Media and Image Audits
You wouldn’t make financial decisions without a full understanding of the facts and figures. And yet, every day, companies make communication decisions without the most basic information. In particular, they assume they know how the outside world sees them. In this, they are often wildly off the mark. If you wish to engage with your audience here are two reliable weapons for you to have to hand:
A Media Audit – an analysis of press coverage and media opinion of your organisation. It tells you the equity (positive or negative) your brand has in the media and may suggest how to pitch your message in the most productive way.
An Image Audit – this gives an even fuller gauge, a 360-degree analysis of the way you are perceived by your employees, clients, potential collaborators: everyone who has an opinion about you. By asking questions of a representative selection of your stakeholders we can identify the gap between the way you are perceived and the way you think you are perceived, as well as the similarities and disparities between various people’s perceptions of you.
A company’s image audit should be scrutinised as rigorously as its share price. The image audit is a crucial benchmark of the company’s goodwill asset.