Publications
Over the years, I have authored and edited numerous online press releases, news pieces, and feature articles, all shaped by my experience as a student journalist. This background has provided me with valuable insight into the world of media practitioners, enhancing my ability to collaborate effectively and build strong relationships within the industry. As an aspiring PR professional, this dual experience has sharpened my skills in crafting compelling narratives and navigating the interplay between journalism and public relations.
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Below are samples of the various articles I have written, alongside key PR documents I’ve produced academically and professionally, including PR case studies and more.
News Articles
Feature Articles
Press Release
Public Relations Case Study Documents
The Musk Effect:
How Twitter’s New Owner Changed its Approach to Free Speech
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​Elon Musk, known as a self-proclaimed free speech absolutist, recently acquired Twitter Inc., leading to significant reactions from stakeholders, which have had a lasting impact on the platform. This case study outlines the actions taken by concerned and affected stakeholders, as well as Musk’s future plans for Twitter. It also explores Musk’s rash business decisions that he has had to walk back. Additionally, the study provides an overview of the general perception of different Twitter users following Musk’s takeover. This study was one of the two that were selected to represent DLSU-D at the 2023 Case Study Competition of the Page and Institute for Public Relations, as well as the 10th Philippine Student Quill Awards of the Philippine Quill.
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Authors: Baldonado, Sofia; Griño, Francheska; Saunar, Kurt; Bravo, Benedict
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Documents: Abstract, Manuscript, Presentation, Teaching Notes
I'd Be The Man (Taylor's Version):
How Taylor Swift fought Big Machine Records and Scooter Braun to own her Music
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The study examines Taylor Swift's determined efforts to reclaim ownership of her music catalog, focusing on her confrontation with Big Machine Records and Scooter Braun. The case study traces Swift's rise from a teenage sensation to the most-streamed artist of 2023, highlighting her strategic departure from Big Machine Records in 2018 and her subsequent move to Republic Records and Universal Music Group to secure control over her music. It also explores her advocacy for artists' rights, social responsibilities, including her philanthropic work and political activism, and the broader implications of her actions on the music industry. This study is one of the entries to represent DLSU-D at the 2024 Case Study Competition of the Page and Institute for Public Relations.​
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Authors: Baldonado, Sofia; Griño, Francheska; Saunar, Kurt; Bravo, Benedict
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Documents: Manuscript, Presentation
Public Relations
Communication Plans
Integrated Marketing Communication Plan for Oriental Fusion
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Oriental Fusion, an Asian cuisine restaurant founded by Meldrid Buelo in 2018, has established a strong presence in Cavite, Philippines, with multiple branches and consistent sales growth. Despite a robust social media following, particularly on Facebook and Instagram, the restaurant has struggled to increase sales outside Cavite, even after implementing delivery options. Although their social media reach outside Cavite, particularly in Quezon City and Manila, shows potential, this has not yet resulted in significant sales growth in those areas. To achieve their goal of becoming a nationally recognized Japanese-Filipino restaurant, Oriental Fusion requires a comprehensive and integrated marketing, public relations, and advertising strategy aimed at effectively engaging and converting target audiences beyond Cavite.​
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Authors: Baldonado, Sofia; Griño, Francheska; Mendoza, Madriella
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Documents: IMC Plan
Crisis and Communication Management Plan for the ​Aguinaldo Eagles Club
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The Aguinaldo Eagles Club, established in February 2019 as a pioneer member of the Fraternal Order of Eagles - Philippine Eagles in Metro Manila, began as an exclusive community of active military officials, embodying a commitment to serve the country. After expanding to include civilians post-pandemic, the club now has 53 members, including 23 officers, and remains focused on community service, such as charity work, feeding programs, and rescue operations. Recognizing the importance of resilience and preparedness, the Crisis and Communication Plan for the Aguinaldo Eagles Club was developed to ensure that the club can navigate challenges effectively. This proposal outlines a strategic approach to risk assessment, crisis management, and communication, empowering the club to continue its vital work in times of uncertainty while upholding its enduring commitment to the community and the nation.​
