A perception audit provides an opportunity for an organization to gauge community opinions. It provides statistically valid data from which decisions can be made regarding the tone and content of public communications, ways to effectively engage the community, and how to uncover and address negative or inaccurate sentiments.
Ideally, a perception audit will be a two-part undertaking. The first part will be an online survey delivered to all members and external stakeholders. The second will include one-on-one interviews with key people, as identified by an expert partner organization.
By following the steps outlined below, organizations can ensure they get the results they seek quickly and efficiently.