Curriculum Vita

Academic Positions:

S.I. Newhouse School of Public Communications at Syracuse University
Assistant Professor of Public Relations & Social Media
Interim Director, Graduate Program in Public Relations
Director, W20 Emerging Insights Lab
Tow Fellow
August 2017 – present

Eastern Michigan University, Department of English Language and Literature
Associate Professor of Public Relations (Tenured) September 2015- July 2017

Public Relations Program Coordinator
Assistant Professor of Public Relations                   August 2011 – August 2015

Education:

California Institute of Integral Studies, San Francisco, California
Ph.D. Transformative Studies, Communications Concentration
June 2012

  • Dissertation: “Social Networking Sites in the Public Relations Classroom: A Mixed Methods Analysis of Undergraduate Learning Outcomes Using WordPress, Facebook, and Twitter”

The College of Saint Rose, Albany, New York
M.A. Public Communications
May 2007

  • Master’s Thesis: “What Does It Mean to Be a PR Practitioner in Today’s Marketplace?”

Utica College of Syracuse University, Utica, New York
B.A. Dual Major Journalism and English
May 1998

Honors and Awards:

PAR Government Systems Corporation & Defense Advanced Research

Projects Agency (DARPA)                                                                June 2020

Funded: $830,958

Centers on the detection of manipulated media, primarily photos and video. PAR PI: Joe Austen, Newhouse PI: Steven Masiclat, Co-I, Regina Luttrell

Tow Center Fellowship                                                                        July 2018

Funded: $15,000

The Age of AI: Audience Segmentation and Predictive Audience Engagement: research how news audiences are segmented based on beliefs held, behaviors enacted, and constraints faced concerning changes that are being made in news production and distribution powered by artificial intelligence and/or automated journalism. PI: Joon Soo Lim, Co-PI: Regina Luttrell, Stephen Masiclat, and Dennis Kinsey

Top Paper Awards                                                                                 2018; 2020

Shifting the Paradigm: Diversity, Equity and Inclusion in Communication Education.” Named Top 25 AEJMC GIFT Award. Education in Journalism and Mass Communication (AEJMC) 2020 Conference. Association for Education in Journalism and Mass Communication (Moved online due to COVID-19. August 2020).

Luttrell, R., & Ward, J. (2018). Looking in to see out: An Introspective Approach to Teaching Ethics in PR. Journal of Public Relations Education,4(2), fall, 123-127. ISSN: 2573-1742 (Top Paper).

Teaching Experience:

Courses Taught, Syracuse University

Teach a wide spectrum of courses. Adopted distinctive teaching methodologies, developed unique assignments, and serve as PR faculty lead for PRL 215/614, PRL 603, PRL 635, and PRL 530.

  • Undergraduate
    • PRL 215 Advanced Public Relations Writing for a Digital World
    • PRL 325 Public Relations Campaigns and Execution
    • PRL 497 Public Relations Management
    • PRL 530 International Social Media and Public Relations Management (London)
  • Graduate
    • PRL 525 Public Relations Practicum
    • PRL 600 Social Media Analytics
    • PRL 603 Foundations of Analytics, Social Listening and Information Gathering
    • PRL 614 Advanced Public Relations Writing for Digital Platforms
    • PRL 635 Public Relations Culminating Experience
  • Communications@Syracuse Immersion
    • Leveraging Social Media and PR: A 4 Step Process
    • Diversity & Inclusion: Effective Communication Strategies

Curricular Development, Syracuse University
Spearheaded curricular changes to the M.S. and B.S. in Public Relations. Designed and developed 11 new courses and revised an additional four for the Graduate and Undergraduate programs. Researched developmentally appropriate content, choosing teaching methodology and materials. Ensured all curriculum followed ACEJMC and CEPR accreditation standards.

