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 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 communication within influencer culture and lays the groundwork for developing a response framework or playbook for SMIs and their PR teams. This paper was published in Belmont University’s Digital Repository on December 9th, 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, and how if that was conveyed more effectively in the past, and civil discourse was occurring, their attempt to maintain trust in the public eye through their crisis response would have been more effective. Mainly, pointing to how ignoring speculation in the media of safety issues within the company, and shifting blame to other parties, can make it difficult to recover from a crisis. This paper is not meant to just criticize how Boeing responded, as I do point out what they did well in this case, but to be a lesson for others that civil discourse and ethical leadership can’t just happen only when a crisis occurs.

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 in case a similar crisis occurs 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 a crisis response needed and the language that their 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 working on and studying a sustainable and biodynamic vineyard. One of the discussions had about viticulture was about 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.

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.