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Communication Audit

Communication Audit

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Published by Kenyon Stanley

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Categories:Types, School Work
Published by: Kenyon Stanley on Jan 31, 2012
Copyright:Attribution Non-commercial


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Communication AuditComm 652Lawrence Grayson Esq.Communication Audit was a very interesting course. We learned that a communicationaudit is basically a test. Does the intended audience receive the sender¶s message? Whatworked, and what didn¶t? The purpose of the course was to explore the effectiveness of organizational communication by analyzing real-time actual plans and approaches in lightof business objectives. After analyzing, we would propose strategies for enhancing or implementing the communication practices. Brilliantly facilitated by our instructor, thelessons learned in Communication Audit gave me the ability to break down multiplemessages and analyze effectiveness and make sound recommendations.During class, we would routinely analyze current events in order to critically look at thecommunication strategies at work. On one occasion, we examined the Derek Jeter 3000debacle. On July 9, 2011 Derek Jeter of the New York Yankees secured his place in baseball hall of fame by hitting his 3,000
base hit. Even more spectacular was that therare feat came by way of a home run. That meant that some lucky fan caught a baseballthat was worth hundreds of thousands of dollars. The fan that caught the ball defied the present-day individualistic mindset of society and gave Derek Jeter the ball withoutasking for anything in return. The fan¶s selfless act didn¶t go unnoticed by Jeter or theYankees. The fan was given priceless Jeter memorabilia and expensive luxury suitetickets for the remainder of the season. Unfortunately, the IRS decided to tax the youngfan on the potential value of his newfound fortune. The press went crazy. It was soondiscovered that the fan was a recent college graduate with tens of thousands of student
loan debt and could in no way afford to pay off the IRS¶s bill for his luxury items. TheYankees¶ PR department contacted Derek Jeter and asked if he would be willing to payoff the fan¶s IRS bill. Jeter said no, citing that the fan gave him the ball of his ownaccord. Jeter immediately began to receive negative PR from his cold response.However, Miller Lite realized that Jeter¶s refusal to help the fan created a great PR opportunity for the beer distributor. Miller Lite paid the IRS bill and the fan¶s studentloans. More important, Miller Lite communicated the benevolent act through a pressrelease where the company praised the fan¶s character and worked in the company¶s tagline by stating that he exemplified what it means to live the ³High Life´. The Jeter casestudy was one of many case studies that helped us conceptualize the purpose and themethodology behind performing a communication audit.The major project of the course involved performing a communication audit on the newlyestablished 7
Street Public Market in Charlotte. The class broke off into groups andeach group conducted several site visits at the uptown market and other markets where potential vendors sold their wares. We interviewed potential vendors and asked a seriesof questions in order to effectively analyze the communication practices of the 7
StreetPublic Market. The complexity of the project was realized by all of us when we foundout that each group would contribute to the final product, which would be delivered to theexecutive director, Christy Shi.In the end, Communication Audit proved to be a valuable resource for me. I now havethe ability to walk into any organization and accurately audit various communication practices, analyze their effectiveness and make sound recommendations that will benefit

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