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As the archetypal diagnostic tool, an audit is often a good means of resolving a situation that has been predicted but whose cause is difficult to determine: a diverging image, positioning problem, need to evaluate communications policy or insufficient brand awareness. | |
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An audit, which is the product of a precise, normative and structured methodology, identifies and systematically evaluates every component of a programme, compiles a full inventory of the values observed, reflecting the degree to which they adhere or deviate from norms, standards and best practice. On completion of this painstaking comparative analysis, the audit enables a precise diagnosis to be made, strengths and weakness to be identified, and measures capable of remedying or improving the situation to be put in place.
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