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Communication Audit in Globally Integrated R«U38»D Project Teams

A Linguistic Perspective


Justyna Alnajjar

Communication audit is a relatively new field of research, which has so far been investigated from a managerial point of view. Linguists have not yet researched it. This book summarises existing, mainly managerial, approaches to communication audits and brings to the forefront a linguistic perspective on them. It showcases that their essence is to capture and assess the actual communication behaviour of auditees. The proposed communication audit model, communication audit procedures, and linguistic form sheet can be applied and further developed by scientists interested in taking on research into communication and by practitioners who wish to conduct communication audits in practice.
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Chapter 3: Linguistic Approach to Communication Audits


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Chapter 3:  Linguistic Approach to Communication Audits

3.0  Opening Remarks

Undoubtedly, communication audits can be performed in a wide range of institutions, organisations, companies, etc. They are not bound to any concrete field of study or line of business (see empirical studies in Section 1.3.3(4)). Their multifaceted application has been showcased by various researchers, among them DeWine and James (1988, p. 148), Hargie, Tourish, and Wilson (2002, p. 415), Wiio, Godhaber, and Yates (1985, pp. 88–89). Interestingly, communication audits are often treated as part of broader audits. For instance, a communication audit may be part of a management audit, a marketing audit, or a public relation audit. Presenting the conclusions of a management audit case study, Craig-Cooper and de Backer (1993, p. 110), amongst others, state that:

Indeed, the communication audit, similarly to communication, plays an important role as it influences other activities of a given institution:

communications activity is only a value in as much as it helps further corporate objectives. Audits are increasingly being used as a way of defining internal communications activity in the context of wider, corporate and business imperatives.

(Pollen, 1993, p. 183)

Outcomes of a communication audit ‘may function as a force to propel communication behaviors to a higher level of consciousness’ (DeWine & James, 1988, p. 159). Therefore, it is imperative to focus on defining the communication audit as well as developing its methodological ‘toolkit’...

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