A communications audit is often the right place to start with a new client — it gives you a clear picture of where they are, surfaces problems they may not have named yet, and sets the foundation for everything that follows. Done well, it also builds trust and establishes you as someone who understands them before you start making recommendations.
What you’re looking at
A comms audit typically covers: what they’re currently communicating and to whom, the channels they’re using and how well each is performing, the consistency and quality of their messaging, what their audiences actually think and need, and any gaps between what they’re saying and what they want to be known for.
You’re not just auditing content — you’re auditing the whole communications picture, including capacity, processes, and decision-making.
How to gather the information
Stakeholder interviews are essential — talk to people in different parts of the organisation to get different perspectives on what’s working and what isn’t. Review existing content and materials: website, social media, publications, reports. Look at any available audience data: analytics, survey results, feedback.
Be curious and open — the most important findings are often the ones the client hadn’t thought to mention.
Presenting your findings
Structure your findings around what’s working, what isn’t, and what’s missing. Be honest, even about things that are uncomfortable — the value of an external audit is precisely that you can say things an internal team can’t. Frame problems as opportunities where you can.
End with clear, prioritised recommendations. An audit that produces a long list of problems without a path forward isn’t useful.
The communications audit template below gives you a structured framework for gathering, organising, and presenting audit findings.