Brandi Watkins

Brandi Watkins

Brandi Watkins

Assistant Professor


101 Shanks Hall
181 Turner St. NW
Blacksburg, VA 24061




Department Membership



  • Public Relations in Sports
  • Social Media
  • Corporate Communication
  • Branding
  • Gender

Professional Activities

  • Association for Education in Journalism & Mass Communication (AEJMC)
  • International Communication Association (ICA)
  • American Academy of Advertising (AAA)


  • Ph.D. The University of Alabama, 2013
  • M.A. The University of Alabama, 2008
  • B.A. Mississippi University for Women, 2006

Research Interests

    Awards and Honors

    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

    Selected Publications


    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:

    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).

    Additional Information

    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.