CONCEPTUAL EVOLUTION OF COMMUNICATION AUDIT: SIGNIFICANCE OF DIGITAL MEDIA

Abstract

Communication is the core of every organization. The interaction between the employees, the information sharing, the process of persuasion, the forms and channels of reaching out to publics, the feedback all require the lines of communication for an organization to work smoothly. The organization often goes limitless in terms of communicating and reaching out to their publics. Auditing the ways, outcomes and multiple stakeholder perspectives thus becomes necessary in order to improve or intervene. This process of evaluation and assessment in return may help in establishing or facilitating communication. All this require the need of setting up the idea of communication audit. The following paper explores the concept of communication audit since its inception and reviews the justification and nature of communication audit as a tool, process and a method of analyzing and measuring communication in an organization. The paper further tries to understand, discuss and establish the need of digital media both as a tool in conducting communication audit and as one of the communication areas of conducting audit in an organization.