Amanda Weed CV 2018
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<strong>Amanda</strong> J. <strong>Weed</strong><br />
Ph.D., APR<br />
Scholar<br />
W A<br />
Teacher<br />
614-657-4766<br />
@amandajweed<br />
amandajweed@gmail.com<br />
EDUCATION<br />
Ph.D., Journalism and Mass Communication (Dissertation Defense Complete, Degree Conferral August <strong>2018</strong>)<br />
E.W. Scripps School of Journalism<br />
Ohio University, Athens, OH<br />
Dissertation: “Bridging Advertising and Public Relations Pedagogy and Practice: A Mixed-Methods Analysis<br />
of Education Objectives and Industry Needs”<br />
Committee: Dr. Michael S. Sweeney, Chair; Dr. Elizabeth Hendrickson; Dr. Benjamin Bates; Dr. Joseph<br />
Phelps (Advertising and Public Relations, University of Alabama)<br />
Master of Science, Journalism (2013)<br />
E.W. Scripps School of Journalism<br />
Ohio University, Athens, OH<br />
Thesis: “Don’t Be a Zombie: Bringing Persuasion to Life through Fictional Narratives”<br />
Bachelor of Arts, Broadcasting, Organizational Communication, Public Relations (2011)<br />
Otterbein University, Westerville, OH<br />
Lambda Pi Eta honor society<br />
Departmental Honors- Broadcasting, Public Relations<br />
Annual Dean’s List, 2009-2011<br />
TEACHING EXPERIENCE<br />
Number in parentheses indicates number of times taught.<br />
Visiting Instructor<br />
Department of Communication Studies, Ashland University (August 2016-May <strong>2018</strong>)<br />
Communication Theory and Research (2)<br />
Health Public Relations (1)<br />
Introduction to Human Communication (2)<br />
Introduction to Public Relations (2)<br />
Organizational Communication (2)<br />
Public Relations Writing (2)<br />
Public Relations Campaigns (2)<br />
Research Methods in Communication (1)<br />
Strategic Communication (Online) (1)<br />
Public Relations Topics: Strategic Social Media (1)<br />
Adjunct Instructor<br />
E.W. Scripps School of Journalism, Ohio University, Athens, OH (August 2015-May 2016)<br />
Strategic Social Media (2)<br />
Strategic Communication Research and Theory (3)<br />
Graduate Instructor<br />
E.W. Scripps School of Journalism, Ohio University, Athens, OH (January 2013-May 2015)<br />
Strategic Social Media (1)<br />
Strategic Communication Research and Theory (3)<br />
Introduction to Strategic Communication (1)
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TEACHING EXPERIENCE CON’T<br />
Number in parentheses indicates number of times taught.<br />
Teaching Assistant<br />
E.W. Scripps School of Journalism, Ohio University, Athens, OH (2012)<br />
Strategic Communication Theories and Research (2)<br />
Invited Guest Lectures<br />
E.W. Scripps School of Journalism, Ohio University, Athens, OH (2012-2015)<br />
Managing Brand Meaning SWOT Analysis Advertising Framing<br />
Tapping into Brand Loyalty<br />
Personal Branding<br />
Otterbein University (2013, January)<br />
Don’t be a zombie: How the CDC used pop culture to increase awareness for emergency preparedness<br />
STUDENT ORGANIZATION ADVISING<br />
Department of Communication Studies, Ashland University, Ashland, OH (2016-<strong>2018</strong>)<br />
Bateman Case Study Competition (<strong>2018</strong>)<br />
PRSSA (2016-<strong>2018</strong>)<br />
HONORS, AWARDS & CERTIFICATIONS<br />
APR (Accreditation in Public Relations), PRSA (Awarded 2015; Renewed <strong>2018</strong>)<br />
Identifies those who have demonstrated broad knowledge, experience and professional judgment in the fields of<br />
public relations and strategic communication.<br />
Top Teaching Paper (3rd Place), AEJMC, Public Relations Division (<strong>2018</strong>)<br />
