Conducting a Communication Audit
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Conducting a Communication Audit

  • 319 views
Uploaded on

A communication audit might seem like an outdated tool, but any public relations practitioner who does not know how to conduct one is missing a key part of the evaluation component of PR planning.......

A communication audit might seem like an outdated tool, but any public relations practitioner who does not know how to conduct one is missing a key part of the evaluation component of PR planning.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)

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
319
On Slideshare
319
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
15
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Communication Audit A public relations research tool
  • 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. 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
  • 9. 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
  • 10. 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.