Academic Projects

Brewing Unity
Celebrating Diversity in Every Sip

The “Brewing Unity: Celebrating Diversity in Every Sip” campaign aims to address challenges faced by Anheuser-Busch following a controversial incident in April 2023. Despite its long history of community support, the company faced division and negative brand association due to a sponsored post involving trans influencer Dylan Mulvaney. This incident led to a decline in Bud Light’s sales and negative sentiments from conservative and liberal audiences. The primary campaign goal is to unite people and reinforce Anheuser-Busch’s commitment to diversity and inclusion through a festival series highlighting LGBTQ+-owned bars and breweries.

Mindful Privacy
Rethinking Privacy Practices in Mental Health Apps

This portfolio assignment delves into the privacy concerns surrounding mental health apps, with a primary focus on BetterHelp, one of the largest players in this industry. An investigation in February 2020 raised questions about the sharing of user data with Facebook and metadata collection by BetterHelp, sparking concerns about the privacy of sensitive health information. Despite subsequent updates to BetterHelp’s policies, there remains a gap in user awareness regarding data collection and sharing. The research seeks to identify effective approaches to disclose data practices to users.

Beyond Animal Rights
A Case for Paid Internships at PETA

This collaborative paper addresses the ethical concerns related to unpaid internships at the People for the Ethical Treatment of Animals (PETA) organization. We contend that PETA’s use of unpaid interns contradicts the organization’s core values of advocating for the rights of animals and fair treatment. The pitch urges PETA’s executive team, including Ingrid Newkirk and Tracy Reiman, to transition to a paid internship program, highlighting the benefits of attracting top talent, improving retention rates, and enhancing overall organizational reputation.

Colors of Unity
Embracing Diverse Artistry

This portfolio item is a proposal that outlines a comprehensive media channel and technology strategy for Bath & Body Works’ Black History Month campaign, aimed at addressing the issues faced in a previous campaign and enhancing brand authenticity. The proposal introduces a contest for Black creators to have their art featured on Bath & Body Works Black History Collection labels, with clear objectives and target audiences in mind. This proposal emphasizes the importance of fostering an online community and handling data ethically to maintain trust with the audience.

A Strategic PR Approach to Combat Rising Grocery Prices

This paper details a comprehensive public relations strategy for ALDI, focusing on the #ALDIffordable campaign. Addressing rising grocery prices, the initiative leverages social media, partnerships with food banks, and donations to Wholesome Wave’s SNAP Doubling Program. This paper refines key messages, contest structures, and overall campaign objectives through iterative processes, peer feedback, and coursework insights. The #ALDIffordable campaign reflects a concerted effort towards authenticity, community engagement, and strategic public relations writing.

Navigating the Social Media Landscape

And It’s Impact on Reputation Management in Public Relations

This portfolio item is a report that analyzes the changing dynamic of social media usage for reputation management. As practitioners navigate the evolving digital landscape, understanding and adapting to these changes becomes imperative for effective public relations. Drawing from scholarly research and real-world examples, this report elucidates the distinction between assertive and defensive reputation management approaches, highlighting the importance of agile communication strategies.

ZARA’s Reputational Crisis:
Analyzing the Impact and Path to Recovery

This presentation focuses on the missteps made by ZARA in response to backlash resulting from a poorly timed campaign. In December 2024, ZARA released a campaign that resulted in calls to boycott the company due to the insensitive themes depicted in the campaign. ZARA’s lackluster response did little to help the situation, leading to its poor reputation quotient. Read through this presentation to understand where ZARA went wrong and what the company can do to avoid these mistakes in the future.