The audit’s scope should match the size and complexity of the organization

Your PR Audit Should Work to Measure Effectiveness of Your Communication Programs

Organization Department Employee Group

Internal Focus

• Examine a Particular Subject

• Analyze a Specific Media Channel

• Uncover Misunderstandings

• Relieve Bottlenecks

• Discover New Opportunities

External Focus

Return on Investment

• Measure Cost Effectiveness

• Evaluate Ongoing Programs

• Confirm (or not) Hunches

• Clarify Questions

• (Sometimes) Reorient Concepts Among Sr. Management