Allison A. Matherly
Education
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
Experience
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