Communication Audit: Turkey Farmers Association of Australia Report

This report presents a communication audit conducted for the Turkey Farmers Association of Australia, aiming to enhance internal and external communication to promote turkey as an alternative meat choice. The audit identifies flaws in the association's communication system, including lack of awareness among members regarding promotional plans, communication gaps due to infrequent meetings, and inadequate training for interns. Recommendations from a consultancy include encouraging small-scale farmer participation, leveraging technology for virtual meetings, establishing zonal heads for better coordination, and providing comprehensive training for interns. The report emphasizes the importance of transparent and effective communication for the association's success, ensuring all members feel included and informed in decision-making processes. It also highlights the establishment of a committee to facilitate direct communication between members and the President, fostering a collaborative environment for improved strategies and outcomes. Desklib provides access to similar solved assignments and past papers for students.

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To: Members of Turkey Farmer Association of Australia
From: President of Turkey Farmer Association of Australia
Date: October 18, 2018
Subject: To have effective communications in our organization to promote Turkey as
alternative meat for Australians.
We have conducted Communication audit to understand the strength and weakness of our
association to run smooth business with our consumers and have best practices within ourselves.
This was done so that we can come across the problems we are facing in promoting turkey as an
alternative food to red meat in the country.
Communication audit process helps the organization to improve their business and relation
through effective communication. It helps to find the flow in the communication with employer
and employees or its business associates. It is very crucial for the business to stand in the
market. Effective communication is a key factor for a business to grow (Sharp, 2017). This
shows that the level of understanding and working collectively is easy in the organization and
they were together working for common goals of the company. A company should have the two-
way process of effective communication, i.e. speaking and listening. Good communication skills
not only include being the good orator but also the good listener. They have questions and give
time to subordinate to answer their curiosity or addressed their problems. This could be analyzed
by a third-party or could to done internally. They understand or finds how effective the
communication is within the organization to achieve the common goals of its existence and
secondly how well they communicate using different technologies (Bhatt, 2011).
The purpose of this audit is to know where our systems lack regarding the communication and
the channels involve it. It will give a clear picture to rectify it for the betterment of the
association. People will be trained or advised to have better communication and work as a team
for the promotion of the association.

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We came across many flaws in our system. It came under my knowledge that when we made a
decision on how we have decided to promote our turkey in our country many members had
issues regarding that. The mail was sent to every member to give their suggestion as for how we
can promote Turkey as an alternative to red meat and chicken and as an economical meal. We
got various suggestions, and it was concluded that we would promote through radio and social
media. As we have a budget constraint, we avoided promoting it on print media or digital media.
Keeping samples in the store is also direct marketing way to promote it (Fischhoff, 2012).
During the audit it came into light that people were not aware of the plan for the promotion.
They had no information regarding the suggestion asked by the association or suggestion given
by the other members. They felt neglected and unheard. It directs the problem in the internal
communication of the association. This is not good for the benefit of the association. It hampers
the objective of the organization. We have to collectively work to make turkey Australia
alternative meat food than festive food (Knight, 2012).
Secondly, Australia being a big country, it's difficult for the association to hold a meeting very
often and members participate in all meetings which are held. It creates a communication gap
between the association and its member. Though we circulate the email about the meeting
beforehand and ask for the suggestion to be discussed in the meetings still, we lack here and fail.
Both the association and members incurred a loss as the issues or suggestions are not discussed
properly or thoroughly.
As we are aware that we currently have funds and workforce shortage, the association has
employed college interns for carrying out some official work. It was deduced that the lack of
training has made them incompetent resulting in havoc in business regarding internal
communication. They don't send emails on time or reminders to the members or lack in keeping
the records on time. This all affects the business at large. This shows a very casual approach of
organization and makes business or meeting less serious (King, 2009).
The entire above stated problem affects the business at large. The corporate motto of the
association seems lost as small-scale farmers are unable to communicate effectively with the

