How to Tackle an Internal Comms Audit

Right-sized internal comms audits for real results

Internal communication audits have an image problem. They are often viewed as too time-consuming, complex or expensive to conduct and act on. It can be hard to justify putting an audit at the top of your to-do list. Sure, an audit can uncover important insights, but what are the odds you’ll have the people, budget and bandwidth to do a thorough job that drives meaningful change?

The better question is: What happens if you don’t do an audit?

Without audit insights, you may be stuck in a loop. Same tactics, same results, same pressure to deliver the outcomes your organization needs—but without the insights to get there.

Audits don’t have to be large to make an impact

Here’s the good news: Internal communication audits don’t have to be a massive undertaking. They can be fast, focused and immediately actionable for your team.

Done right, an audit can provide the direction you need to right-size your internal communications, connect with your audiences and drive impactful results. And in today’s complex, high-stakes business environment—where priorities shift quickly and the pressure to perform is relentless—those insights are essential.

What a focused internal communications audit looks like

A well-designed internal communications audit doesn’t try to tackle everything. It focuses on the issues that are actively costing you time, credibility and results. This means zeroing in on three key areas:

1. Where do your most important messages get lost?
2. Which channels and tactics drive understanding and action?
3. What prevents your communication from connecting to business outcomes?

In most cases, organizations discover they need to fix a few key things that are creating outsized problems. And once you have those insights, you can create a clear roadmap of what to address first, what can wait and what can deliver immediate impact.

Four signs it’s time for an internal communications audit

An internal communications audit can be a game-changer, especially in moments of change, growth or internal pressure. Here are four signs it’s time to take a closer look at your strategy:

1. Messages aren’t getting through

In a distributed and often deskless workforce, it’s no surprise that some employees report being overwhelmed with information while others say the communication doesn’t meet their needs.

A focused audit reveals which messages are landing, which channels are driving engagement and where communication is falling short so you can address workplace realities.

2. Change is getting stuck

Whether it’s a reorganization, a new system or a shift in strategy, successful change communication requires an ongoing campaign informed by audience insights that help you deliver valuable information, address concerns and secure employee buy-in.

An audit surfaces what employees need to know, understand and believe, so you can build the clarity and confidence that get everyone moving in the right direction.

3. You’re measuring activity, not impact

Views, clicks and engagement metrics are great tactical metrics, but are you also measuring impact?

An audit helps you identify opportunities to tie your work to predictive analytics—using data trends to anticipate employee needs and behaviors—and to strategic business results. It can help you both prioritize your efforts and demonstrate the value of internal communication to the organization.

4. Closing the say/do gap

You’ve defined your purpose, values and employee value proposition, but they don’t consistently show up in daily work, decision-making and culture. That disconnect can erode trust and weaken engagement.

An audit reveals where the story breaks down and how to authentically and meaningfully bring your culture to life in ways that matter to employees.

How to start small and still make an impact

The best audits identify what you can address now to demonstrate momentum, while building the case for larger initiatives that require more time and resources.

Want to see the value of taking focused action? Here are three key ways to get started:

1. Follow the data

Look at which content performs and which doesn’t. If team spotlights earn clicks and your strategy updates don’t, that’s a signal. Shift resources toward content that resonates and experiment with new approaches to elevate essential messages.

2. Ask, don’t assume

Add an anonymous poll to your next town hall or team meeting. Have people rate statements like:

• The information was clear and easy to understand
• This forum was a good use of my time
• I am confident in the direction of the company
• I know what I can do to help us achieve our goals

And pair them with open-ended questions such as:

• What topics would you like covered in our next meeting?
• What is one thing you would like to change about this forum?

You’ll quickly learn what’s landing and what needs to change to keep employees informed and engaged.

3. Tap your internal influencers

Some teams always seem aligned, engaged and in the loop. To find out why, ask:

• What are those managers doing differently?
• How do they cascade messages?
• How do they handle tough questions and conversations?
• What else do they need to communicate more effectively?

Learning from what’s already working can help you scale communication best practices throughout the organization.

Audit for outcomes

Focused interventions demonstrate the power of insights-driven communication. A right-sized audit scales that approach by creating a blueprint to tackle broader challenges, focusing resources where they matter most and driving tangible business results.

When internal communication is audience-focused and outcomes-driven, your people and your business perform better.