Importance of External Communication: Communication Audit Process in Data Solutions

This memo discusses the communication audit process conducted in Data Solutions and highlights the importance of external communication. It also suggests action steps to overcome the problems identified in the audit.

Running head: MEMO
Memo
Name of the student:
Name of the university:
Author note

1MEMO
To: Employees, Data Solutions
From: The director, Data Solutions
Date: March 26, 2018
Subject: Importance of external communication
A communication audit process was conducted in the Brisbane based data management
software company, Data Solutions. Apart from, Brisbane the company also has branches in
Sydney and Melbourne. The outcome of the process focused on the significance of external
communication in terms of both efficiency and cost effectiveness. The categories of external
communication included promotion and marketing of the software products. Moreover, the audit
has shed light on certain internal communication process.
The problems that were highlighted in the audit process are as follows-
 The employees were unable to select the appropriate method of communication for both
content and the target audience. They were in a dilemma whether to choose traditional
or digital form of communication for connecting with the audience.
 The network of internal communication is poor within Data Solutions. Due to the
limited and incomplete network within the organization, some groups are ignored
during communication.
 The meetings that were carried out within the organization did not play any significant
role. Therefore, the meetings were ineffective in reaching out to the employees and the
audience as well.
The analysis of the problems focused on the importance of introducing an effective form of
communication within the organization, Data Solutions to overcome the problems that they were

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facing. The employees needed proper training on the usage of appropriate methods of internal
and external communication. The purpose behind this is to link the individual objectives of the
employees with the organizational goals. In this way, the employees will be made to realize that
the organization’s betterment is connected to their individual improvement. It will serve the
purpose of initiating effective communication within the organization.
Three major problems have been highlighted in the communication audit process. The
first problem is that the employees failed to select an appropriate form of communication for
reaching out to the audience and make an effective content. They were unable to select between
the traditional and digital form of communication in reaching out to the audience. The qualitative
significance of this problem will make communication effective by using different medium of
communication. In terms of quantity, Data Solutions will be able to sell 10% more data
management software per month. Therefore, an effective communication will have a positive
impact on the company both qualitatively and quantitatively.
The second problem was based on the poor network of internal communication within the
organization. This resulted in ignoring certain groups due to limited and incomplete
communication. The qualitative significance of this problem will make both internal and external
communication better by using a stronger network within Data Solutions. The quantitative
significance will focus on making 20% increase in sale than the previous month on an average.
The third problem was based on the ineffectiveness of meetings within the organization,
Data Solutions. There was no proper communication either top- down or vice- versa. As it is a
medium sized company, therefore it needs to grow by making effective two- way
communication, which will be its qualitative significance. The quantitative significance will be

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100% growth of Data Solutions within a year. The company will be able to expand from medium
to large size by using effective communication within.
In order to get over the problems certain action steps can be suggested. For overcoming
the first problem, the employees of Data Solutions need to be trained properly by a
communication specialist. An effective training will help the employees to get over the confusion
of selecting primitive or new form of communication. The training will help them to find out the
difference between the two and their effectiveness in specific cases of context and audience. The
employees should be taken a practical test by the communication expert to measure their extent
of understanding of the lesson.
To solve the problem of poor networking within the organization, the managers should
allow the employees to speak up without any hesitation. A drop box can be arranged where the
employees will put up their complaints anonymously. In this way, the complex issues, which
were not focused at all, will be resolved. Moreover, the managers should lend patient ears to the
opinions of all the employees, which will make them realize of their values in the organization.
For making the meetings effective, all the employees should be encouraged to participate.
In addition to that, personal interviews can also be conducted because there are many employees
who might not feel comfortable in speaking in front of other people. A proper agenda should be
maintained to focus on the important aspects that need to be discussed in the meeting. The
employees should be informed two days prior about the occurrence of the meeting so that they
can prepare for it. This will also enable a full house attendance in the meeting.
Therefore, this memo was intended to make the employees acquainted with the persisting
problems of the organization, Data Solutions. It will make them aware about the risks that are

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associated with ineffective communication. The mention of the qualitative and quantitative
significance of all the problems separately will make them realize the necessity to avoid these
issues. As the action steps are provided for resolution, therefore the employees will not have to
look out for the preventing strategies by themselves and create further confusion. However, there
are certain compliance which need to be linked for the benefit of both employees and the
organization as well.
The compliance will help in improving the quality of the data management software
products that the company sells. A good compliance program will also be helpful in preventing
further errors in terms of networking or communication. It provides an opportunity for greater
efficiency as it I included in the core of operating function of the organization. Therefore the use
of compliance helps in increasing the efficiency of the tasks.
We will be happy to address any of your queries. For further assistance, the details are
provided below.
Call- 7943757893
Mail- [e-mail]