Newly Developed Courses

  • Undergraduate
    • PRL 319 Social Media & Society
    • PRL 320 Social Media & Innovation
    • PRL 376 Content Optimization for Public Relations Writing
    • PRL 425 Public Relations Capstone Campaign
  • Graduate
    • PRL 610 History, Theory & Practice of PR
    • PRL 614 Content Optimization for Public Relations Writing
    • PRL 643 Diversity in Public Relations
    • PRL 600 Social Media Analytics
    • PRL 603 Foundations of Analytics, Social Listening and Information Gathering
    • PRL 619 Social Media & Society
    • PRL 620 Social Media & Innovation
    • PRL 530 International Social Media & PR Management – London

Curricular Revisions (existing courses)

  • Undergraduate
    • PRL 215 Advanced Public Relations Writing for a Digital World
  • Graduate
    • PRL 525 Public Relations Practicum
    • PRL 614 Advanced Public Relations Writing for Digital Platforms
    • PRL 635 Public Relations Culminating Experience

Courses Taught & Developed, Eastern Michigan University

Planned lessons which adhered to the objectives of the curriculum while utilizing a variety of teaching methodologies. Developed and implemented new courses for the revamped undergraduate public relations program. Those with an Asterix ‘*’ denote courses I developed.

  • Undergraduate
    • PURL 201 Public Relations and Public Responsibility
    • *PURL 305 Crisis Management for Public Relations
    • *PURL 308 Social Media in Public Relations
    • PURL 312 Introduction to Public Relations
    • PURL 314 Public Relations Writing
    • *PURL 333 Integrated Campaigns
    • *PURL 403 The Agency
    • JRNL 490 Internship in Public Relations

Publications:

Books

  • Luttrell, R. & Emerick, S. (manuscript in progress) Social Media: Data-Driven Strategies, Oxford University Press.
  • Luttrell, R. (August 2018) Social Media How to Engage, Share, and Connect, Third Edition, Rowman and Littlefield Publishers.
  • Luttrell, R. & Capizzo, L. (April 2018) The PR Agency Handbook, Sage Publications.
  • Luttrell, R. (April 2018) Trump Tweets: The World Reacts. What Is Relevant and Why., Edited Volume, Lexington Press.
  • Luttrell, R. & Ward, J. (February 2018) A Practical Guide to Ethics in Public Relations, Rowman and Littlefield Publishers.
  • McGrath, K., Luttrell, R, Luttrell, M.T., McGrath, S. (December 2017) Brew Your Business: The Ultimate Craft Beer Playbook, Rowman and Littlefield Publishers.
  • Luttrell, R. & Capizzo, L. (March 2018) Public Relations Campaigns, Sage Publications.
  • Luttrell, R. (August 2016) Social Media How to Engage, Share, and Connect, Second Edition, Rowman and Littlefield Publishers.
  • Luttrell, R. & McGrath, K. (April 16, 2016) The Millennial Mindset: Unraveling Fact from Fiction, Rowman and Littlefield Publishers.
  • Luttrell, R. (August 22, 2014) Social Media How to Engage, Share, and Connect, First Edition, Rowman and Littlefield Publishers.

Book Chapters

  • Luttrell, R., McGrath, K., Medjesky, C., (2017) “Purpose, Value, and Unintended Consequences in Social Media.”  Organization and Administration in Higher Education.  Routledge. Ed. Patrick J. Schloss and Kristina M. Cragg.
  • Luttrell, R. (2017) “Learning Fundamentals of Public Relations via WordPress.” Communication in the Classroom: A Collection of G.I.F.T.S., Bedford/St. Martins. Ed. Matthew Sanders, John Seiter, and Jennifer Peeples.

Peer Reviewed Journal Articles

Journal Papers Accepted

  • Luttrell, R. Wallace, A., Lee, J. & McCollough, C. (Expected fall 2020) The Digital Divide: Addressing Artificial Intelligence in Communication Education. Journalism and Mass Communication Educator.

