Karen Freberg

    Doctoral Candidate

    School of Advertising and Public Relations
    College of Communication and Information

    The University of Tennessee

    476 Communications Building

    Knoxville, TN 37996-0343

    kfreberg@utk.edu

    www.karenfreberg.com

    www.karenfreberg.com/blog

    352.219.7915

BIOGRAPHY

Karen Freberg is a doctoral candidate studying public relations at the University of Tennessee. She is currently a graduate teaching associate at the University of Tennessee and an adjunct faculty member for West Virginia University. In addition to this teaching experience, Freberg has presented at several U.S. and international research conferences, including those held in the Netherlands, Brazil, Greece, and China. Freberg worked as a public relations intern for Total Media in Cape Town, South Africa in 2007, serving clients in the fashion and consumer industry. Before coming to the University of Tennessee, Freberg earned a Master's degree in Strategic Public Relations at the Annenberg School for Communication at the University of Southern California in August 2007. Freberg received her Bachelor's of Science degree in Public Relations at the University of Florida in August 2005. While pursuing her education, Freberg competed in intercollegiate track and field. She was a four-time All-American in the shot put, USC school record holder in the shot put, two-time SEC Champion in the shot put (2003), and a 2004 Olympic Trials Finalist.

EDUCATION

Doctor of Philosophy, Communication and Information (ABD); expected date of completion May 2011
University of Tennessee, Knoxville

    Concentration: Public Relations
    Cognate Concentration: Marketing
    Research Interests:  Public Relations, Social Media, Reputation Management, Crisis Communication

    Dissertation:  The effects of message source and credibility on the intention to comply with food safety messages in a crisis
    Chair: Michael J. Palenchar, Ph.D.

Master of Arts in Strategic Public Relations
University of Southern California, Los Angeles, CA, August 2007

    Thesis: The impact of personality on corporate reputation: Recovery from crises as a function of the degree of overlap between corporate and individual personalities
    Chair: Jennifer Floto, M.A.

Bachelor of Science in Public Relations
University of Florida, Gainesville, FL, August 2005

ACADEMIC APPOINTMENTS

Graduate Teaching Associate, University of Tennessee, Knoxville

    School of Advertising and Public Relations
    August 2009 -- Present

Graduate Research Assistant, University of Tennessee, Knoxville

    School of Advertising and Public Relations
    January 2008 -- Present

Graduate Research Assistant, National Center for Food Protection and Defense (NCFPD)

    September 2009 -- September 2010

  • Assisted Michael Palenchar on the "Social Media Constraints and Opportunities Case Studies and Industry White Paper Project" research grant
  • Monitored and tracked social media for a case study and industry paper for NCFPD on H1N1 crisis and food safety.
  • Created a PowerPoint presentation for the NCFPD web site as an instructional tool about how to use social media within public relations during a crisis or risk event:
    http://www.foodshield.org/education/riskcomm.cfm

Online Adjunct Faculty Member, West Virginia University, Morgantown, WV

    Integrated Marketing Communications (IMC) Master's Program
    P.I. Reed School of Journalism
    October 2009 -- Present

UNIVERSITY TEACHING EXPERIENCE

Graduate Course (Online) -- West Virginia University, Morgantown, WV

  • Integrated Marketing Communications (IMC) Online Masters Program
  • PR Concepts & Strategy (Fall 2009; Spring 2010; Fall 2010)

Undergraduate Courses -- University of Tennessee, Knoxville

  • Public Relations Cases (Fall 2009; Spring 2010)
  • Principles of Public Relations (Fall 2010; Spring 2011)

Undergraduate Courses (TA) -- University of Tennessee, Knoxville

  • Social Media in Advertising and Public Relations (Spring 2011)
  • Principles of Public Relations (Spring 2009; Fall 2009; Spring 2010; Fall 2010; Spring 2011)
  • Public Relations Professional Development Seminar (Fall 2008)
  • Communication for the Information Age (Fall 2008; Spring 2009)

Guest Lectures (Undergraduate)--University of Tennessee, Knoxville

  • PR 270 (Principles in Public Relations). Social Media and Public Relations (Spring 2009; Summer 2009; Fall 2009; Spring 2010)
  • PR 270 (Principles in Public Relations). Program Planning (Spring 2010)
  • PR 320 (Public Relations Writing). Social Media and Public Relations (Spring 2010)
  • IS 310 (Information Seeking Behavior). Social Media and Information Seeking Behavior (Spring 2010)
  • COM 340 (Research Methods). Social Media and Research Methods (Fall 2009; Spring 2010)
  • PSY 201 (Introduction to Psychology; Cal Poly San Luis Obispo). Social Media and Managing Online Reputation (Spring 2009)
  • PR 370 (Public Relations Case Studies). Crisis Communication and Message Strategy Theories in Public Relations (Spring 2008)
  • PR 380 (Public Relations Professional Development Seminar). How to Make an ePortfolio and Manage Online Reputation (Fall 2008; Spring 2010)
  • CCI 150 (Communication in an Information Age). Crisis Communication and Crisis Management (Fall 2008)
  • CCI 150 (Communication in an Information Age). Public Relations (Fall 2008)

