How to assess your organisation’s PR capabilities

published 2005

From time to time it’s appropriate to make a self assessment of how your organisation is equipped with regard to PR.

Although the answers may vary depending on whether you are directly responsible for PR, or are simply an occasional user of it, the following questions will give you a feel for whether there’s reason to be satisfied or whether it’s time to institute a review.

Rate your organisation on a scale of 1-5 (with 5 being excellent/exemplary)

 1. What is the internal status and perception of PR? 

Is it understood and a fully participating part of the marketing or management process?

 2. How would we rate our PR resources and capability?

Is our internal team highly regarded and capable in all spheres?
Is our agency (if we have one) adding value to the extent desired?

 3. How would we rate the contribution of PR to the business?

Are there clearly identified contributions PR has made in the last 12 months? Is it seen to add value? How are we measuring its contribution?

 4. Do we have a clearly established message platform?

At a corporate, divisional/business unit and product level?

 5. How structured and planned is our PR?

Is there an overall plan, with objectives?
When we do projects how much do we focus on strategy?

 6. How do we rate our media relations program?

Are we regularly releasing - and getting published - news about us?
Do we know and work with individual key media on a personal basis?

 7. How good are we in working with influencers?

Do we know who the key influencers on the business are?
Do we have a program to engage with them?

 8. How equipped are we to deal with a crisis?

Are we capable of handling a product, factory or company issue or crisis?

 9. How capable are our key executives in the public arena?

Have they been trained to deal with media and other audiences?
Do they convey the right messages about the company?

 10. How good are we in taking advantage of opportunities?

Are our PR people proactive, and quick to take advantage of opportunities?

 11. How do we think our PR compares with our competitors?

Are we doing OK or are we envious of them and their PR successes?
     

TOTAL:

RESULTS

  If you are absolutely perfect you can score 55.

Note: The author of this article is a senior Sydney-based independent corporate PR consultant who advises, coaches and mentors PR Managers and undertakes PR audits of PR Department structures and programs as well as helping review or select PR agencies. In addition he also provides specialist corporate PR and communications advice where issues or change are impacting on an organisation. He also blogs regularly on PR and communications topics similar to those in this article.