Journal Papers in Review

  • Luttrell, R., Wallace, A., McCollough, C., Lee, J. (revise & resubmit) Public Relations Curriculum: A Systematic Examination of Where PR Education is in the Digital Revolution.
  • Luttrell, R., Ward, J. & Wallace, A. (under review). Transformative PR Ethics Literacy: Defining Moral and Ethical Values Through Purposeful Ethical Education, Journal of Communication Pedagogy.

Journal Papers in Process

  • McCollough, C., Luttrell, R., Wallace, A. (in process) Qualitative Content Analysis of Course Descriptions for Accredited Public Relations Programs.
  • Sterbenk, Y., Ward, J., Luttrell, R. (in process) Sensemaking as a Way to Understand Corporate Engagement in Corporate Social Responsibility.

Conference Papers and Panels

  • “Crossroads in Pedagogy: Applications and Implications of Artificial Intelligence in the Communication Classroom.” National Communication Association (NCA), November 2020.

  • “Forging Ahead: Diversity, Equity and Inclusion the Driving Force Behind Communication Education,” National Communication Association (NCA), November 2020.

  • “From Silicon Valley Virtual Communities to Trump Twitter Networks: Political Social Networks Visualized,” Association for Education in Journalism and Mass Communication (AEJMC) (Moved online due to COVID-19. August 2020).

  • Shifting the Paradigm: Diversity, Equity and Inclusion in Communication Education.” Named Top 25 AEJMC GIFT Award. Education in Journalism and Mass Communication (AEJMC) 2020 Conference. Association for Education in Journalism and Mass Communication (Moved online due to COVID-19. August 2020).

  • “Pedagogy for Productive Citizens and Professionals: Reflections on the Influence of Disruptive Approaches to Curriculum Design in a High-Impact Curriculum for Educators: Empowering Entrepreneurial Students to be Strategic Communicators who can Produce,” Southern States Communication Association Conference (April 4, 2020; Canceled due to COVID-19).

  • “Redefining Content Creation – Artificial Intelligence in Social Media Marketing,” MBAA International Conference (March 25, 2020).

  • “Asserting PR Dominance: AI-Driven Strategy for Digital Communications.” Public Relations Society of America International Conference, San Diego, California; October 2019.

  • “Invention in PR: How to use Public Relations as a Creative Engine.” Public Relations Society of America International Conference, San Diego, California; October 2019.

  • Association for Education in Journalism and Mass Communications (AEJMC), Toronto, Canada, Panelist: (2019): Digital Feminist Activism: Multi-Cultural Feminism in a Post-Anita Hill Social Media World.

  • Association for Education in Journalism and Mass Communications (AEJMC) Virtual Conference, (April 2019) Panelist: Engaging Gen Z: What Professors Need to Know.

  • Public Relations Society of America, Finger Lakes Chapter, (February 2019) Workshop Presenter: Social Media: Tactics and Tips to Cultivate Your Social Presence.

