Communication audit in public relations program

Competitive Advantage Any thorough PR audit will include review and analysis of the competition. We suggest a review of top competitors, with a mix of in-market and out-of-market companies and current and aspirational competitors. Review the messages these competitors are taking to market and how they are doing so.

Is it through a mix of earned and paid media? Are they active on social networks and, if so, what kind of content are they sharing and are their followers engaging? Finally, are they earning regular media coverage and do they have an online home to promote that coverage?

Consider what they are talking about, and whether those topics would be a fit for your company. Our site uses cookies. You rely on the quality of your communications efforts to build that trust. Are you reaching the right audiences with the right messages? Is your message consistent? A communications audit determines both how effective your current communications tools are, including their strengths and weaknesses, and provides recommendations and improvements necessary for your communications plan to work even better.

It improves communication within your organization and helps to build trust and commitment among employees. You can get either internal staff to perform your audit or you can hire a communications audit professional. You will need a thorough check on key tools such as your website, annual report, newsletter, press releases, social media strategy and blog, etc. Your auditor will gather and analyze feedback from your key stakeholders through focus groups, surveys, interviews, media coverage and one-on-one conversations with management and staff.

Based on the feedback received, your communications audit consultant will recommend changes to your current communications strategies as well as additional steps and adjustments you can make to your communications plan.

A communications audit is how you will improve your communications practices in the future. Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further growth and reach goals. She is fluent in Russian and is always looking for a new challenge. Featured image credit: rf.

Topics: public relations. Accessibility statement. Your communications audit in 5 easy steps By Yulia Dianova August 17, Your ultimate guide to this important business tool As your business grows, your external and internal audiences increase.

Step 1 Analyze the communications vehicles distributed to your audiences. Step 2 Get feedback from all internal audiences. One-on-one interviews with executives should reveal: Their vision of ideal communications strategies Any concerns A view of the purpose of internal communications Opinions on staff roles in the internal communications process You can get feedback from employees through surveys, interviews and focus groups. Step 3 Collect data about how external audiences perceive your organization.

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