Public Relations Tactics

Measuring Success: How to “Sell” a Communications Audit to Internal Audiences


Publication Date: 4/2006

Source: SO01 Public Relations Tactics
Product Code: 6C-040605
Organization/Author/Firm: Rebecca Hart, APR
Specialization(s): Research - Evaluation / Measurement
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Summary

Communications research programs often start with a communications audit, a method of research that determines how your core audiences perceive your organization. With this type of high-quality research, you’ll get strategic information to take your communications program to the next level. But the challenge is: How do you sell the audit (or any other research initiative) to upper management when you’re already fighting for every implementation dollar you can get your hands on?