CSUF Comm Week 2026

Jasmine Wood will share her journey into Government Public Relations and how she successfully got her foot in the door within the public sector. She will discuss the steps she took to break into the field, the challenges she faced, and the importance of building relationships, credibility, and trust in a government setting. Drawing from her experience in public safety communications, Jasmine will offer practical advice for students interested in pursuing careers in public service and strategic communications. Attendees will leave with real-world insight into how persistence, preparation, and passion can open doors in Government PR.

Hosted by Professor Ken Hagihara 

Communication theory and research can combine to help solve real-world problems that we see around us every day. In this panel session, students from the Department of Communications Master of Arts program will present and discuss research proposals they developed in corporate communication, entertainment, and professional sports. Theory and research are often seen as ‘esoteric and boring.’ But our panelists will demonstrate just the opposite: Research offers a rewarding outlet for creative people who want to help the world become a better place. If you’re an undergraduate thinking about graduate school, this panel is for you!

Strategic Environmental PR For Generation Alpha: A Framework For Multinational Organizations by Mara Gaborro
This presentation introduces a research proposal on how multinational organizations can more authentically communicate environmental initiatives to Generation Alpha—the next wave of consumers, influencers, and decision-makers who will shape the future economy and society. Drawing from my experience working with global brands navigating cross-cultural communication challenges, my interest stems from a critical gap: many multinational organizations struggle to connect meaningfully with American audiences while meeting rising expectations for authenticity, transparency, and inclusion.

Identity, Image, and Influence: Celebrity Crisis Through Social Identity Theory by Jayde Chaelron
This presentation examines how Social Identity Theory shapes audience reactions to celebrity scandals and informs modern crisis communication strategies. Through case studies of Will Smith, Taylor Swift, and Justin Bieber, it highlights how fan identity influences whether audiences defend, disengage from, or rally behind public figures. The presentation ultimately argues that successful reputation management depends not only on messaging, but on maintaining and repairing shared identity with audiences.

From the Clubhouse to the Courtroom: The Skaggs Family vs. the Los Angeles Angels by John T. Rodriguez
This presentation will delve into the tragic case of Tyler Skaggs. After a fatal overdose on a team road trip, Skaggs' family filed a lawsuit in June 2021, where former Angels communications director Eric Kay was found guilty for distributing the pill that caused Skaggs' death.

Accommodating to Your Audience: Dua Lipa’s Audience Engagement by Luis Estrada. This presentation examines Dua Lipa’s audience engagement through an analysis of her Radical Optimism Tour, with a focus on the Latin and South American leg.

Faculty representatives will be available to answer questions about the M.A. program. Hosted by Professor Doug Swanson.

What happens when the skills you’ve built to manage other people’s stories are suddenly needed to navigate your own? In this session, Stacey Doss, APR, shares how a deeply personal adoption journey unexpectedly became a public narrative, drawing intense media attention and blurring the line between professional expertise and lived experience. She’ll explore the emotional and ethical complexities of being both the strategist and the subject, and how PR instincts can both help—and complicate—moments of personal crisis. Attendees will gain insight into managing media when the stakes are deeply personal, maintaining authenticity under pressure, and redefining boundaries when your personal and professional identities collide.

Hosted by Professor Renee Tuzee

This crisis communications and public relations speaker session will feature Tonya McKenzie, founder and chief CTRLer of CTRL the Narrative and CEO of Sand & Shores as well as Michael Mahi, executive director, Strategic Initiatives for Cal State Fullerton.

With extensive experience in strategic communications, public relations, and civic leadership, Tonya will share insights on managing crises, protecting brand reputation, and controlling the narrative in high-pressure situations. 

Michael Mahi will highlight Cal State Fullerton's strategic approach to crisis and issues communications, drawing on real-world examples ranging from the pandemic to today’s evolving higher education landscape.

The session will focus on practical strategies for effective messaging, building trust, and leading with confidence in today’s fast-paced media landscape.

Hosted by Professor Cylor Spaulding