Media Relations and PR Audit

1. Media Relations and PR Audit Media Relations and PR AuditMedia Relations and PR Dimensions Scores RecommendationsMedia AwarenessWe are currently known by local media 4 0Received coverage in last 6 months 2 Monitor editorial mentions and maintain a "clipping" fileYou are sought out as subject matter experts 1 Groom and promote internal subject matter experts to the mediaPositioningHave a clear, well defined, positioning statement 5 0Positioning statements clearly differentiate offerings 5 0Positioning statements have been externally verified 0 Measure/monitor customer feedback formally and informally via surveys, focus groups, etc.Internal SupportExecutive support ongoing effort for media coverage 5 0Executives develop announcements and participate 5 0Spokepersons have received media coaching 4 0Contact info for media inquiries is provide and easy to find 2 Document and communicate plan to all employees on how to respond to media inquiriesExpertiseStrategy has been defined and is being executed 3 Use our Public Relations Plan Template to create an effective plan.Strategy is aligned with corporate goals & objectives 1 Periodically audit media plan and results to ensure alignment with corporate goals and objectivesThere is oversight, cooperation and accountability in place 2 Ensure the agency allocates appropriate share of resources and expertise to accomplish goalsTeam knows how to craft press releases and other media 3 Engage the services of qualified writer to properly craft your media communicationsThere is oversight, cooperation and accountability in place 4 0Team knows how to craft press releases and other media 5 0ProcessProcess in place is effective 3 Establish criteria for which events will become press releasesDistribution of news and stories is timely 1 Distribute news to media so that they are among to first to knowTracking of results and placements occurs 4 0Process helps other departments to know how to gain coverage 2 Analyze each editorial placement for promotional value, helping departments exploit favorable coverageProcess is opportunistic, recognizing current events and trends 1 Media relations team constantly considers how current events create editorial coverage opportunitiesMedia RelationshipsTeam knows how to identify and build relationships with key Verify media contacts areas of interest and maintain regular, appropriate communication with eachmedia 1 contactTeam maintains a contact database with preferences 1 Keep a list of all media contacts, areas of interest, contact info and a log of past interaction/coverageThere is regular, meaningful, communication with the media 2 Initiate contact with media regularly enough so they know you and your companyWe are responsive to media inquiries 2 When media contacts you, respond immediately even if you cant provide the information they seek.Team has assembled effective press kit and other media Press kit: corporate backgrounder, past press releases, white papers, article reprints, marketingresources 2 literature. Be responsive, courteous and knowledgeable. Provide them with meaningful stories and dont wasteTeam is respected by the media 2 their time.

2. Media Relations and PR AuditWeighting ScaleMedia Awareness Positioning Internal Support Expertise Process Media Relationships Total 25% 15% 15% 20% 15% 10% 100% Media Relations and PR AuditWeighting ScaleMedia Awareness Positioning Internal Support Expertise Process Media Relationships Total 25% 15% 15% 20% 15% 10% 100%

