The Ears Have It

Posted by Tom Gable

Where internal audits delve into the soul and culture of an organization, external audits can probe the perceptions of media, analysts, customers, suppliers, academicians and visionaries in the space, serving as a reality test of the quality of a client’s image. As we found in some cases at Gable PR, the results can be a rude awakening.

Popping Bubbles (and organizational charts)

Gable PR was working with a scientific and research institution that was incredibly full of itself. An external audit showed it to be held in much lower esteem than several competing institutions. The findings helped get management focused on a program to first change their culture, planning processes and internal communications before getting pro-active with a new public relations program aimed at raising reputation to new heights. With one software company, the media thought that it had gone bankrupt because it hadn’t issued updated software in 18 months, much less a news release.

The best external audits are conducted by skilled interviewers and without the participants knowing the identity of the client. The audits can be positioned as gathering information for a marketing study to be published in a trade journal (which we often do). Stress confidentiality and anonymity to encourage candor and promise to send a copy of the results.

Start with a 30,000-foot question that establishes the focus of the research, such as: “In looking at companies in the accounting software (biotech screening, wet suit manufacturing, real estate development, etc.) field, who is the industry leader?”

The Qualities of Leadership?

The respondent may mention more than one. Pick one and ask: “What are the attributes that make them a leader?” If they make general statements like “quality,” probe deeper; do the same for categories such as technology, science, people, financial strength and culture (“Tell me more about the people.”).

Then, look at the flip side: “Any negatives?” Become an investigate reporter, of sorts. “Anything they need to change?” Open-ended questions work wonders.

Have a list of other companies in the field to ask about, including your client, and move through a reasonable number. “What about HyperGalactic Turboware?” “Effluvia BioDiagnostics?” “Are you familiar with the NanoMolecular Research Institute of Fleem? Your thoughts?” Delving into three or four, including your client, will provide a reasonable number for analysis.

With just seven or eight smart open-ended questions, a skilled interviewer will secure sterling insights into perceptions from the outside world. Move toward closure with a big picture question such as: “What are the two or three biggest issues facing the industry in the next two years?” And: “Anything else you would care to add?”

The Message Not the Messenger

Once the audits are complete, create a master document with all the answers inserted randomly after each question. Don’t include attribution. By mixing up the answers and eliminating sources, the focus is on perceptions and messages, not the messenger.

Conduct a gap analysis with the internal audit. How do perceptions line up? What exists? More importantly, where do you need to go?

At this stage, the PR firm can use the findings to brainstorm on recommended long-range plans for the client. Set timetables for repeating the external audit as one means of measuring progress in moving an image in the right direction. Establish other means of measurement, which can include social media monitoring, content analysis and regularly scheduled online surveys using tools such as Survey Monkey and Zoomerang. Both are inexpensive, easy to use and can provide additional insights to consider in your strategic planning on positioning, differentiation and more importantly, getting the organization aligned to move its image and reputation in the right direction.

(For a sample external audit questionnaire, email: tom@gablepr.com)

Next: Basic Check List for Success in Client Relations