  • August 2018 Association for Education in Journalism and Mass Communications (AEJMC) conference in Washington, D.C. Lead Presenter: “Looking in to See Out: An Introspective Approach to Teaching Ethics in PR”
  • July 2018 Public Relations Society of America, Webinar Panelist: Deciphering the HR lingo: Learn what employers are really looking for when building communications teams
  • October 2018 PRSA International Conference, Austin, TX: Lead Presenter: “Unlocking Your Teams Potential: Proven Tactics for Communicating Effectively in the Workplace”
  • November 2018 National Communication Association, Salt Lake City, Utah: Workshop Presenter, Association for Business Communication: “Playing Well with Others”: Tips for Workplace Communication Across Generations”
  • October 2018 PRSA International Conference, Austin, TX: Presenter: “Using Predictive Analytics to Stave Off Crisis”
  • October 2018 PRSA International Conference, Austin, TX: Panelist, Educators Academy: “Real Life Ramen: Using Cheap or Free Online Tools to Create “Real World” Assignments, Experiences & Certifications in the Classroom”
  • “Marketing Like a Private School to Change Perceptions of Career Tech Ed,” at the National School Public Relations Association (NSPRA) conference in Anaheim, California
  • May 2018 Public Relations Society of America, Webinar Presenter Social Media Crisis Prevention
  • July 2018 National School Public Relations Association (NSPRA), Marketing Like a Private School to Change Perceptions of Career Tech Ed
  • November 2017 National Communication Association, Dallas, TX: Chair & Panelist “#ShePersisted: Sustained Relevance while Propagating Our Legacy as Women in Communications”
  • November, 2017National Communication Association, Dallas, TX: Chair “Service Learning and Community Impact”
  • October 2017 PRSA International Conference, Boston, MA: Lead Presenter “Going #Rogue: Losing Control of Your Social Media”
  • October 2016 PRSA International Conference, Indianapolis, IN: Lead Presenter “A Climate of Denial: Restoring the Public’s Trust in Flint”
  • April 2016 Central States Communication Association (CSCA): Short Course, “Foundations for Understanding Millennials:  Who Are They, How Do We Reach Them, and Why Should We Care?”
  • April 2016 Central States Communication Association (CSCA): Chair, “Let’s Not Forget the ‘Dark Side’: A Discussion of the Ways in which Social Media Influence Expression and Action in Education”
  • April 2016 Central States Communication Association (CSCA): Panel Participant, “The Power of Story: Storytelling from the Classroom to the Boardroom”
  • November 2015 Search Marketing Workshop: Moderator, “Effective Social Campaigns”
  • March 2014: PRSA – Detroit APR Prep Session: Lead Presenter, “Media Training Workshop”
  • October 2013: PRSA International Conference, Philadelphia, PA: Lead Presenter “The Integration of Public Relations: “Connecting & Cultivating the Next Generation of Leaders: The Millennial”
  • October 2013:  Michigan College English Association Conference, Dearborn, MI: Panel Presentation “The Challenges of Teaching Multi-Generational Students”
  • July 2013: Michigan Media Lab: Workshop Presenter “Using Social Media to Promote your Business”
  • March 2013: 2013 AAUP Conference on the State of Higher Education: Lead Presenter, “Cracking the Neomillennial Learning Code: Teaching in the 21st Century”
  • May 2013: Great Lakes Conference on Teaching and Learning: Lead Presenter, “Bridging the Gap Between Students and Community: Applications in Designing Meaningful Academic Service-Learning Opportunities for Millennials”
  • April 2013: Central States Communication Association (CSCA): Lead Presenter, “Transformations in the Public Relations Curricula”
  • April 2013: Central States Communication Association (CSCA): Lead Presenter, “Term Papers in Online Learning”
  • March 2013: 2013 PRSA – Detroit APR Prep Session: Lead Presenter, “Media Training Workshop”
  • October 2012, PRSA International Conference, San Francisco, California: Lead Presenter, “The Integration of Public Relations: Can’t We All Just Get Along?”
  • May 2012, Technologies in Education: Two workshop presentations; “Creating a Sense of Community in an Online Educational Environment” and “Importance of PLNs in Education for Professors and Students”
  • March 2012, Association for Education in Journalism and Mass Communication (AEJMC) Midwinter Conference at the University of Oklahoma: Lead Presenter, “Social Networking Sites in a Public Relations Classroom”
  • March 2012, Central States Communication Association (CSCA): Lead Presenter, “Learning the Fundamentals of Public Relations via WordPress”
  • January 2011, “Capital Region’s Leadership Development Media Day”
  • December 2010, NLI – Webinar: “Social Media Strategies and Tactics in Healthcare”
  • March 2010, “Media 2010: How Blogs Shape the New Conversation”
  • April 2009 Public Relations Society of American, Albany, New York Chapter “Blogging Etiquette for PR Practitioners”
  • Cornell Cooperative Ext., Albany, New York “Using Social Media in the Workplace,” May 2009
  • April 2007 Private Pay Conference, Verona, New York “Press for Success”
  • October 2007 Home Care Annual Conference “PR 101 Hands-On Workshop”

