You will prepare and submit a term paper on Digital Communication and Public Relations. Your paper should be a minimum of 3500 words in length. With such an evaluation, the company will be able to streamline the inter-company communication effectiveness and departmental communications (NEWSOM, D., & HAYNES, J. 2014. P66). The undertaking of digital communication audit is extremely necessary. The practice put an organization in a position to realize its competitive advantages over other competitors in the industry. The auditing of the situation of digital communication can be carried out by the corporate communications team. Also, outside consultants can be outsourced to undertake the practice. Digital communication audit compares the use of electronic communication against the competitors and assists to attain a competitive advantage. It also assesses the digital communication effectiveness of an organization and shapes it to correspond with a set of business objectives. Further, it helps to come up with a strategic communications plan that is focused on accomplishing the strategic communications goals. A well-conducted digital communication audit will add value to the company in many ways such as maximization of sales, modification of perception, recognition of the brand, encouragement of the community support, and improvement of customer relationship (BIDGOLI, H.2006.P.415)
Auditing in communication refers to the process of cleaning out the information closet. It aims at looking at what is necessary, outdated or superfluous in the communication system. It helps to evaluate the effectiveness as well as the efficiency of communication in an organization. A communication audit, in this line, refers to a comprehensive evaluation of the ability of an organization to send, receive and or share information with its stakeholders or the public such as suppliers, customers, investors, personnel and the trade partners. Communication audit appraises the suitability of information mechanisms in place to reach the external and internal public of .the organization. The main purpose of the communication audit is to disclose the weaknesses and strength between the management and the stakeholders and other groups such as the news media and the legislative bodies (Brenda hall, 2010).