Relative PR communications audit (works best on a laptop/tablet)
We have identified the top ten areas we believe great communications teams excel in. Answer five questions in each of the areas to find out the strengths and weaknesses of your organisation's communications team. We'll then send you your results so you can focus on making improvements if required. Give honest, gut feel answers about how you feel the communications team in your organisation performs in each area.
Email address (so we can send you your results) *
Your answer
Insights *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We understand our position in the competitive landscape
We understand our core audiences
We know what our competitors are doing, but run our own race
We use active listening tools to monitor for opportunities and threats to our brand
We scan the news agenda regularly (e.g. daily) for opportunities
Strategy *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
Our SMART communications objectives are aligned to business objectives
We have a clear and relevant communications strategy
We understand our organisation's value proposition and differentiators
Our communications strategy is being executed consistently
We have a creative communications platform that supports our strategy
Reputation *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
Our brand is known by our core audience
Our spokespeople have received media training recently and are confident when speaking to the media
Our spokespeople deliver key messages at every media interview
Communications and reputation are regularly on our board's agenda
Our organisation has a good reputation
Planning *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We have agreed key messages that are understood across the communications team
We are aware of upcoming opportunities and trends relevant to our industry
We have a rolling quarterly communications plan
We have a rolling monthly content plan and news pipeline
We are able to respond to real time communications opportunities
Capacity *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We have the correct blend of in-house, outsourced and hybrid communications support
We have assigned enough budget to communications
We have the right structure in our communications team with clear ownership and accountability for all areas of the comms strategy and plan
We have communications champions across our organisation who share relevant stories and content ideas
Our communications team are skilled and trained in everything we need
Stakeholders *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We know who our key stakeholders are
All important stakeholder groups have an engagement plan and named relationship owners
We have strong relationships with key media relevant to our organisation e.g. business, trade, consumer, local, national, print, broadcast, online
We engage with digital influencers relevant to our brand
We have a programme in place to monitor and deliver regular opportunities to engage with political stakeholders
Content *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
Our content stands out from the competition
Our content has high engagement levels
Our content uses new media formats, such as video, podcasts and live streaming
We encourage third parties to create user generated content about or to support our brand
We follow brand guidelines and have a clear tone of voice
Channels *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We use the correct channels to reach our audience
We have a planned approach to sharing news with the media and use embargoes and pre-pitching regularly to maximise the reach of our stories
We have a clear strategy for communicating through digital channels
Our digital channels help us to achieve core business objectives
Our channels work together to consistently deliver the correct messages
Crisis *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We have conducted enough scenario planning for potential crises
We have a clear plan of how to communicate in a crisis
We have considered all digital channels within our crisis plan
We have tested and practiced our response to a crisis
I am confident in our ability to protect our reputation in a crisis
Measurement *
We have never done this
We have tried but haven't managed to make this work
We are okay at this
We have done a good job of this
We are leading the way in this
We invest in useful measurement and evaluation
We know first when we are mentioned in the media
We benchmark our communications activities
We use outcome not output based metrics
We look beyond reach and engagement figures by having relevant measures to gauge the effectiveness of our communications
Have we missed anything you think should be included? We've tried to make this something universal that can apply to any organisation and focus on a high level view of how a leading communications function works. We really appreciate any feedback or suggestions. You can also send feedback to hello@relativepr.co.uk
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I am happy for Relative PR to contact me about my results. I understand that my responses will be treated as confidential. *
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