From the course: Public Relations Foundations

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Investigating PR and social media audits

Investigating PR and social media audits

From the course: Public Relations Foundations

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Investigating PR and social media audits

- [Woman] You've probably heard the familiar saying, the past dictates the future. When I work with companies, we always evaluate strengths and weaknesses of prior programs. It's important to know where they've been and what's created impact for the brand to create future PR campaigns. To review prior campaigns, I recommend conducting a PR communications audit. The goal of an audit is to identify missing links, or any blocked circuits in your communication's workflow. You focus on how well the organization communicates internally or externally with the public, as well as looking at how messages are exchanged, and the types of media used. There are several steps in the audit process. Start by evaluating all communication efforts, from the business identity and promotional materials to your website presence, and your news coverage. This includes speaking with your stake holders, not just internal, but also external stake holders. Internal stake holders include your employees…

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