Relevant Work
Bachelor of Arts, Public Relations
During the course of my undergraduate career in Public Relations, I developed skillsets that can be summarized in the works below. When presented with a brand that needs help reaching their audience, solving a problem or overall improving their reputation, I learned how to create long-term and lasting plans for all situations. As a part of my final year, I worked to create pieces that encompassed all aspects of PR. All include extensive research, SWOT analysis, and full a strategic plan with any materials associated with tactics.
PR Campaign Development
Along with a team, I worked to create a PR campaign to help re-brand Bradley International Airport. The attached plan covers the necessary steps to reach their travelers and increase awareness and positive sentiment amongst them. Included is detailed research and analysis of your organization, publics and media coverage. We developed specific objectives, strategies and tactics to target each audience and in turn contribute to the overall goal of the campaign.
Crisis Communications
A partner and I developed a case study analyzing Boeing’s response to the failure of their aircraft model, the 737 MAX. It delved into the workings of this crisis, touching upon the company’s history and decision to create the 737 MAX, the crisis itself, and all of the aftermath with company and stakeholder responses. It focuses on what crisis communication strategies Boeing seemed to implement throughout the crisis timeline, as well as what we believe Boeing could or should have done instead to keep their reputation trusted and respected.
Individually, I curated a Crisis Communications plan for Spotify, a music streaming service with North American headquarters in New York City. This plan included an initial SWOT and Organizational Analysis. I worked to create an effective response to a likely crisis, a data breach. The plan consists of specific instructions that should be used in the event of this. The responses align with company values and should be understood by all employees to ensure a well-executed and timely response.
Kelsey Bross 