Evaluation and communication - Using a communication audit to evaluate organizational communication

This article identifies a surprising dearth of studies that explicitly link communication and evaluation at substantive, theoretical, and methodological levels. A three-fold typology of evaluation studies referring to communication is proposed and examples given. The importance of organizational communication in program delivery is stressed and illustrative studies reviewed. It is proposed that organizational communication should be considered in all program evaluations and that this should be approached through communication audit. Communication audits are described with particular reference to established survey questionnaire instruments. Two case studies exemplify, the use of such instruments in the evaluation of educational and social programs.