Communication Audit as the Tools of Event for Measuring Effectiveness and Efficiency of Communication Activities

Rany An Nisaa Syabrina

Abstract


Every communication activities in the event have to do communication’s audit regularly to know how effective the communication’s programs, activities, performances, or policies that they have done. A communication audit is a systematic research method which identified the strengths and weaknesses of internal and external communications in organizing an event. In this case, the communication audit is used to the event, called Damar Kurung Festival, that held in Gresik, East Java, Indonesia. It is organized by “Gresikku Seru!” to preserve and introduce the art of Damar Kurung Gresik, which became extinct, to local and international audiences. This event has been held for 5 years and has never done a communication audit. Damar Kurung, rectangular lantern festival, is Gresik folk art which its each side has a picture that tells about the culture and customs of the Gresik society. This qualitative research describes how communication audit can be used as a tool to measure the effectiveness of communication activities in aspects of management, organization, communication, and feedback. The result of communication audit shows what and where the communication’s barriers and it gives some recommendations to be fixed so that the goal and objective can be reached. Using audit communication, the barriers can be detected and resolved to improve how to organize the events in the future.

Aus. Aca. Busi & Eco. Rev Vol 4(1), January 2018, P 50-59

Keywords


Communication; Audit Communication; Marketing Public Relation; Organization; Event; Local Art

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