Awarded for “Is Advertising and Public Relations Pedagogy on the ‘Write’ Track?: Comparing Industry Needs and<br />
Education Objectives”<br />
Top G.I.F.T. (1st Place), AEJMC, Public Relations Division (<strong>2018</strong>)<br />
Awarded for “Building a Social Learning Flock: Using Twitter Chats to Connect Academic and Professional<br />
Communities to Enhance Learning across Universities”<br />
Kopenhaver Center Fellow, Lillian Lodge Kopenhaver Center for the Advancement of Women in<br />
Communication (2017)<br />
Competitive selection of female junior faculty in the field of communication<br />
Presidential Citation, AEJMC (2015)<br />
Awarded for outstanding service and dedication as the Head of the Graduate Student Interest Group<br />
Promising Professor Award (Graduate Student Competition, 2nd Place), AEJMC Mass Communication &<br />
Society Division (2015)<br />
Awarded for excellence in teaching based on teaching portfolio and letters of recommendation from faculty,<br />
administration, and students.<br />
Chaffee-McLeod Award (3rd Place), AEJMC, Communication Theory & Methodology Division (2014)<br />
Awarded for “Persuasive Storytelling in the Interactive Age: A Theoretical Model Explaining Interactivity Effects in<br />
Narrative Persuasion”<br />
Doctoral Honors Seminar, NCA (2014)<br />
Mass Communication Group<br />
Ten doctoral students selected nationwide to participate based on submitted papers and adviser recommendations.<br />
Nominee, K. Patricia Cross Future Leaders Award, Association of American Colleges & Universities (2013)<br />
Recognized graduate students who demonstrated exemplary promise as future leaders of higher education<br />
Top Student Paper Scholarship, Society for Case Research (2012)<br />
Awarded for American Apparel and the “XLent” Contest.<br />
Robert L. and Teri W. Gerbig Graduate Scholarship, Ohio University (2011)
New Projects<br />
<strong>Weed</strong>, A.J., Freberg, K.A., Kinsky, E.S., & Hutchins, A.L. (data collection stage). Building a social flock: Using Twitter chats to<br />
connect academic and professional communities to enhance learning across universities. Submit to Journalism &<br />
Mass Communication Educator.<br />
Freberg, K. & <strong>Weed</strong>, A.J. (grant writing stage). Designing a community crisis communication hub through Facebook. Submit<br />
to Facebook Mechanism Design for Social Good research grant program.<br />
<strong>Weed</strong>, A.J., Davis, D., & Lubbers, C. (beginning stages). The state of public relations pedagogy: Perceptions of faculty,<br />
administration, and journal editors.<br />
Karlis, J. & <strong>Weed</strong>, A.J. (beginning stages). Separate or converged?: Industry perceptions of the advertising, public relations,<br />
and strategic communication curriculum models.<br />
Kim, C.M. & <strong>Weed</strong>, A.J. (beginning stages). Best practices of PRSSA star chapters.<br />
Moore, J., <strong>Weed</strong>, A.J., Freberg, K.A. (beginning stages). Community bonding through mourning on social media.<br />
In-Progress Publications<br />
<strong>Weed</strong>, A.J. Is public relations pedagogy on the “write” track? Comparing industry needs and education objectives. Submit<br />
to Journal of Public Relations Education.<br />
<strong>Weed</strong>, A.J. “Keep it true-to-life”: The role of experiential learning in advertising and public relations pedagogy. Submitted to<br />
Journalism & Mass Communication Educator.<br />
<strong>Weed</strong>, A.J. (Accepted with revisionts). A decade after The Professional Bond: Has the academy answered the call in<br />
