Public Relations

Communication Audits and Benchmarking

A communication audit reveals how well an organisation’s communication is working and where to improve. This course covers audit scope and methods, surveys, interviews and focus groups, channel and content analysis, benchmarking against peers, analysing findings and producing an improvement plan.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Communication teams often lack evidence of what works. You will learn to assess communication systematically.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Audit design exercises, survey and interview practice, benchmarking analysis and report writing.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Define the scope and objectives of a communication audit
Select audit methods
Design surveys and interview guides
Analyse channels and content
Benchmark against peers
Produce findings and an improvement plan

Target audience

Who should attend.

This course is suitable for:

Communication managers
PR professionals
Internal communication specialists
Consultants
Corporate affairs staff

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Audit design
Research methods
Content analysis
Benchmarking
Reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Audit Purpose

09:00–10:08Why audit
10:08–11:00Scope
11:00–11:30Coffee break
11:30–11:45Scope (continued)
11:45–12:53Stakeholders
12:53–14:00Exercise

Day 2Methods

09:00–10:08Surveys
10:08–11:00Interviews
11:00–11:30Coffee break
11:30–11:45Interviews (continued)
11:45–12:53Focus groups
12:53–14:00Design workshop

Day 3Channel and Content Analysis

09:00–10:08Channel review
10:08–11:00Content analysis
11:00–11:30Coffee break
11:30–11:45Content analysis (continued)
11:45–12:53Metrics
12:53–14:00Exercise

Day 4Benchmarking

09:00–10:08Choosing peers
10:08–11:00Comparisons
11:00–11:30Coffee break
11:30–11:45Comparisons (continued)
11:45–12:53Best practices
12:53–14:00Workshop

Day 5Findings

09:00–10:08Analysis
10:08–11:00Report writing
11:00–11:30Coffee break
11:30–11:45Report writing (continued)
11:45–12:53Improvement plan
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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