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Communication Audits PR 305: Dr. Kelly Winfrey PR Plan • http://www.lynda.com/Marketing-Public-Relationstutorials/What-you-should-know-about-PR-beforewatching-course/186110/367411-4.html • http://www.lynda.com/Marketing-Public-Relationstutorials/Understanding-elements-PRplan/186110/367422-4.html Creating a PR Plan • Step 1: Analyze the Situation • What is the issue? (generate interest, crisis manage, etc.) • Research to understand the situation and determine what is feasible. (trends, surveys, etc.) • Clarity the issue with a problem statement • One sentences stating your goals. • Goals should be clear and measurable • Example: “We need to recruit 100 volunteers for our annual “Beach Clean-up Day.” “We need to increase our magazine’s circulation by 10% next year.” Creating a PR Plan • Step Two: Plan the strategy • • • • • • • How do you address the issue? What role does communication play? Who are we trying to reach? Who can helps us reach our target audience? What information should be included in your message? What information should be excluded in your message? How do we want the audience to respond? Creating a PR Plan • Step Three: Implement the Plan • Create materials • Make sure the materials are consistent and fit the overall theme and goals • Cut through the clutter, get people’s attention! Creating a PR Plan • Step Four: Evaluate the results • • • • • • • What succeeded? What failed? Did the plan adhere to the objectives? Did the information reach the target audience? Was the message accepted? Did it generate action? Were the costs worth the benefits? Where there any unintended consequences? Communication Audit • Definition: “A comprehensive report detailing the positive and negative aspects of an organization’s overall communication strategy… examines the organizations structure, hierarchy, communication programs and products, publics, and strategic partnerships with other organizations. It also examines, analyzes, and assesses past communication efforts in order to determine their effectiveness.” P. 36 Communication Audit • Purpose: • To improve an organizations internal or external communication. • Help guide future communication campaigns by identifying what is effective how to target audiences and meet their needs. Communication Audit • Internal Communication • • • • • • Internal= within the organization Organizations structure and culture Job satisfaction Impressions of organization’s communication efforts How effective they perceive these to be How the believe their work helps achieve organizational objectives Communication Audit • External Communication • External= communication from the organization to an outside audience • How well target audiences are reached • Effectiveness, accuracy in targeting, relevance, coordinated • Reviews communication products and messages • Interviews contacts with other organizations to determine if whether the tactics have reached the audiences. Audit Steps • Step One: Research the Organization and it’s Communication • History and background- when formed, key players, goals, change over time. • Organizational issues- vision, mission, goals, priorities, environment, balance of power, employee satisfaction, org. objectives, position in community • Situational analysis- describes current problem or issue, org’s interpretation of the problem, scope of the problem, and public’s interpretation of the problem, and competitor’s position Audit Steps • Step One cont. • Describe org’s products/services- what exits, what they believe they’re accomplishing, and what actually accomplishing • Implementation process- what distribution methods are used, why it uses those methods, and how it works with resources during implementation • Systems and strategy- does the org believe it accomplishes its goals, why, and how it gets feedback. Audit Steps • Step Two: Analysis of data • Look for relationships- cause/effect, correlations • Identify strengths and weaknesses • Step Three: Evaluate and Report • Summarize findings and conclusions • Make recommendations • Include scope of the work- tasks performed, types of research, etc. Audit Parts • Organizational Profile • • • • • Appendix B in The PR Style Guide History and background of the organization Current issues, vision, mission, goals, priorities Products and/or services Competitors • What might be included in a profile of ISU? Audit Parts • Media Presence of the Organization • Message quality- clarity, consistency, any discrepancies between what the org. wants to send and what it actually sends • Message delivery- modes used (print, tv, mail), timeliness, distortion, reaching target audience • Relationship quality- employees support of messages, open communication between org. and employees • Audience communication- audience interpretation, is what’s intended what’s received Audit Parts • Audience Profile • What does the audience know? • What is of interest to the audience? • Research grounded in group analysis • Demographics, psychographics, media habits • Looks at how people react to the world according to their values and lifestyles • Uses psychology to explain behavior Use of Audits • Compare organization profile, media presence, audience profile, and