pedagogical research? Submitted to Journal of Public Relations Education.<br />
Peer Reviewed Publications<br />
Srivastava, J., Saks, J., <strong>Weed</strong>, A.J., & Atkins, A. (In Press). Engaging audiences on social media: Identifying relationships<br />
between message factors and user engagement on the American Cancer Society’s Facebook page. Telematics and<br />
Informatics.<br />
<strong>Weed</strong>, A.J., Freberg, K., Kinsky, E.S., & Hutchins, A.L. (<strong>2018</strong>). Building a social learning flock: Using Twitter chats for<br />
enhancing experiential learning in social media. Journal of Public Relations Education 4(2), 87-98.<br />
<strong>Weed</strong>, A.J. (2014). We’re Trekkers, too: How customer service failure became an internet meme. Journal of Critical Incidents,<br />
7.<br />
<strong>Weed</strong>, A.J. & Davis, C. (2013). American Apparel and the “XLent” contest. Business Case Journal, 20(1), 1.<br />
Book Chapters<br />
Freberg, K. & <strong>Weed</strong>, A.J. (<strong>2018</strong>). Yelp reviewers call fowl for restaurant’s menu switcheroo: A case study on the power of<br />
online reviews. In Laskin, A. (Ed.), Social, Mobile, and Emerging Media Around the World: Communication Case<br />
Studies. Lanham, MD: Lexington Books.<br />
<strong>Weed</strong>, A.J. (2017). Teaching guide. In Lipschultz, J.H. (2017). Social Media Communication: Concepts, Practices, Data, Law<br />
and Ethics (2nd ed.). New York, NY: Routledge.<br />
Conference Presentations<br />
RESEARCH<br />
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<strong>Weed</strong>, A.J. (<strong>2018</strong>). The team feedback session: Activating students’ critical thinking abilities through constructive feedback. To<br />
be presented at the PRSA Educators Academy Super Saturday conference, Austin, TX.<br />
<strong>Weed</strong>, A.J. (<strong>2018</strong>). Is advertising and public relations pedagogy on the “write” track?: Comparing industry needs and<br />
educational objectives. To be presented at the AEJMC annual convention, Washington, D.C.<br />
Third Place, Top Teaching Paper Category, Public Relations Division.<br />
<strong>Weed</strong>, A.J. (<strong>2018</strong>). “Keep it true-to-life”: The role of experiential learning in advertising and public relations pedagogy. To be<br />
presented at the AEJMC annual convention, Washington, D.C.<br />
<strong>Weed</strong>, A.J., Freberg, K., Kinsky, E.S., & Hutchins, A.L. (<strong>2018</strong>). Building a social learning flock: Using Twitter chats to connect<br />
academic and professional communities to enhance learning across universities. To be presented at the AEJMC<br />
annual convention, Washington, D.C.<br />
First Place, G.I.F.T. Competition, Public Relations Division.
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Conference Presentations Con’t<br />
<strong>Weed</strong>, A.J. (2017). Ten years after The Professional Bond: Has the academy answered the call in pedagogical research?<br />
Presented at the AEJMC annual convention, Chicago, IL.<br />
<strong>Weed</strong>, A.J. (2015), Zombie fiction as narrative persuasion: Comparing narrative engagement in text-only and visual<br />
entertainment education. Presented at the AEJMC annual convention, San Francisco, CA.<br />
<strong>Weed</strong>, A.J. (2015). An un-happy meal?: The rise and fall of #mcdstories. Presented at the MBAA International annual<br />
conference, Chicago, IL.<br />
<strong>Weed</strong>, A.J. (2015). Engaging consumers with advergames: A case study of Chipotle’s The Scarecrow. Presented at the MBAA<br />
International annual convention, Chicago, IL.<br />
