I am afraid that I do not have time to collaborate, but in a higher education communication audit, I would look at how the organization has segmented its constituencies and how effectively it is communicating with each.  Also, how proactive and planned are these communications, as opposed to reactive and spur-of-the-moment? 

Note that the segmented constituencies may be both internal and external, and often "one size does not fit all" and different messages are needed for different groups in order to get the most positive response from each. 

Thank you, Michael. Your comments are appreciated and clearly understood.  With your comments in mind, I have another question for you -

We are currently about 1/2 way through a 1/2 year process of researching these different internal and external stakeholder groups in our audit process. So, can you suggest examples of research questions to explore? 

I would look at results and enablers.

Results would include: How well do they define their communications goals and measure goal achievement including root cause analysis for deviations and responsive measures? How well do they reach their goals? Is the communications strategy well defined and known/accepted throughout the organization? Do they walk the talk?

Enablers would include: appropriateness of communications organization, budget, processes, methods and tools, competencies (quantitative and qualitative), related HR strategy, people development, benefits and compensations.

I would also have a special look at how well they use social media including analytics.

Hi Elisabeth,

Thank you very much for your response. Your suggestions are ideal! In fact, I will explore the amount and availability of this information we now have!  Thank you again!