The Communication Audit

Content
36 modules

Rating

Instructor
Gayle Goodman

Price
$0 - 249

Description

The Communication Audit course is part of the Communications Measurement category of IABC Academy learning modules. These courses foster communicators’ understanding and skill development in the use of clear qualitative and quantitative measures to measure the impact of communication strategies and activities against business needs, goals and objectives.

A communication audit it is a highly useful – and necessary – tool for understanding gaps in understanding within an organization. This course will provide you with the knowledge to develop and execute a comprehensive, strategic communication audit to help you manage change and achieve results that tie directly to organizational strategy.


About the Instructor

Gayle Goodman, MBA, ABC is president and CEO of Pro-Activation, a Dallas, Texas-based brand activation firm comprised of a network of independent, senior-level consultants with a shared passion: to help clients deliver a clear message in a noisy world.

Gayle is a communications strategist and visionary who has made her passion for solving puzzles the cornerstone of her work. Her 20 years of experience cross multiple disciplines, from corporate communications and investor relations to marketing and PR.

With a blend of communications savvy and a master’s degree in business, Gayle is armed to help clients with the toughest messaging and business challenges. She has worked with organizations ranging from small and startup businesses to large enterprises to help build and refine communications strategies and implement programs to achieve significant growth.

Prior to moving into consulting in 2008, Gayle was recruited to join residential services firm Efficient Attic Systems to serve as vice president of marketing. Her charge was to establish a formal marketing department and help grow the company organically into new markets nationwide. During her tenure, she streamlined the marketing function, thereby increasing lead generation and driving down cost-per-acquisition by improving the performance of off-line/traditional advertising mediums. She also introduced new lead generation channels, with a focus on online channels. Previously, Gayle served in a number of marketing and communications roles for Centex Corporation over an 11-year career.

In addition to leading Pro-Activation, Gayle serves as an executive advisor to its sister firm – ExperiPro – which is an insights-driven marketing and brand strategy firm.

Gayle earned her MBA in marketing from the University of Dallas where she now teaches for the Satish & Yasmin Gupta College of Business as an adjunct instructor. She holds a B.S. in journalism from Texas Christian University and is IABC Accredited (ABC).

Objectives

Learning Outcomes

After this course, you will be able to:

  • Assess the communication culture within an organization
  • Identify the strengths and weaknesses of your organization’s communications program
  • Measure the effectiveness of the existing communication channels within your organization
  • Recognize key indicators and establish benchmarks for evaluating communication impact
  • Develop strategies to address identified weaknesses and bridge gaps

Certificate

By completing/passing this course, you will attain the certificate IABC Academy

Learning Credits

CEU
4.0
CPD
5.0
1
Completing this course
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Introduction
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Case Study/Scenario – Problem Information
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LESSON 1 - UNDERSTAND THE DRIVERS
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Understanding Corporate Strategy
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Identifying the Business Need
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Making the Case for the Audit
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Presenting the Plan
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Assignment 1 - Case in Point
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Knowledge Check - Lesson 1- Communication Audit
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Summary of Lesson 1 - Understand the Drivers
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LESSON 2 - DISCOVERY
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Developing the Scope and Outcomes
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Segment the Audience
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Interviews
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Research Methodologies
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Conducting Research
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Assignment 2 - Case in Point
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Knowledge Check - Lesson 2 - Discovery
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Summary of Lesson 2 - Discovery
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LESSON 3 - ANALYSIS & ORGANIZATION
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Gap Analysis
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SWOT Analysis
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Assignment 3 - Case In Point
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Culture and the Audit
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Knowledge Check - Lesson 3 - Communication Audit
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Summary of Lesson 3 - Analysis & Organization
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LESSON 4 - ACTIVATION
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Closing Gaps
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Communications Strategy for Star Midstream
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Setting Benchmarks for Communications Impact
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Assignment 4 - Case in Point
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Knowledge Check 4 - Communication Audit
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Resources/Readings/References - The Communication Audit
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Final Quiz - The Communication Audit
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Course Evaluation Survey
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