Transcript AOC, Chapter 13 - Concordia University

Assessing Organizational
Communication:
Strategic Communication Audits
Chapter 13
Phase 5: Final Analysis and
Interpretation
The Nature of Interpretation


“To interpret is to try to make sense of or
to understand something in a particular
way; as understanding increases, the
auditing process becomes worthwhile
and valuable.”
“The process of interpretation requires
the construction of an answer that
makes practical sense, rather than the
discovery of the ‘right’ answer that
already exists in the environment.”
The Nature of Interpretation

Eight Steps:
1.
Synthesize all data
2.
Develop focal areas
3.
Identify and define problems
4.
Identify organizational criteria for
success
5.
Consider the organization’s stages of
development
6.
Form tentative conclusions
7.
Make client-centered
recommendations
A Systematic Approach to
Interpretation
1.
Synthesize All Data

Use data from all instruments

Reconcile contradictions

Welcome Different Points of View

Avoid the halo effect

Use other auditors’ work carefully

Keep negative information in
perspective
A Systematic Approach to
Interpretation
2.
Develop Focal Areas

Brainstorm

Allow time; Do not rush

Remember that not all problems
are communication problems
A Systematic Approach to
Interpretation
3.
Identify & Define Problems or
Strengths

Make your search comprehensive

Determine whether an
observation really is a problem

Test different ways of
characterizing problems

Probe the nature of the problems
fully
A Systematic Approach to
Interpretation
4.
Identify Criteria of Organizational
Effectiveness

Organizational comparisons

Internal organizational comparisons

Comparisons with stated goals

Comparisons with past performance

Outcomes

Desirable characteristics
A Systematic Approach to
Interpretation
5.
Consider the Organization’s Stages of
Development (Tailor the Interpretation)

“…it is important to know what stage
of development the organization is in
and to realize that each new solution
breeds new problems in the long run.”

“One important implication for the
communication auditor is that the
same rules do not apply equally to all
organizations.” (Downs, 1988)
A Systematic Approach to
Interpretation
5.
Consider the Organization’s Stages
of Development

One Size Does Not Fit All

Consider the Influence of
National Culture
A Systematic Approach to
Interpretation
6.
Form Tentative Conclusions

Look At The Implications Of Your
Conclusions

Check Your Assumptions

Use Intuitive Powers

Beware Of The False Causeeffect Trap
A Systematic Approach to
Interpretation
7.
Finalize Your Conclusions

The final conclusions should
reflect strengths as well as
weaknesses.

They should be general
statements, amplified with
specific rationales.

They should cover only the most
important items.
A Systematic Approach to
Interpretation
8.
Make Client-Centered
Recommendations

Is it practical or workable?

Is it desirable?

Is it cost efficient?
Relation of Theory to Audits


Basically, interpretation is a
process of constructing theory
about organizational
communication.
In no organizational discipline do
scholars have enough “theoretical
truth” to make prediction exact.
Relation of Theory to Audits


Nevertheless, one must use
whatever theory one has. The
ultimate test of any theory is
whether it works, that is, whether it
is usable, useful, and relevant when
applied.
In this sense, communication
theories have been applied with
great success in communication
audits.
Assessing Organizational
Communication:
Strategic Communication Audits
Chapter 13
Phase 5: Final Analysis and
Interpretation
END