In my last post I looked at some online programs that you can use to research prospective and current clients and I have also posted about social media auditing and the importance of keeping tabs of your social media presence. These are both important for the public relations of businesses but what about the wider opportunities of auditing?
Auditing is integral for any business and can look into every aspect of an organisation, a public relations audit will specifically look at how you are being put across to the public, your brand value and reputation and in these tough financial times can asses how effective your PR strategy really is. It is often easy to forget that there is a world outside of the online augmented reality we have created for ourselves, so I’m going to briefly look into audit measures for both on and offline PR.
In a general auditing sense there is a cycle that is often followed and in it’s simplest form follows 4 steps: Planning, Audit, Analysis & Reporting. These 4 steps are the basics when carrying out any audit and are easily applied to a PR audit whether it be on or offline.The following are brief guides to some of the points I would include in an audit, they are not every step that should be taking, but in my opinion are some of the most important.
Consistency is Key: it cannot be stressed enough that all URLS, domain names, Facebook pages and groups, Twitter accounts, Google+ and LinkedIn profiles are owned and maintained by the company themselves. There are various stories of companies that have discovered their .com is being used by another person, not only is it confusing for consumers but it can be potentially damagimng to a company’s reputation. This also goes for branding across sites, make sure you have a style book that is available to all employees so any logos used are always consistent with the company branding.
Integration: with new social networking sites popping up every 5 minutes, integrating all of these with your website is a very good idea. There are programs out there including HootSuite that can do this for you, linking all of your social media profiles on one dashboard so you can update them all simultaneously. It really is becoming too easy not to do this.
SEO: search engine optimisation or SEO as the jargon junkies like to call it essentially ensures that when you type your company name or area of business in to Google (other search engines are available) that the top hit is your website, followed by your Facebook, Twitter etc etc.
Unfinished business: there is nothing worse than getting to a company’s website and discovering that there is a gaping hole on the landing page or the contact details are missing. This is the same for Facebook pages/groups, Twitter and LinkedIn accounts, it is essential that your social media and websites have all the company’s information on and
Maintenance: where possible maintenance to any sites should be done at low traffic times so as not to inconvenience consumers. House of Fraser for example carry out maintenance at 4:00am to avoid loosing customers.
Measurement: In my previous post I profiled some programs that you can use to track aclients, as well as being good for research purposes they are also good ways to measure your social media, collating information including how many followers or likes you have, mentions you are receiving as well in some cases the sentiment behind these mentions.
On and off: another point of consistency is to ensure that your offline profile is the same as your online. This includes messages and branding, the last thing you want to do is confuse your customers when they are looking for you in the real world after researching you online.
Inside and out: sometimes it is easy to forget that your employees are just as important as your customers. Your employees need to be singing from the same hymn sheet so to speak as the PR campaign for the company is to ensure that the same messages are being put across.
The media and your messages: as with social media measurement and monitoring it is integral to do the same with traditional media. Look into your recent media coverage including print, television and radio and see if the messages and reputation you are trying to maintain are what are being included in the coverage.
Auditing is not a one off and it certainly isn’t a quick task, but it is something that will benefit a company in the long run. It is important to carry out PR audits to ensure that you are portraying the right image to the public as well as knowing that the money you are spending on your PR program is well spent. A lot of these auditing measures can be ongoing tasks which will ensure that you are always on top of your PR activity.
For more extensive guides to PR auditing both on and offline I found the following useful: