A communication audit might seem like an outdated tool, but any public relations practitioner who does not know how to conduct one is missing a key part of the evaluation component of PR planning.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

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

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.