Guest Lectures (Graduate)--University of Tennessee, Knoxville

  • PR 540 (Public Relations Management). Public Relations and Social Media (Fall 2010)

TRAINING

  • Summer Doctoral Seminar at Wayne State University, Detroit, MI  June 9-13, 2010

    Received scholarship to attend "Thinking Dangerously: Teaching, Research, and Public Scholarship about Communication, Disaster, and Risk," conducted by Dr. Lee Wilkins
     
  • Crisis and Emergency Risk (CERC) Training -- Centers for Disease Control and Prevention, Atlanta, GA  October 27-28, 2008

    Participated in the two-day training session conducted by Dr. Barbara Reynolds on Crisis and Emergency Risk Communication

    Certified for CERC and RiskSmart

PEER-REVIEWED PUBLICATIONS

  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L. (in press). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review.
     
  • Freberg, K., Adams, R., McGaughey, K., & Freberg, L. (2010). The rich get richer: Online and offline social connectivity predicts subjective loneliness. Media Psychology Review. Published online at http://www.mprcenter.org/mpr/index.php?option=com_content&view=article&id=213&Itemid=178

BOOK CHAPTERS

  • Palenchar, M.J., & Freberg, K. (in press). Emergency management planning: Risk, crisis, issues and social media. In B. Olaniran, D. Williams, & T. Coombs (Eds.), Pre Crisis Management: Preparing for the inevitable. New York: Peter Lang Publishing Group.

CONFERENCE PRESENTATIONS

  • Freberg, K., Palenchar, M.J., & Veil, S. (2010, November). Social media bookmarketing services: Managing and sharing information from a centralized source. Accepted for presentation at the National Communication Association's 96th Annual Convention, San Francisco, CA. Top Four Paper, Applied Communications Division
     
  • Freberg, K. (2010, May). Global reputation sustainability: A case study analyzing the responses and factors of the WWF and DDB Brazil 'Tsunami' advertisement crisis. Presented at the Round Table Session at the 14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Rio de Janeiro, Brazil.
     
  • Freberg, K., & Graham, K. (2010, May). Understanding the effectiveness of a strong online reputation: Predicting the next social media influencer using the q-sort. Presented at the Round Table Session at the 14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Rio de Janeiro, Brazil.
     
  • Hocke, T., Colon-Aguirre, M., Freberg, K., & Palenchar, M.J. (2010, May). Community response to the Tennessee Valley Authority (TVA) ash spill. Presented at the Round Table Session at the 14th International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Rio de Janeiro, Brazil.
     
  • Freberg, K., Adams, R., McGaughey, K., Rust, M., Blume, M., Menon, A., et al. (2010, May). Leaders or snakes in suits: Perceptions of today's CEOs. Poster presented at the 22nd Annual Convention of the Association for Psychological Science, Boston, MA.
     
  • Colon-Aguirre, M., & Freberg, K. (2010, January). A multidisciplinary case study analyzing Google's key messages concerning the digitalization of books towards academic libraries. Presented in the work-in-progress poster session at the 2010 Association for Library and Information Science Education (ALISE) Conference, Boston, MA.
     
  • Freberg, K., & Palenchar, M.J. (2009, August). Current direction of U.S. undergraduate public relations programs: A pedagogical struggle. Presented at the Association for Educators in Journalism and Mass Communication (AEJMC) Conference, Boston, MA. Second place, Top Teaching Paper Category, Public Relations Division.
     
  • Freberg, K., & Freberg, L. (2009, June). Relationships between loneliness and perceptions and use patterns of social networking sites in university students. Presented at the 3rd International Conference on Psychology, Athens, Greece.
     
  • Freberg, K. (2009, May). Is there a time and a place for issues advertising?: A case study analyzing Heineken's 'Give yourself a good name' campaign. Presented at the interactive poster session at the 13th International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Amsterdam, the Netherlands.
     
  • Ainley, B., Freberg, K., Adams, R. Enrique, C., & Freberg, L. (2009, May). Loneliness predicts perceptions and use of social networking sites. Presented at the poster session at the 21st Annual Convention of the Association for Psychological Science, San Francisco, CA.
     
  • Palenchar, M.J., & Freberg, K. (2008, May). Yahoo! Inc.'s reputation management in China: A case study of corporate personality and media challenges. Presented at the 12 International Conference on Corporate Reputation, Brand, Identity and Competitiveness, Beijing, China.
     
