Public Relations
Here is a collection of creative work I have completed at the University of Oregon and during internships.
Webfoot Bar and Grill
At Allen Hall Public Relations, I serve as an Account Executive for Webfoot Bar and Grill, where my team and I have led the effort to rebrand their Instagram presence and generate business growth. We have focused on creating a strong and cohesive brand identity through a consistent visual template, a well-defined target audience, and engaging, interactive content. To strengthen the brand’s connection with the University of Oregon community, we incorporated school spirit and student-focused messaging. I have personally created Instagram stories and posts, captured high-quality content through both staged shoots and live events, and scheduled posts using Planoly to ensure strategic timing. My content strategy prioritizes eye-catching and relatable posts designed to resonate with the target audience. By leveraging relevant hashtags, posting during peak user engagement times, and staying current with trends, we have successfully boosted engagement and follower growth by 15%, demonstrating the effectiveness of our rebranding strategy.
During my Writing for Influence course, I had the opportunity to write multiple press releases, sharpening my ability to craft clear and impactful messaging. One project I am particularly proud of is my work on the Kidsports Open House Play Day event. For this project, I wrote a detailed press release to promote the event and generate interest within the community. I conducted thorough research to gather accurate and compelling content, ensuring that the messaging aligned with the organization’s goals. Additionally, I interviewed a Kidsports intern to gain valuable insights and firsthand perspectives, which helped me create a comprehensive media kit for the event. The media kit included key details such as the edited b-roll, 30+ images, the press release, and the interview. I also created a media list of 15 journalists and wrote a pitch email. This project taught me the importance of clear communication, attention to detail, and strategic planning when promoting events to engage the target audience effectively.
For my Writing for Influence course, I wrote a press release for the Simple Goodness Sisters with the objective of announcing the release of their new recipe book. The goal was to create a compelling and informative piece that highlighted the book’s unique value and reflected the brand’s identity. Under a strict two-hour deadline, I conducted thorough research on the company and its founders to understand their mission and audience. I also gathered relevant quotes from the Simple Goodness Sisters to add authenticity and credibility to the release. My strategic approach focused on capturing the brand’s down-to-earth, farm-to-table ethos while emphasizing the book’s appeal to home cooks and cocktail enthusiasts. I structured the press release to be clear and engaging, ensuring that key information about the book’s content and release details were easy to find. The piece was designed to generate excitement and drive interest from both media outlets and potential customers, reinforcing the brand’s image and market presence. This project strengthened my ability to work under pressure, think strategically about messaging, and create effective content that aligns with a brand’s voice and goals.
For my Gateway to Media course, I wrote a feature story on Rodney Sheppard, the guitarist of Sugar Ray, with the objective of capturing his journey into the music industry and how his passion for music shaped his life and career. The purpose of the piece was to provide readers with a personal and engaging look into the life of a successful musician, highlighting the challenges and milestones that defined his career. I conducted an interview with Rodney, where I learned insights into his early influences, the band’s rise to fame, and how music became a driving force in his life. My role involved not only conducting the interview but also crafting a concise yet compelling narrative under a strict word count, which required strong editing and storytelling skills. Strategically, I focused on balancing personal anecdotes with broader industry insights to create a story that resonated with both music fans and general readers. This writing piece strengthened my ability to conduct meaningful interviews, refine complex information into a clear narrative, and engage an audience through authentic storytelling.
ILoveToWatchYouPlay
During my internship at ILoveToWatchYouPlay, I had the opportunity to create and manage Instagram content designed to educate and engage audiences about current events, athletes, and the ethical aspects of sports parenting. My goal was to create content that not only informed but also built an emotional connection with parents and young athletes. One project I created a slideshow video that highlighted parents on the sidelines at the Olympics. This post generated 28,100 views and 1,731 likes. Some of my responsibilities included researching Olympic athletes and writing feature stories that highlighted their journeys and achievements. I also created engaging social media content that resonated with the audience and sparked meaningful conversations. Additionally, I wrote a personal blog post that was published about my journey through playing soccer. The work I did throughout this internship boosted the following by 200+ and increased engagement in the comments and likes. Maintaining authenticity was key to creating all of my projects.
During my PR Planning course, my team and I developed a comprehensive public relations campaign for our client, Lane Transit District (LTD), with the primary goals of increasing ridership and changing the negative stigma surrounding public transportation. As the team lead, I was responsible for overseeing the project, maintaining communication with our professor, and facilitating productive brainstorming sessions to generate creative and strategic ideas. I conducted a detailed SWOT analysis to identify LTD’s strengths, weaknesses, opportunities, and threats, which helped shape the foundation of our campaign. I also created clear and measurable goals and objectives aimed at boosting public awareness and improving LTD’s reputation. To support these goals, I developed targeted tactics such as social media outreach, community events, and local business partnerships to encourage greater public engagement and trust. Leading this project strengthened my strategic thinking, leadership, and communication skills while reinforcing the importance of aligning PR strategies with client goals.
