| Online Public Relations |
On-Line
Audit |
Client: Job: |
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| Date Created: | Date Revised: | Date Approval Needed: |
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| Agency Signoff: | Spell/grammar check: | Fact check: | |||
| Quality Check: | |||||
| Client Signoff: | |||||
| Business Objective: | |||||
| Communications Objective: | |||||
| Feedback device: | |||||
| Success measure: | |||||
Effective on-line communication starts at the message receiver. You want the message receiver to DO something as a result of communicating with you. This might be increased awareness, greater information, support for decision making, purchasing on-line or after-purchase service. To evaluate your on-line communications, we need to know more about the key person(s) to whom you are communicating. For each key audience, we need to know basic information about them.
| Key Internal Audience Checklist | Check (if key) | Summary Description |
| Stockholders | ||
| Board of directors | ||
| Senior executives | ||
| Senior managers | ||
| Mid-level managers | ||
| Line supervisors | ||
| Staff | ||
| Line workers | ||
| Clerical workers | ||
| Volunteers | ||
| Specific divisions or departments | ||
| Other | ||
| Other | ||
| Other | ||
| Key External Audience Checklist | Check (If Key) | Summary Description |
| Customers/consumers | ||
| Potential customers/consumers | ||
| Contributors | ||
| Potential contributors | ||
| Community organizations | ||
| Activist special interest groups | ||
| Political leaders -- local, state, national, foreign | ||
| Legislators -- local, state, national, foreign | ||
| Government agencies -- local, state, national, foreign | ||
| Industry associations | ||
| Competitors | ||
| Other | ||
| Other | ||
| Other | ||
| Other |
For each key audience, answer the following:
How much of this audience is on-line today and how? Is it on
a high-speed LAN, low-speed modem, a mixture of LAN and modem, partially on-line and
partially off-line? As far as you know now, what on-line media reach this
audience? For example: Internal e-mail, bulletin boards, intranet, knowledge base, chat
group. External e-mail, bulletin board, Web page, information resource, chat groups.
Public provider (e.g., Internet). Commercial provider(s) (e.g., CompuServe, AOL). Is this audience an adversary or potential adversary? What
do we want them to do as the result of on-line communications? Who might join with
adversaries? Is this audience an ally or potential ally? What do we want
them to do as the result of on-line communications? Is this audience neutral but might be influenced? What do we
want them to do as the result of on-line communications? Where is this audience located? Geographic location,
political boundary, ZIP code, telephone area codes? What are the demographic characteristics: ages, gender,
marital status, education level, income level, race, ethnic background psychographics,
such as lifestyle, cultural values? What members of this audience exercise political/economic
power or formal/informal leadership among the members of this audience? Who are the knowledgeable individuals -- opinion leaders --
who influence members of the public? What persons are actively involved in this audience’s
decision-making processes and what role do they play in decision-making? How does this audience think/feel about the organization? How does this key audience behave? For example, involved,
activist, passive, apathetic, go-along? How would you describe the nature of their opinions about
your organization? For example, rational, irrational, emotional? How would you describe the intensity of their opinions? For
example, slight, moderate, strong, zealous/fanatical? What is (are) the self-interest(s) of the members of this
target audience concerning your organization? In your opinion, how accurate is the organization's
perception of this audience’s views? In your opinion, how accurate is this audience’s
perception of the organization's view?