  • Freberg, K. (2008, March). Perceptions of sport celebrity endorsers: Do college students perceive high risk celebrity endorsers more negatively than low risk celebrity endorsers? Work in progress research paper presented at the 11th International Public Relations Research Conference, Miami, FL.

UNIVERSITY RESEARCH SYMPOSIUM PRESENTATIONS

  • Freberg, K. (2010, February). The status quo of master's level public relations education in the 21st century: A pedagogical dispute between theory and application. Presented at the paper session at the University of Tennessee College of Communication and Information 32nd Annual Research Symposium, Knoxville, TN.
     
  • Colon-Aguirre, M., & Freberg, K. (2010, February). The risks and threats to the academic library as the ultimate knowledge source: A case study looking at the impact of Google Books on academic libraries. Presented at the collaborative paper session at the University of Tennessee College of Communication and Information 32nd Annual Research Symposium, Knoxville, TN.
     
  • Freberg, K., & Palenchar, M.J. (2009, February). Practitioner or academic approach: The current direction of U.S. undergraduate public relations programs. Presented at the collaborative paper session at the University of Tennessee College of Communication and Information 31st Annual Research Symposium, Knoxville, TN. Top student-faculty collaboration paper.
     
  • Freberg, K. (2008, February). From supersizing to healthy: Can McDonald's change its image among today's college students? Presented at the poster session at the University of Tennessee College of Communication and Information 30th Annual Research Symposium, Knoxville, TN. Tied for Top Poster.

PANEL & PROFESSIONAL PRESENTATIONS

  • Freberg, K. (2011, June). Mobile persuasion, social media, and IMC. To be presented at the IMC Integrate 2011 Conference. West Virginia University, Morgantown, WV.
     
  • Freberg, K., Palenchar, M.J., & Veil, S. (2010, September). Social bookmarking and crisis communications: A descriptive analysis of social bookmarks and food safety during the 2009 H1N1 crisis. Poster presented at the National Center for Food Protection and Defense (NCFPD) Biennial Meeting, Minneapolis, MN.
     
  • Anderson, R., Freberg, K., & McCorkindale, T. (2010, June). Crisis communications panel. Panel speaker at the 2010 IMC Weekend Faculty and Student Event, West Virginia University, Morgantown, WV.
     
  • Freberg, K. (2010, June). Social media and networking for corporations. Presented at the Executive Forum, Knoxville, TN.

PROFESSIONAL PUBLICATIONS

  • Freberg, K. (2010, July). Live, breathe, and check in with the weather: How to share the weather with the online community through geo-location based applications and social media. Weather & Society Watch, 4(4).

RELATED PROFESSIONAL EXPERIENCE

Participant, Science and Technology (S&T) Directorate, Department of Homeland Security (DHS) working-level conference titled "Effective Risk Communication for the IED threat" sponsored by S4Inc, September 2010.

  • Worked on research on mobile devices and disasters for written report by Michael Palenchar for S4Inc. and Department of Homeland Security (DHS).
     
  • Presented along with Michael Palenchar "Mobile Technologies Implemented in Risk Communication Practices and Disasters: Counter Improvised Explosive Devices."
     
  • Attended working conference September 14-16, 2010 in Williamsburg, VA.

Graduate Assistant, PR Day 2010, University of Tennessee, Knoxville, August 2010 -- Present

  • Assisted Dr. Elizabeth Avery, Chair of PR Day 2010
  • Designed PR Day 2010 website (www.prday2010.com)
  • Organized online registration through Eventbrite.com
  • Created and managed PR Day 2010 Tumblr site (prday2010.tumblr.com) for attendees, participants, and others to post information related to PR Day to share with the online community

Committee Member, PR Day 2008, University of Knoxville, TN, June 2008 -- November 2008

  • Graduate assistant to Dr. Michael Palenchar, Chair of PR Day 2008
  • Designed PR Day 2008 website, PR Day fliers, and PR Day brochure
  • Created promotional materials for PR Day 2008
  • Organized online registration through Eventbrite.com
  • Moderated session: Crises, Public Outrage and the Challenges of Meeting Societal Expectations: A FEMA Case Study workshop

Public Relations Intern: Total Media, Cape Town, South Africa, May 2007 -- July 2007

  • Worked with public relations professionals at Total Media with various client accounts, including fashion designers Craig Port and Gavin Rajah, restaurants Forty Ate and Cafe Mao, consumer goods Amarula Cream Liqueur, fitness center Virgin Active, and South African Fashion events Cape Town Fashion Week and Joburg Fashion Week.
  • Responsible for writing fashion designer profiles, pitching media strategies to various outlets in South Africa (English/Afrikaans, Xhosa).
  • Developed PR campaign strategies, conducted public relations research, made research proposals on brand image in South Africa, and helped with event planning.

