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PR COMMUNICATION AUDIT

Lecture 2

PR Communication Audit
PR Communication Audit contains information and data about organization and/or company, which should be gathered from internal and external environment; To make PR Audit you should follow the outline, which helps create situational analysis.

External Factors
Internet Monitoring Media Monitoring Consumer Research (Focus Groups)

Internal Factors
Mission and History; Products, services, etc. Detailed Description; Resources, budget, personnel and programs statistics; Interview of the main staff about problematic situation, brief summary; The full description of how to handle the problem in the organization; Controlled media communications, media list and description; Critics about organization; Research.

SWOT Analysis

PEST Analysis

The Five Forces

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