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Author: Baldonado, Sofia
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Documents: Crisis & Com Management Plan, Training Proposal
Social Responsibility Project Plan for ​The Philippine Red Cross Cavite Chapter Dasmariñas City Branch
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The Philippine Red Cross Cavite Chapter - Dasmariñas City Branch, established in 2015, plays a crucial role in providing humanitarian support and emergency services within Dasmariñas City and beyond. Committed to the principles of the International Red Cross and Red Crescent Movement, PRC Dasmariñas engages in various initiatives, including disaster relief, blood donation campaigns, and community development programs. In the proposed collaboration with the University of Perpetual Help Molino Campus, the developed Social Responsibility Project aimed at equipping students with essential emergency response skills. This initiative aims to feature a webinar and interactive training to foster community resilience and preparedness.​
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Authors: Baldonado, Sofia; Aldueza, Joshua; Bolor, Maxine; Molina, Kyline; Macaculop, Claudine; Paus, Dylan
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Documents: CSR Project Plan
Strategic Marketing Insights
Below are some of the marketing insights I have developed through research, focusing on established brands as subjects. These insights encompass a range of analyses, including evaluations of marketing strategies, social media performance, and competitive positioning.
​​​​Document: Koomi Marketing Mix
​​​​Document: Rappit Brand Canvas
​​​​Document: Mink Brand Canvas
Brand CommunicationManagement Reports
As the Creative Director and Social Media Manager at Web & VA Solutions, I played a pivotal role in the development of our newly formed social media department. I was tasked with strategizing and overseeing the creation of key documents such as social media and brand identity audits, the agency's social media management portfolio, and comprehensive social media management reports. Below are some examples of the outputs I produced during my tenure.
​​​​Document: Socmed Management Portfolio
Social Media Management Portfolio
As the Social Media Manager for the newly established social media department at Web & VA Solutions, I was tasked with creating the agency's portfolio from the ground up. This responsibility went beyond just design—I developed all the content, conducted thorough research to understand the agency's history, and effectively managed the knowledge assets to ensure a comprehensive and professional presentation.
Brand Identity and Social Media Audit
Bianca ​Thusi, Content Creator​
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For Q1, I conducted a brand identity and social media audit for Bianca Thusi, also known as “Honey Bee.” As a dynamic content creator, writer, director, and entrepreneur, Bianca is the force behind Honey Bee Clothing, an eco-friendly fashion startup. My audit delved into her brand's alignment with sustainability values, assessed her online presence, and provided strategic insights to enhance her storytelling across film, beauty, and digital platforms. This work aimed to amplify her influence and ensure her brand consistently reflects her commitment to change, self-discovery, and impactful communication.​
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Documents: Bianca Thusi Audit
Sarah ​Hanson, Women's Sensual Empowerment Expert
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I conducted a brand identity and social media audit for Sarah Hanson, the founder of Perfect Chaos Coaching and an expert in women's sensual empowerment. The audit evaluated how well her brand and online presence aligned with her mission of helping women embrace their sensuality and regain control over their intimate lives. By analyzing her signature program, the "Sensual Liberation Roadmap," I provided actionable insights to enhance her brand's impact and ensure her digital platforms effectively communicate her core values of empathy, support, and empowerment.​​​
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Documents: Sarah Hanson Audit
Love Street Pizza, Pizza Place​
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I oversaw the monthly social media reporting for a six-month campaign for Love Street Pizza, a well-known pizzeria in Perth, Australia. My role involved managing performance metrics and analytics to track campaign success. Additionally, I was responsible for creating, designing, and editing a range of content, including reel videos, story posters, and post write-ups. This ensured a cohesive and impactful social media presence, enhancing brand visibility and engagement throughout the campaign.​
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Documents: Love Street Pizza Audit
Media Coverage
Media features I was able to secure by actively reaching out, coordinating efforts, and submitting media materials such as press releases, event highlights, and organization primers to media companies and organizations.