media habits to identify inconsistencies or problems. • Provide recommendations to increase the effectiveness of the organization's communication • Need to know what the goal is Recommendations • Important questions to ask when making recommendations based on the communication audit • What impact do you want to have on your audience • What markets and media outlets should you use to impact your audience • What do you want to achieve with your campaign? • What can your campaign offer to your audience that is currently not being offered? Recommendations • Important questions to ask when making recommendations based on the communication audit • What messages are relevant to your audience? • What messages will your audience be open to receiving? • How can you interest the audience in investing time to hear your message? • How will you motivate your audience to action? Recommendations • Important questions to ask when making recommendations based on the communication audit • What might be attractive to your audience? • What might repel your audience? • What communication concerns exist with the current campaign? • What communication do you have about the proposed campaign? Assignment 1 • Your Goal: Research a client and its audience to provide a foundation for your future research-driven public relations efforts. • Your Task: Choose a real world client, conduct interviews and research into their organization, audiences and media presence. Complete the following four sections: Organizational Profile, Organizational Media Presence, Audience Profile and Recommendations. Assignment 1 • Choose your client • • • • • • Small business Larger business (harder to get access to interviews) Non-profit or charity Political candidate Club or organization on campus Department or school on campus Assignment 1 • Organizational Profile: provides a detailed examination of a particular client and their modes and goals of operation. • Who are the important individuals within the organization? • What is the organization and what are their goals? • What competing organizations exist and how do they compare with your organization? • When did the organization begin offering its services? • Where is the organization located and what areas does it serve? • Why does the organization feel it is capable to reach its goals? • How has the organization claimed to successfully serve these goals in the past? Assignment 1 • Audience Profile: a detailed examination of the audience or membership that is currently using the organization’s services, including a discussion of specific demographics and psychographics. • • • • • Who are the people that use the client? What does this audience believe or care about? When does this audience use the client? Where does this audience get its information? Why do these people choose this client over other clients to fulfill their needs? • How does the audience primarily use the client? Assignment 1 • Organizational Media Presence: an examination of the media channels and messages the organization currently uses in an attempt to reach their perceived audience as well as what others are saying about the organization in the media. • Who is the client targeting with their current media messages? • What communication strategies are being employed to reach their audience? • When are these media messages produced and released? • Where are the messages released (using what media channels)? • Why are these media outlets being chosen? • How is the organization portrayed in the mass media by external writers (not part of the organization)? Assignment 1 • Recommendations: analyze emerging trends and issues associated with your organization and propose specific recommendation. • What are the strengths of the organization? • What are the weaknesses of the organization? • Which communication activities are working well toward the achievement of the organization’s goals? • Which communication activities are not working well or are missing from the organization’s plan to achieve the organization’s goals? • What new media practices and/or messages should the client consider to reach the perceived audience Assignment 1 • Recommendations cont. • What are the main threats facing the organization? • What emerging trends or issues should the organization take into account to help the organization expand into new markets or circumvent existing problems? • Is there competition for audience membership? • What opportunities exist to strengthen audience membership or loyalty? • What publicity methods are available to raise awareness of the organization or its campaigns? Assignment 1 • Hints • Research is key and must be cited • Include sources in an Appendix • Use primary sources- interview, observe, client produced material • Use secondary sources- media stories, trade publications, published research • Summarize findings- don’t just answer each question • Final length should be 2-3 pages, single spaced 11 or 12 point font (not including appendix). Assignment 1 • Include a brief (paragraph) introduction and conclusion • Organization should follow the assignment’s order • Use headers for each section • Draft due next Tuesday for peer review. Bring 3 hard copies to class. • Final draft due Thursday, Sept. 24.