Allison A. Matherly


Master of Arts – Mass Communications, August 2016
Texas Tech University

Thesis: Power of a Tweet: How Does Social Media Interaction Affect Social Identity and University Satisfaction

Bachelor of Arts – Public Relations, May 2010
Texas Tech University

Awards & Honors

  • Regularly interviewed by NBC News as a social media expert
  • Texas Tech’s Instagram account named among top college and university accounts worldwide by Hubspot
  • Pioneered use of Snapchat direct mail campaign to support university admissions efforts
  • Awarded 9 local American Advertising Awards since 2011
  • Presented social media programs:
    • EduWeb Digital Summit (2014, 2016)
    • American Advertising Federation – Lubbock Chapter (2014, 2016)
    • Association of Fundraising Professionals – Lubbock Chapter (2015)
    • Association of Women in Communication – Lubbock Chapter (2016)
    • Lubbock Executive Forum (2015)
    • Texas Tech Head Coaches Retreat (2015)
  • Conducted advanced social media workshops for The Volunteer Center of Lubbock yearly since 2015


Coordinator of Digital Engagement – Texas Tech University
February 2012 – Present

  • Manage university social media accounts, including content creation, community management, creative executions and digital advertising
  • Manage emergency mass notification system, TechAlert, and marketing of platform to increase use
  • Lead team of programmers and designers in maintenance and improvements of TTUMobile app

Program Committee Member, Social Media Manager – EduWeb Digital Summit
August 2016 – Present

  • Manage university social media accounts, including content creation, community management and creative executions
  • Encourage engagement around summit-relevant topics
  • Assist in advertising call for presentations and registration
  • Serve as a member of the advisory council for the summit, assisting with overall summit

Adjunct Instructor – College of Media & Communication, Texas Tech University
January 2016 – Present

  • Teach upper-level public relations courses to 30-50 students each semester.
    • Public Relations Practice and Professionalism – Spring 2016, Fall 2016, Spring 2017, Spring 2018
    • Digital Public Relations – Fall 2017
    • Public Relations Content Development – Fall 2016

Sr. Editor for Public Relations in New Media – Texas Tech University
December 2010 – January 2012

  • Led media relations teams’ efforts in using social media to create relationships with journalists
  • Initiated and created new pitching template for media relations team
  • Managed university’s online newsroom and assorted web sites’ code and content

Web Content Developer, Writer – Texas Tech University
December 2009 – November 2010

  • Managed, developed and wrote for the university’s public news site and the monthly email newsletter
  • Created content for and developed university’s online newsroom and guide of experts

Professional Organizations

Public Relations Society of America – West Texas Chapter

2018 – Board Member-at-Large

  • Serve as a voting member of the board
  • Provide feedback and guidance as past president

2017 – President

  • Led the chapter’s Board of Directors and general meetings
  • Planned monthly luncheons, coordinated speakers and catering for events
  • Trained Board of Directors members on roles and ways to make our chapter run more efficiently

2016 – President-Elect, Treasurer

  • Created and maintained the chapter budget, invoiced attendees for monthly luncheons and created treasurer’s reports to aid the chapter in money management
  • Led the nominating committee in selecting the 2017 Board of Directors
  • Assisted in leading the chapter and lining up monthly luncheon speakers
  • Represented the West Texas Chapter at PRSA’s Leadership Rally and Assembly Delegation as a voting delegate

2015 – Secretary

  • Built membership levels and interest in the newly formed West Texas Chapter as a founding member and secretary of the chapter
  • Coordinated and recorded minutes for the board and general membership meetings
  • Assisted with communications efforts and social media content creation
  • Served as a member of the nominating committee, helped to select the 2016 Board of Directors

2015-Present – General Member

American Advertising Federation – Lubbock Chapter

2015-2016 – Communications Committee Member

  • Managed and coded monthly newsletter to all members
  • Assisted with communications efforts for the chapter

2013-Present – General Member

Volunteer Work

Lubbock Area United Way

Board of Directors Member: 2017-Present

Marketing Committee Member: 2012 – Present

Volunteer Center of Lubbock

Secretary of the Board: 2017, 2018

Board of Directors Member: 2013 – Present

Junior League of Lubbock

Publicity Chairman: 2017 – 2018

Social Media Coordinator: 2016 – 2017

Member: 2015 – Present

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