Debbie is interested in measuring the effectiveness of her firm's public relations campaigns. She would like to perform a content analysis of the firm's messages as well as a readership survey. Debbie is most likely performing a
A)social audit.
B)communications audit.
C)public relations audit.
D)advertising audit.
E)environmental audit.

Question

Quizplus · Accepted Answer

Debbie is interested in measuring the effectiveness of her firm's public relations campaigns, which falls under the scope of the communications audit. A communications audit analyses all communication channels used by a company to make sure they are in line with the company's objectives. In this scenario, Debbie wants to review the firm's messages (content analysis) and measure how effective these messages are in reaching its target audience (readership survey). Social audit is a broader review of a company's social and environmental impact, while a public relations audit focuses strictly on public relations activities. An advertising audit concentrates on ad campaign performance, while an environmental audit identifies the environmental impact of the company's operations.

Debbie Is Interested in Measuring the Effectiveness of Her Firm's