"The single biggest problem with communication is the illusion that it has taken place". George Bernard Shaw eloquently summed up the challenge facing organisations when they are trying to address one of the topics most frequently raised by employees in surveys.

We may have a complete set of systems and processes in place the intention of which is to communicate with employees. These may all appear to be reliable but still people write "Communication needs to improve" in the comments box.

But how can we improve if we are not sure whether people are dissatisfied with the Newsletter, or the email system, or the intranet... or the way their manager doesn't acknowledge them in the morning?

The Burton OD approach has been to develop a model of internal communications which forms the basis of a truly revealing audit, carried out via survey.

 An organisation needs flows of one-way (information) and two-way (dialogue) communications that address strategic issues (such as aligning people with what the organisation is trying to achieve) and operational issues (such as what targets have to be met, sharing of knowledge)

The one-way flow presents people with information then need in a form that is relevant to them. The two-way flow provides opportunities for people to understand key messages, contribute ideas and subsscrieb to organisational strategy and policies.

Communications designed to inform people about organisational strategy and help them understand performance and results.

Communications designed to bring the behaviour and commitment of people in line with the strategic focus of the organisation.

Communications designed to ensure that people have the day-to-day information and knowledge they need to achieving individual and team objectives and tasks.

Communications designed to engage the commitment of people to their individual and team plans and objectives as well as encouraging them to come up with ideas.

The survey, available online or via paper-based questionnaire, addresses each of the one-way two-way segments. It also measures the effectiveness and importance of each of the key communication channels.

Results are presented in tables and charts and are available by demographic groups (including which part of the organisation).

The standard survey can be tailored and branded to suit organisational needs and Burton OD can offer a range of additional support to improve communication processes and management skills.