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
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