Professional Publications

Research Experience

Total of $1,479,493 in grant funding secured

  • PAR Government Systems Corporation & Defense Advanced Research Projects Agency (DARPA) (Funded, $830,958), Centers on the detection of manipulated media, primarily photos and video. PI: Steven Masiclat, Co-I, Regina Luttrell, June 2020.
  • Middle Tennessee State University and 1 for All (Funded, $2,000): Grant to plan and execute a First Amendment campaign during the fall of 2019. PI: Regina Luttrell, June 2019.
  • TOW Center Fellowship, The Age of AI: Audience Segmentation and Predictive Audience Engagement (Funded, $15,000): research how news audiences are segmented based on beliefs held, behaviors enacted, and constraints faced concerning changes that are being made in news production and distribution powered by artificial intelligence and/or automated journalism. PI: Joon Soo Lim, Co-PI: Regina Luttrell, Stephen Masiclat, and Dennis Kinsey, July 2018.
  • CUSE Grant, Social Media and Democracy: How We Connect and Communicate Influences Public Discourse (Funded, $9,100): Interdisciplinary Seminar that focuses on Social Media’s Impact on the U.S. political system. PI: Regina Luttrell Co-I: Lu Xiao, iSchool, May 2018.
  • Emerging Insights Lab: Established the W20 Emerging Insights Lab (EIL) (Funded *Number not disclosed) The newly created Emerging Insights Lab (EIL) is a state-of-the-art social media command center that serves as a central hub for the interfacing of digital media monitored and studied by students throughout the S.I. Newhouse School of Public Communications. The EIL allows students to monitor and measure all aspects of social media and analytics on the social sphere. As part of an active classroom, a bank of several large monitors tracks the convergence of paid, earned, shared, and owned (PESO) media in one place, enabling students and faculty to assess in real time the impact of media on specific brands or campaigns. The lab serves as a social media analytics classroom, research center, and shared lab environment for projects undertaken by faculty, students, and student organizations including PRSSA, Hill Communications, and TNH. The EIL is also an academic social media research and learning environment for an abundance of courses including advanced public relations writing; social media listening, research, and analytics; public relations research; public relations campaign planning and execution; public relations management; and agency management.
  • Josephine Nevins Keal (Funded, $800): Grant to assist in the professional advancement of female academics. Funding used for research pertaining to Social Media: How to Engage, Share, and Connect. PI: Regina Luttrell.

Service

Service within Syracuse University:

  • Public Relations Student Society of America, Faculty Advisor, 2018-2019
  • Honors College Sponsor, 2018-2019; 2019-2020; 2020-2021
  • Big Ideas Initiative: appointed by Dean Lorraine Branham, social media committee

Service within the Newhouse:

  • Interim Graduate Director, Public Relations Program Coordinator, Summer 2018- Present
  • Established the W20 Emerging Insights Lab (EIL) and serve as the director
  • Faculty Council (elected), 2018- present
  • Executive Committee, 2018-present (invited by Dean Branham upon taking over as Interim Graduate Director)
  • Academic Strategy Committee appointed by Interim Associate Dean Dona Hayes & Interim Dean Amy Falkner, Summer 2020
  • Non-tenured Renewal Committee (elected), 2019-present
  • Public Relations Chair Search Committee member, 2018-2019
  • Girl Scout MEdia Journey, Workshop Presenter, April 2019
  •  Communications@Syracuse
    • social media consultant
    • taught during spring 2019 and 2020 emersion sessions
  • Public Relations PoP Search Committee member, 2019-2020
  • Admissions Committee, 2018 – present
  • Faculty Professoriate Program (FPP) – Invited Speaker
  • COM 100 Professor

Service within the Public Relations Department:

  • Technology Committee, 2017 – present
  • Ad-Hoc Committee Public Relations Minor, 2018-present
  • Benchmark Trip to NYC January 2018
  • Curricular Development
  • Ad-Hoc Committee PR Week Submission

Service to the Profession:

