Judging by what I’ve been reading lately there seems to be a resurgence internationally in the PR audit – a tool that I used quite a lot in my early days of public relations, but which little has been heard of in recent years.
A US blog PR Audit: A Critical Path to Measuring Success sums up quite nicely the parameters around a PR Audit and if the concept is entirely foreign to you then this is probably a great way to bring yourself up to date.
As I see it most Australian PR professionals are on top of messaging these days – which wasn’t the case a decade ago.
Where a PR Audit adds value is that it looks beyond day-to-day messaging and delivery of communication. Rather it focuses on more fundamental questions that range from the structure of the PR function within the organisation to the effectiveness of the communication that is taking place.
In my experience some PR Directors and Managers can get quite defensive about PR Audits, thinking that they are going to find holes in what they are doing.
I think that’s short-sighted. In fact I think PR Audits are a great way to demonstrate to management what PR is already achieving and what more could be achieved.
They are particularly useful in better aligning PR and communication strategies with business objectives. And if a PR Director or PR Manager ever wanted to make a case for an expansion of the PR Department, or a change in reporting lines then there’s nothing better than a PR Audit (with the right terms of reference) to provide the ammunition.
Frankly I’m surprised that management doesn’t insist on PR Audits being done on a more regular basis given the size of some PR Departments. However, I guess few in management even know that the PR Audit tool and other techniques are available.
The bottom line is that a PR Audit can be as narrow or broad as you wish it to be.
Based on what I’m reading from overseas perhaps we will see an upsurge in PR audits in the next year or so.
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