A communication audit might seem like an outdated tool, but any public relations practitioner who does not know how to conduct one is missing a key part of the evaluation component of PR planning.
(Part of a series of slides on PR panning by Prof. Parsons)
2. The Communication Audit
A definition
…an evaluation of the entire
communication activity of an
organization to determine whether or
not every primary and secondary
public is receiving appropriate and
intended messages…
3. Why do a communication
audit?
For all the reasons that we do PR research & specifically..
To establish communication / public
relations goals
To evaluate long-term programs
To identify strengths & weaknesses
To indicate areas for further
consideration
4. The Scope of an Audit
You determine the extent of the audit
An audit can examine the entire
communication function of an
organization or be confined to auditing
the effectiveness of communication
with one public.
– For example, you might audit only
internal communication
5. How to Do the Audit
Analysis of communication outputs
Analyze all communication outputs
– Newsletters, web sites, Twitter feeds,
Facebook pages, internal memos,
presentations, videos, brochures, annual
reports, media releases etc.
– Examine the format, tone, style,
message, public targeted, quality,
distribution, and/or update schedule
(method, frequency)
6. How to Do the Audit
Feedback from publics
Informal interviews with front-line
employees
Formal interviews with middle and upper
management
Informal interviews with representatives of
external publics
– Community/opinion leaders, media gatekeepers, industry
professionals
Informal online feedback from various
publics through various channels
– Twitter chats or polls
– Facebook polls etc.
7. Organizing Your Data
Data organization is critical
Use a Data Table
See data table model in
A Manager’s Guide to PR Projects: A
Practical Approach
8.
9. Preparing the Audit Report
Data presentation & analysis
Section 1
– Explanation of the organization’s mission
& background
Section 2
– Scope of the audit, rationale &
methodology
Section 3
– Description of the publics
10. Preparing the Audit Report
…continued
Section 4
– Analysis of each communication tool
– Quality? Appropriateness for public? Meet a
specific communication need? “fit” with the
organization? Accurate & consistent in
message?
Section 5
– Analysis of interviews
Section 6
– Balance sheet of communication strengths &
weaknesses; recommendations
11. A completed audit provides
a starting point for planning
…the balance sheet of strengths and
weaknesses provides a strategic way
to determine the problems and
opportunities.