Northern Arizona University (Flagstaff, Arizona) tapped CooperKatz to conduct a strategic audit and advise the University on how to structure and implement a top notch public relations function – with the ultimate goal of building greater awareness and understanding of the institution’s distinctive educational goals, assets and initiatives.

Led by senior members of the CooperKatz team, the audit included a review of all Northern Arizona University communications elements / collateral, a campus visit and face-to-face and phone interviews with 34 members of the University community (drawn from such areas as Administration, Development, Alumni Relations, Faculty, Extended Campuses and more). The process was augmented by phone interviews with five senior communications professionals at other universities across the nation known for their effectiveness in external communications.

CooperKatz captured its findings in a comprehensive output document that included: a series of Key Themes supported by verbatim statements drawn from the interviewing process; a detailed analysis of the University’s Strengths, Weaknesses, Opportunities and Threats; recommendations regarding the optimal organizational structure of the public relations / public affairs function; and a proposed program of PR activities to meet the communications objectives outlined above. The report received high marks from senior members of the Administration and helped support a critical internal dialogue regarding how to advance the reputation of the University.