The public relations audit: evaluation checklists to measure the impact of every message you send to customers, shareholders and public

Any business offering a professional service faces unique marketing problems. It has no tangible product, cannot demonstrate its service, and is highly dependent on its staff. The audit is a simple, low-cost technique enabling such organizations to identify and exploit all the resources available to them when they are marketing their services. This self-assessment breaks down the marketing of professional services into 17 separate areas and sets out a complete audit plan for each area: 1- Marketing and Planning 2- Marketing Size and Structure 3- Future Markets 4- Client Industries 5- Competitive Climate 6- Fee Setting 7- Images and Perceptions 8- Quality in Marketing 9- Analyzing Lost Business 10- Marketing Information Systems and Use 11- Personal Contact 12- The Corporate Client 13- The Service Range 14- Added Value Services 15- Cross-Selling 16- Key Client Marketing 17- The Role of Support Staff in Marketing. In all, it presents over 400 questions in checklist form - use them to identify strengths and weaknesses and then prepare and implement detailed improvement plans. In as little as four weeks, this self-assessment audit could revolutionize any professional service company.