  • Journal of Public Relations Education, reviewer
  • AEJMC Public Relations Division, Social Media Committee
  • Ad-Hoc Activism in PR: Diversity and Inclusion Teaching Initiatives, AEJMC Public Relations Division
  • Howard University, External Reviewer Ph.D. Candidate Ashley Ayers
  • Public Relations Society of America, Educators Academy Planning Committee
  • Public Relations Society of America, Central New York Chapter
  • Public Relations Society of America, Capital Region Chapter

Service within the Community:

  • Fayetteville-Manlius High School
  • Fayetteville-Manlius Middle School – Eagle Hill
  • On Point for College
  • Sitrin Nursing Home

Diversity Commitment:

Bringing diversity and inclusion into my teaching, research and service is of the utmost importance. To that end, I co-developed The Diversity and Inclusion Wheel for PR Practitioners which is a tool for students and practitioners alike to implement the “Diversity First” approach at the inception of any public relations campaign throughout the strategic planning process through evaluation and measurement. The goal is to integrate a cross-cultural, multi-cultural approach to public relations aligned under one strategy.

D&I Directed Initiatives

Summary of projects and events held under my direction at Syracuse University:

  • #ProgressSU 2020: Sistas of Media: An event honoring black women in the media profession. To celebrate Black History Month, the Public Relations department hosted ‘Sistas of Media’ honoring black women in media. Part of the long-running series #PRogressSU, guest panelists discussed challenges and opportunities for black women in the media profession.
  • Mindful Inclusion” an event that aimed to create an open forum discussion surrounding what it means to be “included” on the campus at Syracuse University. Guest facilitator Orlando Bailey led the panel; November 2019. 
  • #ProgressSU 2018: Women Discuss Diversity, Inclusion and Leadership in Public Relations held on the campus of Syracuse University, which addressed several systemic inequalities in the public relations workforce. The panel discussed the experiences of women of various races, ages, and backgrounds in public relations and also brainstormed various solutions to fix equality issues within the field.

Media Interviews:

Selected Media Interviews

Professional Training:

Certifications

  • Hootsuite: Social Media Marketing Certified
  • PESO Certification: Apply business strategy with a PESO model framework that garners measurable business results
  • Google Analytics: Analyze basic Audience, Acquisition, and Behavior reports, and set up goals and campaign tracking
  • HubSpot Academy: Social Media Certification
  • Trailhead: Earned the following badges – Social Media Marketing & Engagement, Social Studio Basis, Content Publishing, Drucker School – Organizational Change Leadership, and Inclusive Leadership Practices

Synergistic Activities:

  • Invited Talks: Simon Group Holdings, Ann Arbor, Michigan, April 2019, SAGE Talks, January 2018: Teaching Campaign Planning: Three Tips that Drive Action; Utica College, October 2018: Pioneering Public Relations; FlackPack: Agency Life: the good, the bad and the ugly; PR Nation: PR during COVID-19; October 2018 New York Highway Safety Symposium.
  • Revenue Generating Partnerships: I worked with Gini Dietrich, the developer of the PESO Model and CEO of Arment Dietrich to create a certificate for students and professionals alike. The result was a partnership between Newhouse and Mrs. Dietrich to launch a professional certification based on her work. The PESO Model Certification is a revenue generating avenue for the school.
  • Innovations in Teaching and Research: since joining the faculty at SU I have focused on helping my students become independent learners and thinkers. My goal is to enhance student learning as a transformative learning experience. Students learn when they are engaged and challenged with the course work. I have developed the ROSTIR Model, the Diversity & Inclusion Wheel for PR Practitioners, The Four Quadrants of Public Relations, The Circular Model of SoMe for Social Communication, and the PURE Model for Ethical Decision Making.

Memberships:

  • Association for Education in Journalism and Mass Communications, member
  • Association for Education in Journalism and Mass Communications; PR Division Committee member 2018 – present
  • Public Relations Society of America, member since 1998
  • National Communication Association of America, member
  • Central States Communication Association
  • Social Media Association of Michigan, Former Board Member

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