Mastery Journal - Strategic Internet Public Relations

by Danielle Bonds

Strategic Internet Public Relations has been one of the most impactful courses for me so far. I truly understand now how powerful and important strong communication is, especially when brands are faced with major challenges. This class gave me the tools and confidence to handle real-world PR situations with purpose and strategy.

Assignment: Crisis Management Through the Sky Mavis case study, I was able to see firsthand how PR plays a critical role when a company’s reputation and trust are on the line. Using Coombs’ (2014) crisis communication model along with the case breakdown from Darknet Diaries (2024), I created a full communication response plan that balanced honesty, urgency, and clarity. It really showed me the value of transparency in protecting brand trust.

Assignment: Distibution Strategy. This assignment helped me map out how digital platforms can either calm or escalate a crisis. I used the Barcelona Principles 3.0 guidelines (AMEC, 2020) to plan out messaging across X, Instagram, Facebook, and Discord. It taught me that each channel needs its own strategy and that timing and tone are everything.

Assignment: Press Release. This press release assignment gave me a chance to practice writing clear, concise news that the media would trust. I used what I learned from PR agencies like Melrose PR (n.d.) and MarketAcross (n.d.) to deliver a professional-quality document. It reminded me that well-written, factual messaging remains one of the most important tools in PR.

Overall, this course strengthened my confidence and understanding of what it means to lead through communication. I now see PR as a true leadership role that helps protect and rebuild trust when companies need it most.