Reflections on Strategic Internet Public Relations and My Mastery Journey

Throughout my journey in the Strategic Internet Public Relations course, I have deepened my understanding of how digital media strategies shape public perception, manage reputational risks, and drive long-term engagement. My original Mastery: PDL goal focused on developing expertise in digital PR crisis management within entertainment and tech spaces. This course met that goal by blending academic principles with real-world case studies, preparing me to apply PR frameworks across dynamic industries.

Objective 1: Analyze the impact of digital platforms on public relations strategy. Assignment: United Airlines Crisis Case Study This assignment taught me how digital platforms amplify both reputational risks and opportunities. I analyzed how United's lack of empathy and slow response on social media turned a contained incident into a viral outrage. I now understand the importance of crafting immediate, human-centered messaging that aligns with audience sentiment in real time (Coombs, 2019).

Objective 2: Apply effective internet public relations tools to achieve communication goals. Assignment: Sky Mavis PR Crisis Keynote By acting as the PR Director for Sky Mavis during a real-world cyberattack case, I learned how to build a strategic response using internet PR tools. From transparency in messaging to controlling the media narrative with digital press kits and proactive engagement, I discovered how digital tools empower brands to rebuild trust while remaining accountable (Luttrell & Wallace, 2021).

Objective 3: Design a public relations plan incorporating emerging media technologies. Assignment: Smosh EPK Strategy Developing an Electronic Press Kit and press room strategy allowed me to explore how media assets and brand storytelling enhance credibility. I applied interactive and immersive elements such as video, lifestyle photography, and downloadable brand kits to help a fictional business create a media-ready identity. These strategies are essential for today’s converged media landscape (Breakenridge, 2012).

This course has advanced my ability to think critically, respond authentically, and lead PR efforts with a strategy rooted in digital-first thinking. Going forward, I will apply these lessons in brand development, crisis response, and stakeholder engagement across my professional projects.

References

Breakenridge, D. (2012). Social media and public relations: Eight new practices for the PR professional. 

FT Press.Coombs, W. T. (2019). Ongoing crisis communication: Planning, managing, and responding (5th ed.). SAGE Publications.Luttrell, R., & Wallace, E. (2021). Social media and strategic communications. Rowman & Littlefield.