The Communication Audit as a Company Performance Indicator
The Communication Audit as a Company Performance Indicator

Communication; audit; plan; strategy; performance; principles.

Summary/Abstract: In an era in which technology has advanced so much that people can communicate wherever they are in a variety of forms, the role of communication in company’s activies has increased dramatically. Communication is no longer seen as something which just happens naturally, it has become a strategic instrument which greatly influences the company’s performance. More and more studies have shown that there is a clear connection between communication effectiveness and organizational performance. Under the circumstances, the necessity of assessing communication effectiveness and efficiency is becoming a must for all companies, no matter their size or field of activity. The communication audit is the best instrument that can be used in this assessment. In our study, we are going to describe the communication audit from the theoretical point of view, focusing on principles, stages and implementation. Finally, we will be considering a practical situation in the form of a case study on the Romanian subsidiary of a multinational company.

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