For my Sports Brand Management course, my team and I conducted a brand critique on Skims, with a focus on the collaboration with NFL player Patrick Mahomes. The objective of the project was to evaluate how this partnership aligned with Skims’ brand identity and its impact on brand positioning within the sports market. My role involved analyzing the strengths and weaknesses of Skims’ overall branding strategy, including how the collaboration with Mahomes influenced brand perception and market reach. I presented key insights on the brand’s success in expanding into the men’s market while highlighting areas for improvement, such as more inclusive sizing, broader athletic representation, and reduced greenwashing. Strategically, my team ensured that our presentation reflected Skims’ branding by using its signature neutral tones with pops of color to maintain consistency with the brand’s aesthetic. This project enhanced my ability to critically assess brand strategies, identify market opportunities, and present actionable insights to strengthen a brand’s market presence and consumer appeal.
For my Writing for Influence course, I researched a public relations crisis involving Poppi, a prebiotic soda brand, following a lawsuit over misleading claims about its gut health benefits. The objective of the project was to evaluate the company’s response, identify gaps in their crisis management strategy, and propose a more effective plan of action. After analyzing Poppi’s public statements and overall handling of the situation, I identified a lack of transparency and concrete action, which contributed to public distrust and negative media attention. My role involved developing a strategic response plan to rebuild consumer confidence and repair the brand’s reputation. My recommendations included issuing a clear and honest public statement, providing scientific evidence to support product claims, and launching an educational campaign about gut health to restore credibility. I also suggested partnering with nutrition experts to reinforce trust and authenticity. This project strengthened my ability to analyze crisis communication strategies, think critically about brand reputation management, and develop actionable solutions to protect and enhance a company’s public image.
Eugene Metro Fútbol Club
I recently started as a Public Relations intern at EMFC, where I have taken on the responsibility of planning and managing content to effectively promote upcoming events and engage with the club’s target audience. My role involves developing strategic plans to increase awareness about the club, encourage player participation, and boost attendance at events and games. I have provided thoughtful recommendations on how to tailor content to resonate with the target audience, including the timing and style of releases to maximize engagement. Additionally, I have worked on creating engaging social media posts and promotional materials designed to highlight the club’s values and strengthen its presence within the community. By focusing on clear messaging and consistent branding, I am focused to create a stronger connection between the club and its audience. My efforts are geared toward not only increasing visibility but also encouraging a sense of excitement and community around EMFC events and programs.
For my Sports Public Relations course, my team and I developed a strategic PR campaign for the Indiana Fever, a WNBA team with a strong legacy of competitive excellence and community engagement. The main objectives were to increase fan engagement and media coverage, ultimately utilizing Catilin Clark’s popularity. I defined clear goals and objectives, including increasing fan engagement by 30% through targeted social media campaigns and growing media coverage by 20% within six months by securing feature articles and interviews. The tactics I presented were a “Caitlin’s Cravings” campaign with DoorDash, a behind-the-scenes documentary series, and influencer collaborations. For the DoorDash tactic, I emphasized a discount incentive that captured my professor and group’s attention because it was unique. This project enhanced my strategic thinking, leadership, and ability to execute creative PR campaigns.
For my Sports Public Relations course, I conducted a comprehensive communication audit on the Los Angeles Lakers with the objective of evaluating the effectiveness of their current communication strategies and identifying areas for improvement. My goal was to analyze how the team engages with fans and the media through various channels, including game notes, the media guide, mobile apps, social media, and advertising. I examined the consistency of their messaging, the clarity of information, and the overall user experience. After completing my analysis, I developed strategic recommendations to enhance fan engagement and streamline communication across platforms. My suggestions included redesign insights to improve visual consistency and increase user interaction. I used the Lakers’ official branding kit, carefully incorporating their signature purple and yellow color scheme and fonts to maintain brand identity. This project strengthened my ability to think strategically and critically about sports communication while reinforcing the importance of cohesive branding and targeted messaging.
For my Business Management course, my team and I conducted an in-depth analysis of Jazzy Ladies Cafe & Club, a local business in Eugene, OR. The objective of the project was to evaluate the restaurant’s overall business strategy and identify areas for growth and improvement. My role involved contributing to a detailed SWOT analysis to develop actionable recommendations. To deepen our understanding of the business, my team and I visited the cafe to experience the food and service firsthand. We also conducted an interview with a server, which provided valuable insights into the restaurant’s operational challenges, work culture, and customer experience. Strategically, we analyzed the restaurant’s mission statement and managerial practices to align our recommendations with their brand identity and customer expectations. Our suggestions focused on improving customer engagement, streamlining service operations, and enhancing marketing efforts to attract a wider customer base. This project strengthened my analytical thinking, ability to develop strategic solutions tailored to a business’s unique market, and broadened my knowledge on managerial expectations in the workforce.
Natalie Thomas 