges
Module 4: Turning Audit Findings into Action
- Strategies for implementing recommendations and developing an action plan based on findings
- Measuring the impact of communication audit recommendations
- Ethical considerations and the importance of ongoing communication auditing