Graduate Assistant, USC Track and Field, Los Angeles, CA, August 2006 -- May 2007

  • Worked with the track and field coaches and staff to recruit athletes to the program.
  • Made fact sheets about athletes and communicated with potential student-athletes and their parents on recruiting trips.
  • Assisted Assistant Coach with organization of team and recruiting activities.
  • Assisted at the USC Trojan Force 2006 Gold Tournament Fundraiser for USC Track and Field, September 15, 2006.

Publisher and Creator of KarenFreberg.com, 1996 -- Present

  • Designed and maintained personal web site and online reputation using Microsoft FrontPage and Word Press software programs.
  • Posted pictures, articles, and journal entries about being a high school and collegiate athlete.
  • Developed an online newsletter while at the University of Florida and USC.
  • Created blog discussion issues and events in public relations, athletics, and reputation management in 2007.

Public Relations Intern, Living Well Center, University of Florida, Gainsville, FL, May 2005-August 2005

  • Participated in managing fitness center with other interns
  • Designed media and promotional materials, such as brochures

Journal Contributor for Trackshark.com, December 2003 -- July 2004

  • Wrote journal entries for the college track and field web site Trackshark.com about being a collegiate athlete at the University of Florida
  • Journals were published weekly during the 2004 track and field season

Journal Contributor for Dyestat.com, July 2000 -- November 2000

  • Wrote a journal series called "Karen's Diaries" about the recruiting process of a high school athlete
  • Six diary entries discussed recruiting trips and questions to ask coaches during recruiting.

HONORS AND AWARDS

  • Research

            Top Four Paper, Applied Communications Division, National Communications Association Convention, with Michael Palenchar and Shari Veil (November 2010).

            Second Place, Top Teaching Paper, Public Relations Division, Association for Education in Journalism and Mass Communications, with Michael Palenchar (August, 2009).

            Top Student--Faculty Paper, University of Tennessee's College of Communication and Information Research Symposium, with Michael Palenchar (February, 2009).

            Top Poster (tied), University of Tennessee's College of Communication and Information Research Symposium (February, 2008).

  • Academics

            ORU Summer Graduate Research Scholarship, University of Tennessee (2010)

            David X. Marks Scholar Student-Athlete Recipient, University of Southern California (2007)

            Academic All-American, University of Florida (2003)

            All--SEC Academic Team, University of Florida (2003, 2004)

  • Athletics

            All-American, shot put, University of Southern California (2006)

            All-West Regional, shot put, University of Southern California (2006)

            All-PAC 10, shot put, University of Southern California (2006)

            All-American, shot put, University of Florida (2003, 2004)

            Two-time Southeastern Conference Champion, shot put, University of Florida (2003)

            All-SEC First Team, University of Florida (2003)

            Western Athletic Conference Freshman of the Year (Indoor Track and Field), Southern Methodist University (2002)

ACADEMIC AND PROFESSIONAL SERVICE

  • Public Relations Judge for ADV 470 Campaigns Presentations, Spring 2009
  • Conference Student Paper Reviewer, Public Relations Division, International Communication Association, 2008, 2009
  • Committee Member, PR Day 2008, Bi-Annual Public Relations Conference for students and local professionals, School of Advertising and Public Relations, University of Tennnessee, 2008.
  • Doctoral Student Representative, Dean's Graduate Student Advisory Board, University of Tennessee, 2008-2009; 2010-2011.

PROFESSIONAL AFFILIATIONS

  • Social Media Club of Knoxville, 2009 -- present
  • National Communication Association, 2010
  • Assocation for Education in Journalism and Mass Communication, 2009 -- present
  • Association for Psychological Science, 2009 -- present
  • Reputation Institute, 2008 -- present
  • University of Southern California Alumni, 2007 -- present
  • Phi Kappa Alpha
  • Public Relations Student Society of America

SOCIAL NETWORKING AFFILIATIONS

REFERENCES

Michael J. Palenchar, Ph.D.

Associate Professor in Public Relations
School of Advertising and Public Relations
College of Communication and Information
The University of Tennessee
476 Communications Building
Knoxville, TN 37996-0343
865.974.9082 (office)
865.974.2826 (fax)
mpalench@utk.edu

Chad Mezera

IMC Program Director
P.I. Reed School of Journalism
West Virginia University
301 Martin Hall
P.O. Box 6010
Morgantown, WV 26506
304.293.3505 x5415 (office)
Chad.Mezera@mail.wvu.edu

John T. Cacioppo, Ph.D.

Tiffany & Margaret Blake Distinguished Service Professor
Director, Center for Cognitive and Social Neuroscience
The University of Chicago
Department of Psychology
Office:  406 Kelly Hall
5848 South University Avenue
Chicago, IL 60637
773.706.1962 (office)
773.702.4580 (fax)
cacioppo@uchicago.edu