Jackie 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. Jackie 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

Jackie's interest in both content analysis and readership survey suggests that she is performing a communications audit, which aims to evaluate the effectiveness of a company's internal and external communications. A social audit focuses on a company's social and environmental impact, a public relations audit assesses the success of a company's PR strategies, an advertising audit evaluates the effectiveness of advertising campaigns, and an environmental audit evaluates a company's impact on the environment.

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