What is a PR Audit?
How do you really know what your audience think of you? What are your customer’s first impressions when they land on your website, your social media or walk into your offices or shop? The SBPR team realised that there was no easy way for businesses to asses this true first impression so introduced a service that would: the PR Audit. A PR Audit offers businesses that rare opportunity to gain a true outside perspective of their brand, focusing on all the touch points a client, or potential client, would engage with. From the social media channels and website, to a brand’s media coverage both online and in print, marketing collateral and even personal engagement at the offices, the PR Audit allows you to truly asses your customer’s first impressions - and you know what they say about first impressions!
The SBPR team produce a comprehensive and in-depth report covering all the areas listed below. As well as assessments and analytics, the audit also provides the company with recommendations for improvements following each section.
Each touch point of the PR Audit is an individual project with its own objectives and measurables and managed as a sum of smaller audits including the following:
That’s what we do…
press audit
The SBPR team first has to understand the company’s key messaging enabling SBPR to assess the media coverage for inclusion of those all-important key messages. As well as understanding messaging, the SBPR team also conduct an audience audit. The company’s media coverage is then assessed for how well it reaches the intended audience.
website ux audit
SBPR audits the look and feel of a website from the user’s experience by testing the website; assessing loading speed, mobile optimisation and navigation, and reporting on any issues that would become a barrier to the user.
client experience
The SBPR team create a tailor made survey to send to current and past clients asking for their feedback on their experience with the company focusing on areas such as: How likely it was that they would recommend them, how satisfied they were, how would they describe the company, how they would rate the quality of the work, etc.
internal comms
The SBPR team assess the current internal newsletters and any other internal comms.
external comms
SBPR also audit all flyers/brochures/leaflets etc for consistent key messaging, clarity of message and production quality.
social media audit
The SBPR team starts by understanding the company’s objectives for each social media channel and then assesses the effectiveness of the content posted on each of those channels for achieving those objectives. The look and feel of each channel, tone of voice as well as consistency across the suite is also assessed and analysed. Engagement, growth, reach, and speed of response are also analysed for each channel.
site ux audit
A member of the SBPR team visits the site/offices masquerading as a potential client and reporting on those all-important first impressions from the reception, to parking, navigation ease, to general look and feel.
personnel experience
The SBPR team create a tailor made survey to send to all employees asking for their feedback on their experience with the company focusing on areas such as: How long they had worked with them, what they thought they offered over its competitors, how they explain or describe the company when talking to family and friends, what their first impressions of the company were, what they would suggest to improve that first impression, and which of the company’s social media channels they follow.