<strong>Weed</strong>, A.J. (2014). Picture this: Privacy expectations and practices between gender and age groups in picture sharing on<br />
Facebook. Presented at the NCA annual conference, Chicago, IL.<br />
Seifert, J. & <strong>Weed</strong>, A.J. (2014). Tell me, but don’t tell me: An exploratory study of mandatory health campaigns on campus.<br />
Presented at the Ohio Communication Association annual conference, Columbus, OH.<br />
<strong>Weed</strong>, A.J. & Beauchamp, A. (2014). Persuasive storytelling in the interactive age: A theoretical model explaining interactivity<br />
effects in narrative persuasion. Presented at the AEJMC annual convention, Montréal, Canada.<br />
Third Place, Chaffee-McLeod Award for Top Student Paper, Communication Theory & Methodology Division.<br />
Jain, P., <strong>Weed</strong>, A.J., & Walck, P.E. (2014). Connecting with celebrities on Twitter and Facebook: A narrative processing<br />
approach. Presented at the AEJMC annual convention, Montréal, Canada.<br />
<strong>Weed</strong>, A.J. (2014). As the world churns: Food Network and butter wrapper protest to save Paula Deen. Paper presented at<br />
the MBAA International annual conference, Chicago, IL.<br />
<strong>Weed</strong>, A.J. (2014). Occupy the agenda: Effects of newspaper coverage on the public’s perception of Occupy Wall Street.<br />
Paper presented at The Ray Browne Conference on Popular Culture, Bowling Green, OH.<br />
<strong>Weed</strong>, A.J. (2013). The activist network: How Wikipedia used Facebook posts and shares to gain support for the SOPA/PIPA<br />
blackout. Paper presented at the AEJMC annual convention, Washington, D.C.<br />
<strong>Weed</strong>, A.J. (2013). Don’t let the zombies get you: How the CDC used novelty to reach new audiences. Paper presented at the<br />
Society for Case Research Summer Writer’s Workshop, Danbury, CT.<br />
<strong>Weed</strong>, A.J. (2013), “We’re Trekkers, too”: How customer service failure became an internet meme. Paper presented at the<br />
MBAA International Annual Conference, Chicago, IL.<br />
<strong>Weed</strong>, A.J. & Davis, C. (2012). American Apparel and the “XLent” contest. Paper presented at the Society for Case Research<br />
Summer Writer’s Workshop, Springfield, MO.<br />
Scholarship Award for Top Student Paper.<br />
Srivastava, J. & <strong>Weed</strong>, A.J. (2012). “Friending” to fight cancer: The nature of content and social support of the American<br />
Cancer Society fan page on Facebook. Paper presented at the International Conference on Global Health & Crisis<br />
Communication, Eskisehir, Turkey.<br />
Conference Panelist<br />
RESEARCH CON’T<br />
Bruhn, K., Davis, D., Silverman, D., & <strong>Weed</strong>, A.J. (<strong>2018</strong>, August) Recruiting faculty: Strategies for attracting talented<br />
candidates. To be presented at the AEJMC annual convention, Washington, D.C.<br />
Foreman-Wernet, L., Shively, D. & Sterenburg, M.C. & <strong>Weed</strong>, A.J. (2016). Integrated marketing communication--how PR is<br />
becoming more integrated with marketing. Presented at the Central Ohio PRSSA PaRtners Conference, Westerville,<br />
OH.<br />
Carey, C., Hollifield, A., Hennink-Kaminksi, H. & <strong>Weed</strong>, A.J. (2015). Early career guidance: Landing the first faculty job and<br />
beyond. Presented at the AEJMC annual convention, San Francisco, CA.<br />
Lubbers, C., Ortiz, R., Remund, D. & <strong>Weed</strong>, A.J. (2014). Research-based Insights for Teaching Millennial Students in<br />
Strategic Communication. Presented at the AEJMC annual convention, Montréal, Canada.
