The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
Key Concepts in Public Relations:
- Provides a comprehensive, easy-to-use overview to the field
- Covers over 150 central concepts in PR
- Paves the way for students to tackle primary texts
- Grounds students in both practice and theory
- Takes it further with recommended reading
Communications audit is the name given to a thorough analysis of the communications processes (internal and external) of an organisation. The aim is to compare the communications objectives (as understood by senior management) with both the output (messages transmitted) and the outcomes (messages received) in all target audiences. The audit should provide the strategic leadership of the organisation with credible and actionable information about the scope, reliability, efficiency, credibility and economy of communications practices and programmes.
[Page 49]Like financial audits, communications audits can be conducted internally or externally, but an external audit is likely to have greater credibility. External auditors will have a stronger focus on the task, the time to devote to it, and core stakeholder groups (especially staff) are more likely to ...