This document provides a template for conducting a PR audit to evaluate and improve a company's public relations efforts. It outlines key areas to examine such as defining objectives, identifying target audiences, evaluating communication channels and tools used, researching audience perceptions, and analyzing media and social media coverage. The goal of the audit is to assess the effectiveness of current PR activities and identify ways to make PR communications more impactful going forward.

1. PR Audit Template
Your starting point for improving your PR
Know where you are
headed
Define objectives - what
are you are seeking to
achieve?
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2. Think about your PR
What have you been
working on?
• Creating a perception
• Building on a current
perception
• Changing a perception
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3. Who are your audiences?
Prioritise your audiences
and identify key
influencers
Don’t forget internal
audiences too
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4. Define the communication
channels being used
Which channels for which
audiences?
How have channels been
decided?
Are all channels
appropriate/relevant?
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5. Define current tools
Many tools or few?
Do tools differ by
audience?
Do tools allow for two-way
communication or not?
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6. Assess current tools
How effective are they?
• Press releases
• Newsletters
• Leaflets
• Brochures
• Website
• Exhibition stand
• Annual report
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7. Evaluating your PR
Do your research
•
•
•
•
•
Questionnaires
Focus groups
Interviews
Surveys
Website analytics
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8. Analyse press and media coverage
What does it say about
your business?
What key messages come
across?
How accurate/favourable
is it?
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9. Analyse your social media
What social influence do
you have?
Are you building fans and
followers?
Is your content being
shared?
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10. What next?
Make your PR more effective
Get started on your PR audit today
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11. Contact Debbie Leven
• Not getting the media exposure your business needs
or deserves?
• Need PR but don’t know how to go about it?
• Worried competitors are getting all the media profile?
• Then go to: http://prcoach.co.uk/pr-help/
• Or call me now on: 01923 606223
• Or email me on: debbie@prcoach.co.uk
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