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association. They feel neglected and gets angry with the associations. Large farms have funds
and people, so they keep pouring their ideas to promote and actively participate in all the
meetings. They are all equipped with technology which keeps them an edge in the game.
We have been suggested some remedies by the consultancy to overcome our flaws and have
better or effective communication within our association. It was advised that small-scale farmers
should be encouraged from time to time to promote the benefits of turkey. Time should be
allotted to listen to their problems or suggestion made by them. If the suggestion doesn't come
from their end, then reminders should be given to them. Everything should be emailed or mailed
to them prior. Time to time they should suggest the association without any judgment or
hindrance.
Secondly, for effective communication and it's smooth running in big organization technology
plays a key role. Virtual meetings could be held from time to time. Farmers or members should
discuss their routine or difficulty if they face any. Proper training about technology should be
given if people are not aware of it. At least they should meet virtually every fortnight and points
to be discussed should be handed to them beforehand so that they can be well prepared
beforehand. Concall and video chats should be regular for effective communications. Feedbacks
should be regularly taken and monitored eventually. This will reduce the distance and will be
more beneficial to associations as it will save time and money and connecting members on a
larger scale. The zonal head should be made who directly reports to the President. Their main
roles are to connect with all the farmers and members of the association in their respective zone
and discuss issues and strategies with them. All the solution and recommendations should be
discussed with the head. They all should meet monthly or quarterly basis. They become the
representative and are answerable to the members of their zone. It will become easy to manage
such a large group and also to get a better outcome (Garicano, 2010).
Lastly, the association should provide proper training to interns to run the business smoothly.
They should be trained and monitor regularly. The emails sent by them to members should be
checked like the format or the language used so that it diminishes any gap if any. Internal
meetings should be held, and they should be asked about their suggestion to improve the

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business. It should be explained to them the benefit and aim of the association so that they don't
take it casually. They should be given a certificate of training which helps them to build their
careers in future. This will motivate them to do justice to their job and leave their casual
approach as they are not paid for it. This way both association and interns or volunteers will
benefit collectively (Krajicek, 2008).
This memo is circulated so that members can understand the importance of effective
communication in our business. How it plays a key role in the promotion of our association and
its weakness to hamper it. Through the audit, we came to know about the many loopholes in our
system the recommendation given by them has given us the insight to improve in our
communication both internally and externally to achieve success or goals (Park & Reber, 2011).
If we try to inculcate the recommendations given by them in our system, it will be highly
commendable for our association to work in progress. None of our members will feel neglected
or intimidated by bigger farmers (Massey, P., Budenz, A., Leader, A., Fisher, K., Klassen, A.
and Yom-Tov, E. 2018). There would be smooth and transparent communication within the
organization. This will give us a better output and suggestion. Collectively everyone will b a part
of the decision making directly or indirectly. Both members and employers will benefit from
effective communication. It will give them the sense of belonging and will be answerable t their
roles given. This all should be monitored on a regular basis (Kahai, Huang & Jestice, 2012).
It's been seen that any organization where there is a gap of communication or miscommunication
business suffers a lot. Internal and external communication should be transparent so that
everybody remains on the same page (Schoeneborn, 2010).
Turkey Farmers Association of Australia will only be benefited if the communication is clear and
everybody feels the part of it. There should be no obstacle in discussing the issues with the teams
or member. The association should move forward in promoting Turkey countrywide with
everyone’s suggestion and recommendation which should be agreed by all (Sangsawang &
Ussahawanitchakit, 2013).
We have devised a committee where members of the association will now connect easily with
the President and give their valuable suggestions or recommendation as required or asked. If

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anyone has a query or idea for improving the process, they are free to let us know about it. We
will get back in touch with you for further assistance.
Contact details
Phone no: [phone]
Email ID: suggestionhelpline[at]turkeyfarmersassociation[dot]aus
Website: www.turkeyfarmersassociation.aus.in
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