Southwestern Community College (SCC)

In 2025, I had the opportunity to intern for the Public Relations department at Southwestern Community College (SCC). This communication audit evaluates internal and external communication practices within the team at SCC.

Using a qualitative, mixed-method approach, including artifact analysis and survey insights, the project examines how organizational culture aligns with brand messaging. To learn more about the strategy, research and theory behind this analysis, continue reading Additional Details.

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Additional Details

This project analyzes communication through internal emails, external messaging and reflective materials to assess consistency and effectiveness across channels. A structured research approach, supported by qualitative analysis and survey-based insights, was used to better understand how communication is both produced and interpreted within the organization.

Grounded in the constitutive view of communication, this audit reflects the idea that communication does not simply deliver messages, but actively constructs organizational meaning and identity. From this perspective, communication challenges signal deeper organizational dynamics rather than isolated issues.

Sense-making theory further informs this analysis by emphasizing how individuals interpret communication based on context and experience, highlighting the importance of how messages are understood rather than simply delivered. Additionally, stakeholder theory expands the scope of the audit by considering multiple audiences, including employees, students and the broader community, and their relationships to the organization.

Findings revealed strong alignment between internal culture and external brand, with communication consistently reflecting values of collaboration, recognition and authenticity. These results demonstrate how IMC can be used, not only to evaluate communication effectiveness, but to strengthen organizational identity and improve strategic communication practices.