Conducting an Effective Communications Audit

An Essential Component of Every Firm’s Public Relations Strategy

Public Relations is an important endeavor for any company or law firm and most of all, it is a contact sport. The initiative requires the time and attention of both lawyers and firm management, and if not executed properly, it presents the potential for substantial lost opportunities that can impact perception of the firm on a local and national level.

A focused communications strategy needs to begin somewhere and a Communications Audit is the right first step – it is a detailed analysis of what kind of media presence you currently have, what it could be, and how to develop comprehensive strategies that boost the presence you’ve already built.

Engaging in a communications audit rather than simply generating “ink” is critically important because it carves out the path for your PR initiative. This is something every law firm should be doing as it gives an overview of your media footprint, a look at your top competitors’ media efforts and the information you need to be truly effective. 

Sign Me Up.

You can audit a variety of audiences including journalists, employees, clients, and community leaders to identify problems or opportunities, which you can then address swiftly and maximize on the positive information your audit has uncovered.

Without this kind of objective information, law firms frequently rely on their own observations, which sometimes are ungrounded or myopic.

Starting the Media Analysis.

We all know our local media outlets, and are continuously tracking coverage. However, when was the last time you looked collectively at the past year? Doing so should highlight important insights. Embark on the exercise and while doing so ask yourself: 

• What are your objectives for communications? 
• How well is the current plan, assuming you have one, working? 
• Are your messages consistent? 
• Are you reaching key audiences and are you moving them to action? 
• What communications efforts have been most effective? 
• What would make our current communications more effective? 

Whether you work with a PR consultant or want to give it a go with your internal staff, here are several steps which will help guide you through the media audit process. 

To be included. 
 

Both internal and external communications efforts can be analyzed but choose one to begin with. Include all news coverage initiated and received. Don’t forget to analyze your social media, web site and other media efforts. 


Review the past. 


Collect your communications coverage from the last year. What was effective? What didn’t work? Did you reach your key audiences with the right messages? Analyze your initiatives and create a list of what worked, and another list for what didn’t. 

Engage reporters. 


Select up to 5 questions to ask reporters regarding their point of view. For example, what words come to mind when they hear the firm’s name? Which firm members do they call, on what topics? Ask reporters how your firm can improve communications and their publication? Gather some competitive intelligence and ask who owns xx spot in xx industry, where does your firm rank in those categories? 

Query your clients.

Asking questions reveals public perceptions and doesn’t have to be intrusive or uncomfortable. Choose two to five clients you have good relationships with, and ask how are we doing? Who does it better?

Break bread with your internal clients.

Your internal audience is very important; they are your communications department’s “clients”. Collect their opinions and take the opportunity to ask them some important questions as well. When you hear the firm name, what words come to mind? Among our competitors, who’s communications are top of mind and why? What do you think we are known for in the press?

Internal Client Part Two. 

One of the most important pieces of information is often ignored - analyze how your internal audiences present your organization to the public. Do all employees have an exact, unswerving “Twitter Pitch” about your organization? Is everyone sending the same message, and is it the message you want?

Think like a communications consultant.

Based on your findings, what would you recommend to yourself for future communications? Select a team to help you analyze your audit results and strategize about future actions. Use your research as the starting point for creating a Communications Plan for your organization. Either create the plan internally, or hire a professional to design and help with the implementation your plan.

A thorough Communications Audit should identify problems, discovering opportunities and suggest actionable steps.