What Are We Already Doing? Just as the organization can survey members of its various publics, the organization can survey itself through a communication audit that takes stock of current public relations efforts. Such an audit can begin with a simple spreadsheet that lists each public and the media currently being used to manage relations with them. For example, a nonprofit organization concerned about donations might make a spreadsheet like this: Another self-diagnostic tool, around since the 1960s, is the SWOT analysis of an organization's strengths, weaknesses, opportunities, and threats. The same nonprofit that generated the preceding spreadsheet could also have constructed the following SWOT analysis of its donor communications