3. Media Relations and PR AuditMedia AwarenessDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeRelevant, local, industry and national media know about your organization andwhat it does. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeYour organization has received meaningful editorial coverage in past six months. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeMembers of your organization are periodically sought out as subject matterexperts for news stories. 3 Somewhat Agree 1 4 Agree 5 Strongly AgreePositioningDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeYour organization has developed and articulated a clear, well-developed positionunderstood by outsiders. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreePositioning statements exist for offerings that clearly describe and differentiatethem, and are known and understood by internal stakeholders. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreePositioning information (statements) have been validated externally, and haveshown to effectively communicate organizational and offering value propositions to 3 Somewhat Agree 5outsiders (media, customers, stockholders, etc.) 4 Agree 5 Strongly AgreeInternal SupportDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeOrganizations executives support an active, ongoing effort to secure favorablemedia coverage. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeOrganizations executives, influencers and experts are available to assist indeveloping announcements and to participate in media activities (pressconferences, media interviews, etc.) 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeOrganizations potential spokespersons have received formal media coaching. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeEveryone in the organization knows how to respond and to whom to directinquiries should they be approached by the media. 3 Somewhat Agree 2 4 Agree 5 Strongly AgreeExpertiseDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeAn effective media relations strategy has been developed and is being executed onbehalf of your company. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations strategy is aligned with and producing resultsthat support corporate goals and objectives. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeIf an outside media relations consultant or agency is in use, there is effectiveoversight, cooperation and accountability in place. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations knows how to properly craftpress releases and other media communications. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations understands the protocol forcontacting and working with members of the media. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations is skilled at targetingrelevant media and identifying editorial opportunities. 3 Somewhat Agree 5 4 Agree 5 Strongly AgreeProcessDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeThe organizations media relations process regularly and effectively developsproduct, personnel, partnership and other news items of real interest to the media. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process distributes news items and stories tothe media in a timely manner that frequently result in editorial coverage. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process tracks the results of its efforts,monitoring the media for placements. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process helps other departments, such as salesand customer service, know of and exploit favorable editorial coverage to theiradvantage. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process is opportunistic, recognizing currentevents and industry trends that create story opportunities or greater receptivity tothe organizations positioning. 3 Somewhat Agree 1 4 Agree 5 Strongly AgreeMedia RelationshipsDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations understands how to identifyand build relationships with key members of the media. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations maintains a list or databaseof media contacts with their communication preferences and a history of therelationship. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations has regular, meaningfulcommunication with the media on its contact list. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations is responsive to mediainquiries, returning calls and e-mail messages even when unable to provide 3 Somewhat Agree 2comment. 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations has assembled an effectivepress kit and other media resources and they are available in hardcopy or online. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations is respected by the media. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree Media Relations and PR AuditMedia AwarenessDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeRelevant, local, industry and national media know about your organization andwhat it does. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeYour organization has received meaningful editorial coverage in past six months. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeMembers of your organization are periodically sought out as subject matterexperts for news stories. 3 Somewhat Agree 1 4 Agree 5 Strongly AgreePositioningDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeYour organization has developed and articulated a clear, well-developed positionunderstood by outsiders. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreePositioning statements exist for offerings that clearly describe and differentiatethem, and are known and understood by internal stakeholders. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreePositioning information (statements) have been validated externally, and haveshown to effectively communicate organizational and offering value propositions to 3 Somewhat Agree 5outsiders (media, customers, stockholders, etc.) 4 Agree 5 Strongly AgreeInternal SupportDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeOrganizations executives support an active, ongoing effort to secure favorablemedia coverage. 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeOrganizations executives, influencers and experts are available to assist indeveloping announcements and to participate in media activities (pressconferences, media interviews, etc.) 3 Somewhat Agree 5 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeOrganizations potential spokespersons have received formal media coaching. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeEveryone in the organization knows how to respond and to whom to directinquiries should they be approached by the media. 3 Somewhat Agree 2 4 Agree 5 Strongly AgreeExpertiseDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeAn effective media relations strategy has been developed and is being executed onbehalf of your company. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations strategy is aligned with and producing resultsthat support corporate goals and objectives. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeIf an outside media relations consultant or agency is in use, there is effectiveoversight, cooperation and accountability in place. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations knows how to properly craftpress releases and other media communications. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations understands the protocol forcontacting and working with members of the media. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations is skilled at targetingrelevant media and identifying editorial opportunities. 3 Somewhat Agree 5 4 Agree 5 Strongly AgreeProcessDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeThe organizations media relations process regularly and effectively developsproduct, personnel, partnership and other news items of real interest to the media. 3 Somewhat Agree 3 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process distributes news items and stories tothe media in a timely manner that frequently result in editorial coverage. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process tracks the results of its efforts,monitoring the media for placements. 3 Somewhat Agree 4 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process helps other departments, such as salesand customer service, know of and exploit favorable editorial coverage to theiradvantage. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe organizations media relations process is opportunistic, recognizing currentevents and industry trends that create story opportunities or greater receptivity tothe organizations positioning. 3 Somewhat Agree 1 4 Agree 5 Strongly AgreeMedia RelationshipsDescription of Best Practices Level of Compliance Score Notes/Comments 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations understands how to identifyand build relationships with key members of the media. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations maintains a list or databaseof media contacts with their communication preferences and a history of therelationship. 3 Somewhat Agree 1 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations has regular, meaningfulcommunication with the media on its contact list. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations is responsive to mediainquiries, returning calls and e-mail messages even when unable to provide 3 Somewhat Agree 2comment. 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations has assembled an effectivepress kit and other media resources and they are available in hardcopy or online. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree 1 Strongly Disagree 2 DisagreeThe individual or team responsible for media relations is respected by the media. 3 Somewhat Agree 2 4 Agree 5 Strongly Agree

4. Media Relations and PR Dimensions Level Media Relations and PR Maturity Index Media AwarenessMedia Awareness 2.3 5.0 4.0Positioning 5.0 3.0 Media Positioning Relationships 2.0Internal Support 4.0 1.0Expertise 3.0 0.0Process 2.2 Internal Process SupportMedia Relationships 1.7Overall Weighted Average (out of 5) 3.0 Expertise Media Relations and PR Dimensions Level Media Relations and PR Maturity Index Media AwarenessMedia Awareness 2.3 5.0 4.0Positioning 5.0 3.0 Media Positioning Relationships 2.0Internal Support 4.0 1.0Expertise 3.0 0.0Process 2.2 Internal Process SupportMedia Relationships 1.7Overall Weighted Average (out of 5) 3.0 Expertise