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  • 1.  
  • 2.
    • The audit’s scope should match the size and complexity of the organization
  • 3.
    • Your PR Audit Should Work to Measure Effectiveness of Your Communication Programs
    Organization Department Employee Group Internal Focus
  • 4.
    • Examine a Particular Subject
    • Analyze a Specific Media Channel
    • Uncover Misunderstandings
    • Relieve Bottlenecks
    • Discover New Opportunities
    External Focus
  • 5. Return on Investment
    • Measure Cost Effectiveness
    • Evaluate Ongoing Programs
    • Confirm (or not) Hunches
    • Clarify Questions
    • (Sometimes) Reorient Concepts Among Sr. Management