Public Relations Portfolio 2019

1. K A T I E
D A W E S
Public Relations Portfolio
2019

2. TABLE
CONTENTS
About Me
Resume
Media Relations
Strategic Writing
Social Media
Strategic Planning
Branding

3. ME''
Driven by a desire to learn and
grow, I am a PR professional with
positive energy and strong writing
and media relations skills. I aim to
help consumer/lifestyle brands
communicate an efficient message
to facilitate a positive relationship
between client and audience.
I'm Katie Dawes and I am a recent
graduate from the University of
Oregon's School of Journalism and
Communication with degrees in
public relations and media studies.
GET TO
KNOW
''
I am committed to living a healthy,
active lifestyle and love sunshine and
taking my Australian Shepard on hikes.
I am extremely proud of my growing
book collection and enjoy writing in
my free time. Traveling inspires me
professionally and personally and is a
huge part of my life.

5. ABOUT
ROLE
TACTICS
As an account executive for Allen Hall
Public Relations, a nationally affiliated
student-run public relations firm at the
University of Oregon, I worked for
Keap Athletics, an athletic wear
brand, with goals of increasing brand
awareness and media outreach.
Three months in, the client asked
me to run media relations. My
responsibilities included media list
building, pitch writing, facilitating
relationships with influencers and
media, distributing press materials
and researching industry trends.
I researched industry trends to find
compatible influencers and
publications. Using the brands voice, I
found angles to build lists and pitch to
various outlets. I also started a
campaign for March Madness in order
to gain media coverage and increase
brand recognition and engagement.
MEDIA RELATIONS Keap Athletics

6. Website Traffic From
March Madness Campaign
Influencer Relations
REACHED WITH
THREE INFLUENCER
PARTNERSHIPS
MEDIA RELATIONS Keap Athletics
Organic Influencer Post
About Client
THOUSAND
SITE VISITS
Outcome of
promoting the
campaign through
influencers
R E S U L T S :

7. BRANDING Allen Hall Media
ABOUT
R O L E
TAKEAWAYS
Allen Hall Media (AHM) is a
student-run multi-media agency at
the University of Oregon. We
provide multimedia services to
clients in the Eugene area.
Founded in 2018, I was among the
first hired with a common goal
branding the agency.
As head copywriter for AHM, I
was responsible for written copy
and proofing for each project. I
developed a tagline and
mission statement for the
agency and designed an
agency website and blog.
With AHM, I learned how to
develop a brand's voice and use it
on all platforms. I lead a tagline
workshop with the entire agency
which showed leadership skills.
Website development allowed me
to think creatively, while proofing
and creating copy tightened up my
writing skills.

8. BRANDING Allen Hall Media
Agency Tagline
Copy for Client Description
Agency Manifesto and
Website Homepage
Creating agency's
voice to tell our
client's story
O B J E C T I V E :

9. STRATEGIC WRITING Bijou
ABOUT
R O L E
R E S U L T S
Summer 2018, I interned for BLND
Public Relations, a Los Angeles
based PR firm specializing in
lifestyle brands and campaigns. I
was assigned to work with Bijou,
a luxury candle company, with
goals to increase media and
influencer relations.
Heading all of outreach, I
researched publications and
influencers that would be a good fit
for my client. I created lists using
Cision and wrote pitches, features
and news releases. I facilitated
releationships with influncers and
media with outreach and follow up.
In three months of working with Bijou,
I wrote 3 pitches and 3 news
releases, landing 16 overall features
on online publications such as
Cosmopolitan, Vogue and Allure. The
increase of media coverage from
summer 2018 resulted in the client
creating a "Featured Press" section
on their website.

10. News release
announcing new
product
10 featured
media hits
STRATEGIC WRITING Bijou
MESSAGE:
RESULTS:

11. SOCIAL MEDIA Hermosa Local
ABOUT
ROLE
At BLND PR summer 2018, I was
also working with Hermosa Local,
a travel and tourism platform. The
client goal was to increase
followers on social media and
continuously create content that
engages their audience.
I created a three month social
media content calendar for the
client's Instagram, Twitter and
Facebook. I posted images, article
links and created captions while
also engaging with followers and
tracking Instagram metrics.
Running three social media
accounts taught me time
management and how to follow
industry trends. I met and
exceeded my client's
expectations while still having
the freedom to creatively post
and plan content.
TAKEAWAYS

12. NEW FOLLOWERS
IN THREE MONTHS
INCREASED FOLLOWER
ENGAGEMENT BY
%.
SOCIAL MEDIA Hermosa Local
Meeting Client Goals
Example of Content
Created and Shared
Increase in Tags, Comments
and Likes
Outcome of
consistent
posting and
engaging
captions
RESULTS:

13. ABOUT
ROLE
STRATEGIC PLANNING
Eugene Cascades & Coast
This course taught me how to
identify an opportunity and
deliver a message based on the
client's needs. Through research,
we were able to develop a
campaign suited for our
demographic and deliver our
findings and ideas to the client.
Working with a team of five, I
conducted a primary research
survey to understand the target
demographic. With that research, I
developed social media content
and a content calendar. As a team,
we presented our research and
campaign plan to the client.
For a campaigns course, we were given
a client and prompted to create a PR
campaign, including research, content
and implementation methods. I worked
with Eugene Cascades and Coast, a
non-profit travel organization with
goals of increasing overnight stays and
post-visit engagement.
TAKEAWAYS

14. STRATEGIC PLANNING
Eugene Cascades & Coast
S T R A T E G Y :
"Establish a social
media initiative. to
target empty nesters
to visit and share
their experiences
after staying in the
South Willamette
Valley."
The goal of this infographic was
to inspire visits to South
Willamette Valley wineries. Based
on our research, we knew to
emphasize convenience and
unique aspects of each winery.
T A C T I C :
KEY AUDIENCE:
"Our target audience is an empty
nester in the Pacific Northwest. She
wants to be more carefree and
wants a convenient and simple
wine-filled adventure."

15. T H A N K
Y O U