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Professional Associations<br />
AEJMC<br />
PRSA Liaison, Public Relations Division (August, 2017-Present)<br />
Head, Graduate Student Interest Group (2014-2015)<br />
Vice Head/Programming Chair, Graduate Student Interest Group (2013-2014)<br />
Membership Chair, Graduate Student Interest Group (2012-2013)<br />
PRSA Educators Academy<br />
Executive Committee (Communications Committee) (January, <strong>2018</strong>-Present)<br />
Executive Committee (Social Media Manager) (October, 2016-December, 2017)<br />
Contributing Author, Educators Academy Newsletter (May, <strong>2018</strong>-Present)<br />
Ohio Communication Association<br />
Panel Coordinator, OCA Annual Conference (2016)<br />
Society for Case Research<br />
At Large Director (2014-2017)<br />
Reviewer (2012-Present)<br />
Business Case Journal<br />
Reviewer (Jan. <strong>2018</strong>-Present)<br />
Journal of Critical Incidents<br />
Reviewer (2013-Present)<br />
Cross-University Service<br />
#SMStudentChat (@smstudentchat)<br />
Co-founder<br />
Monthly Twitter chat open to all students, faculty and professionals. Features industry guest panelists to<br />
discuss rotating topics in social media communication.<br />
Social Media Professors Group (https://www.facebook.com/groups/socialmediaprofessors/)<br />
Moderator<br />
A collaborative educators community with more than 700 members.<br />
University Service<br />
SERVICE<br />
Ashland University<br />
Event Coordinator, High School Public Relations Workshop (<strong>2018</strong>)<br />
Ohio University<br />
Presenter, Building Brand You: Developing Your Personal Brand for the Academic Job Market (March, 2016)<br />
Event Coordinator, Getting the #Scoop on Crisis Communication: Lessons from Jeni’s Splendid Ice Creams; Ryan<br />
Morgan, Digital Director, Jeni’s Splendid Ice Creams (2015, October)<br />
Event Coordinator, The (not so) Secret Life of Avatars: Exploring the Multiple Levels of Player-Avatar Relationships;<br />
Dr. Nicholas Bowman, West Virginia University (October, 2014)<br />
Member, Interdisciplinary Council (2013-2014)<br />
Member, Library Council (2013-2014)<br />
Senator, Scripps College of Communication, Graduate Student Senate (2013-2014)<br />
Event Coordinator, Building Brand “You” (2012-2014)<br />
Representative, E.W. Scripps School of Journalism, Graduate Student Senate (2012-2013)<br />
Student Member, Graduate Committee, (2015-2016)<br />
Member, Search Committee, Strategic Communication Assistant Professor (2011)<br />
Member, Search Committee, Strategic Communication Visiting Professor (2011)<br />
Otterbein University<br />
Member, Academic Council (2010-2011)<br />
Member, Institution Effectiveness Committee (2010-2011)
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MEMBERSHIPS<br />
AAF Columbus (2014-Present)<br />
PRSA (2014-Present)<br />
Current Division Memberships<br />
Central Ohio PRSA<br />
Educators Academy<br />
Greater Cleveland PRSA<br />
NCA (2014-Present)<br />
Current Division Memberships<br />
Public Relations<br />
Mass Media<br />
AEJMC (2012-Present)<br />
Current Division Memberships<br />
Advertising<br />
Mass Communication & Society<br />
Public Relations<br />
Commission on the Status of Women<br />
Society for Case Research (2012-Present)<br />
RESEARCH & DESIGN TOOLS<br />
Adobe Creative Suite (CS6) Mediasite<br />
Canva<br />
Meltwater<br />
Final Cut Pro X, Apple Certified Training<br />
NVivo<br />
Google Analytics<br />
SPSS<br />
Hootsuite Certified Professional<br />
Qualtrics<br />
Keynote<br />
WordPress<br />
ACADEMIC WORK EXPERIENCE<br />
Research Assistant, E.W. Scripps School of Journalism, Athens, OH (2012-2013)<br />
Graduate Assistant, Voinovich School of Leadership and Public Affairs, Athens, OH (September-November 2011)<br />
PROFESSIONAL WORK EXPERIENCE<br />
Branding Consultant, Westerville, OH (2010-Present)<br />
Developed branding strategies for food industry businesses including menus, advertising, and social media marketing.<br />
Owner, Sweet Dreams Chocolatier, Westerville, OH (2002-2011)<br />
Managed all aspects of business including menu & marketing material design, new business development, and<br />
account management.<br />
Office Administrator, Active Aeration Systems, Inc., Plain City, OH (1999-2008)<br />
Managed dealer/government relations, marketing material design, and account management.<br />
Producer, Clear Channel Communication, Columbus, OH (1997-1999)<br />
Syndicated radio show producer (WTVN, WCOL) and morning show producer (WHOK).<br />
Commercial Production Assistant, Clear Channel Communication, Columbus, OH (1997-1999)<br />
Produced and voiced local commercials.