AUDIT KOMUNIKASI | MATA KULIAH RISET PR | ILHAM NUR

Summary

This video, presented by Ilham Nur, a communication student at Universitas Muhammadiyah Yogyakarta, explores the concept of communication audits. Ilham explains the importance of communication audits in evaluating organizational communication effectiveness, identifying potential issues, and optimizing communication strategies. He outlines eight key reasons why communication audits are vital, such as diagnosing problems, evaluating new policies, and optimizing communication budgets. The video also delves into the various components of a communication audit, including goals, strategies, implementation, and the techniques used for data collection and analysis, like surveys, interviews, and network analysis.

Takeaways

• 📊 Communication audits are crucial for analyzing an organization's internal communication system and ensuring communication goals are met.
• 📚 Communication audits have evolved over time and are no longer seen as expensive or luxurious, but as key to organizational effectiveness.
• 🔍 Communication audits help diagnose potential problems in communication programs and identify opportunities for improvement.
• 🔄 They assist in evaluating new policies and communication strategies within the organization.
• 💰 Communication audits can help organizations determine an appropriate and effective budget for communication activities.
• 🎯 They help measure the success and objectives of communication programs, providing benchmarks for future improvements.
• 🔧 Audits also help restructure communication functions within the organization, ensuring the system is well-organized and efficient.
• 📑 Audits lay the foundation for the development of new communication policies and strategies, improving overall planning and execution.
• 🗣️ Key areas of focus in communication audits include communication goals, strategies, implementation, effectiveness, and efficiency.
• 📋 Data collection methods for communication audits include surveys, interviews, focus group discussions, and network analysis to assess communication quality within an organization.

Q & A

What is the definition of communication audit as described in the script?

A communication audit is a comprehensive analysis of an organization's internal communication system to determine whether communication objectives are being achieved. It is also described as a systematic and structured process used to evaluate the effectiveness and efficiency of communication within an organization.

Why is a communication audit considered important?

A communication audit is important because it helps evaluate whether the communication programs being implemented are effective, identifies potential problems, allows for the evaluation of new policies, helps plan and budget communication activities, and provides insights into restructuring communication functions within an organization.

What are the key areas that are typically audited in a communication audit?

The key areas audited in a communication audit include communication goals, communication strategies, implementation of communication, communication effectiveness, and communication efficiency.

How does a communication audit help in diagnosing potential problems within an organization?

A communication audit helps diagnose potential issues by evaluating current communication processes and identifying where problems might arise. It allows organizations to anticipate communication challenges and adjust their strategies to prevent these problems from occurring.

What role does communication audit play in evaluating new policies?

A communication audit evaluates how well new policies and communication practices are accepted by stakeholders. It helps organizations assess the effectiveness of new initiatives and make adjustments to improve future communication strategies.

How does a communication audit assist in developing a budget for communication activities?

Through a communication audit, organizations can determine the necessary budget for communication activities. It provides insights into how resources should be allocated for effective communication strategies and ensures that the budget aligns with the communication goals.

What is the importance of analyzing communication networks during an audit?

Analyzing communication networks during an audit helps assess the structural patterns of relationships between staff members. It evaluates both formal and informal communication channels and reveals how information flows within the organization, which is critical for improving communication efficiency.

What are some techniques used to gather data during a communication audit?

Data collection techniques in a communication audit include surveys through questionnaires, face-to-face or in-depth interviews, network analysis, communication experience evaluation, diaries, observation, and focus group discussions (FGD).

What is the 'small world technique' in the context of a communication audit?

The 'small world technique' focuses on the communication pathways between employees, determining whether individuals are directly connected or linked through others. It assesses the degree of separation and the length of communication chains within the organization.

What is archival analysis, and how is it used in a communication audit?

Archival analysis uses organizational records such as internal letters, telephone records, and email exchanges to identify specific actors involved in communication. This technique helps track communication patterns, including the sender, recipient, time, and even the topic of the messages, providing valuable data for network analysis.