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1. Media Relations and PR Audit
Media Relations and PR Dimensions Scores Recommendations
Media Awareness
We are currently known by local media 4 0
Received coverage in last 6 months 2 Monitor editorial mentions and maintain a "clipping" file
You are sought out as subject matter experts 1 Groom and promote internal subject matter experts to the media
Positioning
Have a clear, well defined, positioning statement 5 0
Positioning statements clearly differentiate offerings 5 0
Positioning statements have been externally verified 0 Measure/monitor customer feedback formally and informally via surveys, focus groups, etc.
Internal Support
Executive support ongoing effort for media coverage 5 0
Executives develop announcements and participate 5 0
Spokepersons have received media coaching 4 0
Contact info for media inquiries is provide and easy to find 2 Document and communicate plan to all employees on how to respond to media inquiries
Expertise
Strategy has been defined and is being executed 3 Use our Public Relations Plan Template to create an effective plan.
Strategy is aligned with corporate goals & objectives 1 Periodically audit media plan and results to ensure alignment with corporate goals and objectives
There is oversight, cooperation and accountability in place 2 Ensure the agency allocates appropriate share of resources and expertise to accomplish goals
Team knows how to craft press releases and other media 3 Engage the services of qualified writer to properly craft your media communications
There is oversight, cooperation and accountability in place 4 0
Team knows how to craft press releases and other media 5 0
Process
Process in place is effective 3 Establish criteria for which events will become press releases
Distribution of news and stories is timely 1 Distribute news to media so that they are among to first to know
Tracking of results and placements occurs 4 0
Process helps other departments to know how to gain coverage 2 Analyze each editorial placement for promotional value, helping departments exploit favorable coverage
Process is opportunistic, recognizing current events and trends 1 Media relations team constantly considers how current events create editorial coverage opportunities
Media Relationships
Team knows how to identify and build relationships with key Verify media contacts areas of interest and maintain regular, appropriate communication with each
media 1 contact
Team maintains a contact database with preferences 1 Keep a list of all media contacts, areas of interest, contact info and a log of past interaction/coverage
There is regular, meaningful, communication with the media 2 Initiate contact with media regularly enough so they know you and your company
We are responsive to media inquiries 2 When media contacts you, respond immediately even if you can't provide the information they seek.
Team has assembled effective press kit and other media Press kit: corporate backgrounder, past press releases, white papers, article reprints, marketing
resources 2 literature.
Be responsive, courteous and knowledgeable. Provide them with meaningful stories and don't waste
Team is respected by the media 2 their time.

2. Media Relations and PR Audit
Weighting Scale
Media Awareness Positioning Internal Support Expertise Process Media Relationships Total
25% 15% 15% 20% 15% 10% 100%

3. Media Relations and PR Audit
Media Awareness
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Relevant, local, industry and national media know about your organization and
what it does.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Your organization has received meaningful editorial coverage in past six months. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Members of your organization are periodically sought out as subject matter
experts for news stories.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
Positioning
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Your organization has developed and articulated a clear, well-developed position
understood by outsiders.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Positioning statements exist for offerings that clearly describe and differentiate
them, and are known and understood by internal stakeholders.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Positioning information (statements) have been validated externally, and have
shown to effectively communicate organizational and offering value propositions to 3 Somewhat Agree 5
outsiders (media, customers, stockholders, etc.) 4 Agree
5 Strongly Agree
Internal Support
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
Organization's executives support an active, ongoing effort to secure favorable
media coverage.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Organization's executives, influencers and experts are available to assist in
developing announcements and to participate in media activities (press
conferences, media interviews, etc.)
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Organization's potential spokespersons have received formal media coaching. 3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
Everyone in the organization knows how to respond and to whom to direct
inquiries should they be approached by the media.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
Expertise
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
An effective media relations strategy has been developed and is being executed on
behalf of your company.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The organization's media relations strategy is aligned with and producing results
that support corporate goals and objectives.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
If an outside media relations consultant or agency is in use, there is effective
oversight, cooperation and accountability in place.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations knows how to properly craft
press releases and other media communications.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations understands the protocol for
contacting and working with members of the media.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations is skilled at targeting
relevant media and identifying editorial opportunities.
3 Somewhat Agree 5
4 Agree
5 Strongly Agree
Process
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
The organization's media relations process regularly and effectively develops
product, personnel, partnership and other news items of real interest to the media.
3 Somewhat Agree 3
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The organization's media relations process distributes news items and stories to
the media in a timely manner that frequently result in editorial coverage.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The organization's media relations process tracks the results of its efforts,
monitoring the media for placements.
3 Somewhat Agree 4
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The organization's media relations process helps other departments, such as sales
and customer service, know of and exploit favorable editorial coverage to their
advantage.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The organization's media relations process is opportunistic, recognizing current
events and industry trends that create story opportunities or greater receptivity to
the organization's positioning.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
Media Relationships
Description of Best Practices Level of Compliance Score Notes/Comments
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations understands how to identify
and build relationships with key members of the media.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations maintains a list or database
of media contacts with their communication preferences and a history of the
relationship.
3 Somewhat Agree 1
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations has regular, meaningful
communication with the media on its contact list.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations is responsive to media
inquiries, returning calls and e-mail messages even when unable to provide 3 Somewhat Agree 2
comment. 4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations has assembled an effective
press kit and other media resources and they are available in hardcopy or online.
3 Somewhat Agree 2
4 Agree
5 Strongly Agree
1 Strongly Disagree
2 Disagree
The individual or team responsible for media relations is respected by the media. 3 Somewhat Agree 2
4 Agree
5 Strongly Agree

4. Media Relations and PR Dimensions Level Media Relations and PR Maturity Index
Media
Awareness
Media Awareness 2.3 5.0
4.0
Positioning 5.0
3.0
Media
Positioning
Relationships
2.0
Internal Support 4.0
1.0
Expertise 3.0 0.0
Process 2.2
Internal
Process
Support
Media Relationships 1.7
Overall Weighted Average (out of 5) 3.0 Expertise