Research & Case Studies

“Social Media Influencer’s Crisis Responses and The Short and Long-Term Effects on Their Brand and Reputation”

From September to December 2024, I researched how a social media influencer’s (SMI) public response to a crisis can impact their long-lasting reputation on the Internet. The objective for this research is to establish a response formula for SMIs to implement in a crisis that reduces any damage to their brand and maintains/repairs the relationship with their followers.

I utilized a qualitative method and content analysis in this study to code for sentiment of three sample crisis responses and the comments’ responses to determine the overall nature. As a result, I found that a serious tone, a remorseful apology, and citing ways that the influencer will improve moving forward led to a positive sentiment in the comments.

This study contributes to a growing area of public relations research by providing insight into crisis communications within influencer culture. The results are an initial step in developing a response framework and playbook for SMIs and their PR teams. This paper was published in Belmont University’s Digital Repository on December 9, 2024, and I had the privilege of presenting my findings during the Public Relations and Strategic Communication Panel at the inaugural SPARK Symposium in April 2025.

Published in Belmont University’s Digital Repository. Presented for Belmont University’s SPARK Symposium. Submitted for Dr. Christie Kleinmann’s Public Relations Research course.

“Boeing’s 737 Max 9: Civil Discourse & Ethical Leadership’s Impact on Public Relations”

On January 5, 2024, the door off an Alaska Airlines Boeing 737 Max 9 detached from the plane mid-flight. Due to the FAA ruling the failure of the door plug initially occurred at a Boeing facility, Boeing entered into crisis management to maintain their reputation and bottom-line. However, despite their response, the public’s trust is still wavering on the safety of Boeing and, particularly, the 737 Max 9.

In this research paper, which received Belmont University’s Department of Public Relations & Social Media Management’s 2025 Emerging Excellence Research Award, I examine this case through the lens of ethical leadership. In assessing both where Boeing excelled in its response and where it fell short, I conclude that if ethical leadership was a consistent part of Boeing’s communication with the public - and if they engaged in civil discourse - the crisis response’s objective of maintaining their public’s trust would have been more effective.

The paper primarily highlights how ignoring media speculation of safety issues within the company, and shifting blame to other parties, can hinder recovery from a crisis. This paper is not intended to be a hypercritical examination of Boeing; rather, its goal is to be a lesson in why civil discourse and ethical leadership needs to be a consistent component of public relations practices, not only during a crisis.

Submitted for and received Belmont University’s Department of Public Relations & Social Media Management’s 2025 Emerging Excellence Research Award. Submitted for Dr. Christie Kleinmann’s Public Relations Ethical Leadership Course.

“Nickelodeon: Client Case Analysis”

The docuseries “Quiet on Set” aired in March 2024, which detailed the dark underbelly of the work culture of Nickelodeon from the 1990s through the mid-2010s. Though the docuseries corroborates previous discussion of the network’s culture and public legal cases, the four-part show finally prompted Nickelodeon to respond to the allegations and stories decades after they occurred.

The purpose of this analysis is to evaluate the Nickelodeon company when faced with a crisis that could detrimentally affect the reputation of the entire organization. This included auditing their culture, analyzing the variables and stakeholders, and providing a crisis playbook and simulation training to utilize if a similar crisis were to occur again.

This project strengthened my ability to fully plan and prepare for a potential crisis, including thinking through every possible situation that could lead to activating a crisis response and the language that stakeholders would be the most receptive to.

Submitted for Dr. Jeremy Fyke’s Crisis Communication course. Reviewed by Melissa Agnes, author of “Crisis Ready.”

“GFLV and Biodynamic Practices”

During my time abroad in France, I had the privilege of studying and working on a biodynamic vineyard. One of the discussions around viticulture was on grapevine fanleaf (GFLV) degeneration disease, which is a virus that severely damages vines to the point of needing to remove all infected vines if a vineyard is to survive. The disease can be devastating for a vineyard, as it can end decades of established, fruitful vines.

This research paper aimed to find if the holistic approach and environmentally friendly practices used in biodynamics is a preventative tool against GFLV while maintaining the character of the grape.

My ability to conduct a study that is detailed in viticulture and biology, with no background prior to the course in the former and only a high school level with the latter, proves that I am able to handle new, complex topics through extensive research.

Submitted for Professor Anthony Triolo’s Applied and Sustainable Viticulture course.