A communication audit survey should include questions about how effectively messages are getting through and about how effective the channels carrying the messages are. You can create about 80% of the “right” survey questions based mostly on the messages/campaigns/topics your department is supposed to be communicating and the channels your job involves managing.
Even if you don’t have any other comparison point, such as database norms, remember that you’re more likely to be able to achieve a larger percentage increase if your baseline starts very low. The higher your annual baseline gets over time, the less room for improvement.
I’ve often broken a single long survey into three separate surveys sent to mutually exclusive, mirror-image random samples. This way more people in total respond because they all have a shorter survey presented to them.
People are more used to having two positive and two negative options, especially if the anchors on both ends of the scale are “strongly agree” and “strongly disagree.”
Use a 5-point scale to rate a company’s reputation, but add an option for “I have never heard of this company” to distinguish between those who don’t know of the company and those who think badly of it.
A full survey should be repeated typically every 12 or 24 months because you need to allow enough time between surveys to gather the data, analyze it, report it to leaders, develop solutions, fund solutions, implement solutions, and give them a chance to take hold.
To calculate the percentage response rate for an intranet poll, divide the number of unique visitors to the intranet during the polling period–not the total number of employees–by the number of responses to the poll.
What questions should you ask, and how should you word them, to gauge the effectiveness of your communications program? Here are some good places to start.