On the day of the audit, it is recommended to set a specific
schedule in advance to present the information to the auditor,
but leave room for questions and investigation by the auditor.
| Process |
Description |
In plain language |
Judged by |
What documents or processes could the
auditor observe? |
What could to be in those documents /
processes to show evidence of meeting this standard? |
Client relationships
|
Legally and ethically sound and transparent basis for
doing business with clients |
Do you have clients?
Do you have a way to monitor whether they're satisfied
with your work?
Are you transparent and ethical when working with them?
|
Accountability
Transparency
Flexibility
|
Proposal
Work authorization
Contract
|
Internal documentation (contracts, quotations)
Longevity of client relationships / repeat contracts,
verified client testimonials
Payment settled
|
Campaign administration
|
Transparent and responsive processes and tools for responsible
public relations campaign planning and ongoing management |
Do you have standard tools for your company to manage
a PR campaign?
Are you timely and accurate in updating your client on
progress as agreed with the client?
Do you have milestones / benchmarks to help you do this?
|
Clarity
Transparency
Responsiveness
|
Reporting documents
Briefing documents
Resource planning documents
Client communication
Campaign process monitoring documents, e.g. WiP, checklist,
timeline, etc.
|
Milestones / timelines / benchmarks
Clear information about goals and expectations
Timely and regular information
|
| Services |
Ability and experience to conduct basic PR activities |
Can you, one way or another, perform the basic PR jobs?
- press releases
- editorial
- press conferences
- line up interviews |
Experience
Accountability
Results
|
Documented and client-approved case studies
Biographies of executives detailing relevant experience
Photos / videotapes of events
|
Client's approval of case studies
Relevance of experience to basic PR tasks
|
| Creativity |
Tools and processes for bringing to bear team expertise
and resources to recommend creative and effective PR solutions |
Do you have a system in place for choosing the right content,
tools and methods, specific to that client and that project? |
Creativity |
Brainstorming meeting agenda
Process of internal discussion
Client proposal or briefing
Case studies
Internal communication
|
Evidence that the choice of tools has been considered
carefully |
| Corporate information
|
Easily accessible, clear information on company capabilities,
experience and credentials |
Do you have it written down somewhere exactly what you
claim to be able to do? |
Clarity
Transparency
Comprehensiveness |
Written and/or electronic credentials presentation
Website
Client references
Observation of potential client meeting
Staff meetings / management meetings
|
List or explanation of services
Current professional references
Key staff bios |
| Management |
Experienced and professional company leadership, proven
track record |
Is there a management system that ensures a quality and
continuity of service? |
Depth and breadth of management track record |
Documented management board structure
CV / bio of key management
Management meeting minutes
Org chart or ability to draw one
Observation / interview of management / middle management
|
Experience of senior management
Clear management processes
|
| Team experience & training |
Up-to-date skills and capabilities |
Given sufficient management, can the team do what the
management claims it can do? |
Depth and breadth of account staff experience |
Documentation of internal or external training program
Staff interviews re: on-the-job training
|
Team's participating in internal/external training in
some way
Staff's track record of learning on the job
|
| Finance and administration |
Fully accountable financial administration |
Do you comply with the laws of Hong Kong?
Are your fees transparent? Are your clients perfectly
clear on what they're getting and how much they'll and
know and do they agree to that?
|
Accountability
Transparency |
Annual audited accounts
Regular management accounts
Written policies on loading/surcharge
Client contracts
Timesheets if used
|
Verified / audited accounts
Clarity of financial policies
Communication of any relevant financial policies to clients
|
| Ethics |
Full understanding and practical application of CPRF code
of ethics or equivalent by all relevant staff members
- client confidentiality
- conflict of interest
- transparent corporate policies on certain types of clients
|
Do you have a corporate policy, which is followed and
understood by everyone, of implementing ethical practices?
|
Ethical practices
|
Staff orientation manual/procedure
Staff memos / manual
Minutes or evidence of staff meetings
Staff contracts
Client contracts
Security and control policy/procedure
Observation / interview with staff
|
Code of ethics included in staff orientation procedure
Regular staff updates or reminders on code of ethics
Staff contracts include crucial ethical standards
Client contracts include crucial ethical standards e.g.
confidentiality
Staff understanding of ethical standards
|
| Premises |
|
Does the firm have sufficient premises to implement the
tasks it claims to be able to? |
|
Computer / internet facilities
Meeting space if relevant
Observation
|
|
