Brandi Watkins

Brandi Watkins, Assistant Professor

Brandi Watkins  Assistant Professor
Brandi Watkins, Assistant Professor

Department of Communication
101 Shanks Hall
181 Turner St. NW
Blacksburg, VA 24061
540-231-1661 |  brandi1@vt.edu

Brandi Watkins is an Associate Professor at the Department of Communication.

  • Public Relations in Sports
  • Social Media
  • Corporate Communication
  • Branding
  • Gender
  • Ph.D. The University of Alabama, 2013
  • M.A. The University of Alabama, 2008
  • B.A. Mississippi University for Women, 2006
  • Association for Education in Journalism & Mass Communication (AEJMC)
  • International Communication Association (ICA)
  • American Academy of Advertising (AAA)
  • Graduate Teaching Assistantship, College of Communication and Information Sciences at the University of Alabama, 2011-2013
  • Travel Fund Award, Graduate School at the University of Alabama, 2013
  • Top Paper Award, BEA Proposals in Progress Competition, April 2012

Books

Title in Italics (City: Publisher Name, year).

Title in Italics (City: Publisher Name, year).

Journal Articles

Watkins, B. (2014). An integrated approach to Sports Branding: Examining the Influence of Social Media on Brand Outcomes. The International Journal of Strategic Communication (6)2, 20-30.

Watkins, B., & Lewis, R. (2014). Winning with apps: A case study of the current branding strategies employed on professional sport team mobile apps. International Journal of Sport Communication 7, 399-416. doi: http://dx.doi.org/10.1123/IJSC.2014-0009

Watkins, B., & Lewis, R. (2014). Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter. Public Relations Review 40 (853-855).

Teaching Interests

Social Media
Sports and Public Relations
Writing and Editing for Public Relations

Dr. Watkins’ research looks at how organizations use social media to create, maintain, and enhance relationships with their publics. Most of her research is conducted in the context of professional sports.

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