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27 / 02 / 2008

It is Possible to Determine Efficiency of PR – the Publicity Creating Company relauched methods of PR-audit

On the 27th of February the business presentation of new methods of PR-audit from Publicity Creating at Radisson SAS hotel took place. The event was attended by representatives of large companies in the financial, automotive, construction, pharmaceutical and other markets.

The main advantages of the presented methods are: the possibility of evaluation of efficiency of PR in figures, the presentation of this work in visual graphic forms, as well as determination of the level of PR in a percentage of possibilities and needs of a company.

According to Rouslana Plis - the Publicity Creating Managing Partner and the Head of Analytics Department of the Company , main objectives of PR-audit is to identify the strengths and weaknesses of PR-activities, evaluation of its effeciency and directions for improvements. As a result of the audit, PR-activities become more systematic.

Background
PR-audit is conducted by the Publicity Creating Company since 2003. During this period of time methods of researches and audit have been improved. In 2007 12 PR-audits have been held.

PR-audit can be conducted in 5 directions of PR-activities (particularly by some of them) - strategy, mass media relations, anti-crisis PR, internal PR, social reputation. Particularly, mass media relations are evaluated by three types of indicators (quantitative, qualitative, quantitative-qualitative), the total number of which is more than 20.

During the audit desk research (statistical, analytical and content analysis of the archive); and field (questionares/ interviews of key personnel and other public audiences - marketing chain partners, customers, experts, partners, journalists, etc. ) are used

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