Dennis Tourish is Reader in Communication Management at University of Aberdeen. He previously held appointments at Ulster and Queensland universities. He has published widely and consulted extensively on organizational communication issues.Noel Wilson is an Assistant Director in the University's Information Services Department, with responsibility for academic IT and media services. He has a special interest in the impact of new technologies in third-level education and has published several papers in the field, several in conjunction with academic colleagues.
AbstractCommunication audits have now featured in the literature for 50 years, and many audit approaches have been evaluated. However, follow-up studies designed to chart the actual impact that an audit makes upon communication performance have not been reported. Rather, audits are typically presented as one-shot events, whose impact is not measured. It is as if the audit is an end in itself rather than part of a process of measurement and performance improvement. This paper is therefore timely, since it employs a follow-up audit to track the effects of an initial audit upon a major health care organization. The findings do not support the view that the frequently expressed desire of staff for greater communication is a metamyth, and that an increased flow of information simply produces a demand for more. Rather, and consistent with the precepts of Uncertainty Reduction Theory, the provision of information reduced uncertainty and generated increased satisfaction with communication processes. The results from this study also illustrate how the audit can play a useful role in an organization's communication strategy. (Odiorne, 1954), and its use has frequently been urged on business, public relations and human resources practitioners (e.g. Campbell, 1982;Kopec, 1982;Stanton, 1981;Strenski, 1984). Its role has also been stressed in not for profit organizations (Lauer, 1996), and as an important ingredient of strategic marketing in the healthcare sector . Its value as a pedagogic instrument in the teaching of management communication has been asserted (Conaway, 1994;Shelby and Reinsch, 1996;Scott et al., 1999a), while communication audits have been recognised as a valuable ingredient of employee audits in general (Jennings et al., 1990), and in corporate assessment overall (Furnham and Gunter, 1993 (Goldhaber and Rogers, 1979). However, while several audit studies were reported in the 1980s, relatively few were published in the 1990s. Indeed, 6 in this era Ellis et al. (1993, p.143) noted that the general literature on the topic was 'sparse.' There are many reasons for this, and a variety of attitudinal and structural obstacles to the wider utilisation of audits have been identified (see Tourish, 1997). The result of these barriers is that communication audits are an example of a useful approach to research that has been unjustly neglected (Smeltzer, 1993).What would seem to be the case is that audits have entered the 136). Their exhortation seems to have ...