Michigan State University's social media image repair following the Larry Nassar scandal
I extended existing research examining MSU's image repair tactics on Facebook during the January 2018 trial of Larry Nassar to explore how the university sought to rebuild its reputation in the weeks that followed. Using image repair theory, I reviewed of the university's Facebook posts related to the case and campus sexual violence through their #GoTeal campaign, along with user reactions and comments. I found MSU was largely unsuccessful in building goodwill - except for posts featuring the therapy dog assigned to support survivors, Justice. (Communications Theory, Winter 2020) |
Crisis Communication Review of the Oxford High School Shooting Messages
I collected and analyzed crisis communications issued by the Oxford Community School District and its representatives to parents about the November 30, 2021 shooting at Oxford High School. An After Action Report was compiled to assess the district's communications from the day of the incident through the reopening of Oxford High School on January 24, 2022.
Representatives were especially effective in providing resources to promote healing, and collaborating with internal stakeholders. Future communications should address rumors in a more timely manner and work collaboratively with media. (Crisis Communication, Winter 2022) |
Responding to Operation Varsity Blues
I conducted a case study analysis of messaging related to the 2019 college admissions scandal using image repair typologies. I reviewed messages from the University of Texas at Austin, the University of California at Los Angeles, Wake Forest University, and Yale to compare how various involved institutions addressed the situation. I found that the most common strategies employed were the evasion of responsibility; the reduction of offensiveness via bolstering, rallying, transcendence, and compensation; and corrective action. (Public Relations Theory, Fall 2020) |
Wake Forest University says 'Let's Talk'
I examined Wake Forest University's 'A Call to Conversation' program, which seeks to bridge the increasing political and social divides by facilitating meaningful, respectful dialogue among diverse groups. The program is structured on the tenets of dialogic theory, and can serve as a national model for higher education's ability to serve as a leader in civil discourse and the open, respectful exchange of ideas.
(Public Relations Theory, Fall 2020) |
Special Project: Wayne State University Strategic Plan
For my internship project, I participated in the development and launch of Wayne State University's 2022-2027 strategic plan, 'Our Moment in Time.' Under the leadership and supervision of Carolyn Berry and Michael Wright, I was able to observe the strategic planning process from the solicitation of community input all the way through the strategic prioritization of key goals, drafting process, and eventual launch.
(Internship: Summer 2021) |
The pussybow blouse. The Suffragette white pantsuit. The pith helmet. And, of course, the 'I don't really care, do u?' jacket...
She may not have said a lot, but Melania Trump's clothing spoke volumes. I conducted a rhetorical analysis of some of the FLOTUS' notable fashion choices using the lens of ideaological criticism and found that her choices could be interpreted as attempts to distance herself from her husband's inflammatory behavior. (Rhetoric of Visual Culture, Fall 2021) |
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I conducted a case study analysis of Sephora's 'We Belong to Something Beautiful' brand campaign, intended to change the public dialogue about the cosmetic company's past DEI failures and the overall culture of belonging in the industry. The brand used the personal experiences of its employees, customers, and influencers.
(New Media & Strategic Communication, Summer 2020) |
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'You Didn't Ask for Reality, You Asked for More Teeth': Corporate Social Irresponsibility in Jurassic World
Using stakeholder theory, I explored corporate social responsibility - or lack thereof - in the 2015 film Jurassic World. Despite its declared altruistic mission, the organization undermines its employees, endangers customers, exploits dinosaurs and flouts its societal influence. The film builds on themes within the franchise, including animal rights, corporate greed, and the manipulation of nature.
(Organizational Communication, Fall 2022) |
Based on my own professional burnout related to the pandemic news cycle, I sought to explore how a journalist reporting on COVID-19 coped with the stress of her job. Deductive analysis of an in-depth interview with a reporter was grounded in literature about trauma among journalists and the transactional model of stress and coping. My study revealed that the reporter's sense of professional duty and personal coping mechanisms of work-life balance and exercise helped her manage stress.
(Qualitative Research Methods, Winter 2020) |
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Corporate Social Responsibility: Patagonia & Climate Change
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Digital & Social Media Strategy: Guernsey Farms Dairy
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Creating Organizational Culture: Clockwork
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I studied the importance of corporate social advocacy, and the importance of an organization's ability to clearly and confidently take a stand when in alignment with their values. I explored outdoor apparel retailer Patagonia's ongoing efforts to help combat climate change.
(Professional Issues in Applied Communication, Winter 2022) |
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When fans of the popular NBC drama This Is Us blamed Crock-Pot for the death of their favorite character, a fictional fire prompted a very real reputational crisis for the brand. Through humor and an understanding of parasocial grief, Crock-Pot used traditional crisis communication techniques to console fans and defend their products' safety.
Through the #CrockPotIsInnocent campaign, the 47-year old brand worked with NBC to correct the narrative, and broke sales records by turning a crisis into an opportunity. (Professional Issues in Applied Communication, Winter 2022) |
The Personal Brand of Jake Paul
I explored the evolution of the personal branding strategy of self-described "professional asshole" Jake Paul. Paul's career launched with a stint on Disney that was revoked because of his off-set behavior. Paul's team turned that behavior and reputation into social media influence and a professional boxing career by leveraging his brash - and occasionally criminal - antics.
(New Media & Strategic Communication, Summer 2020) |