Staff Profile

I am a media and PR specialist interested in digital media, emerging technologies, and crisis communication. I have professional experience in PR, Political Communication, public radio, and social media management. Over the past five years, I have had the opportunity to teach at both undergraduate and postgraduate levels, sharing my knowledge and experience with students from diverse backgrounds in Mexico and the UK. I officially joined the School of Arts and Cultures as a Lecturer in PR and Crisis Management after completing my PhD in 2023.

Qualifications

• Doctor of Philosophy
• PGCert Research Training
• MA Media and PR
• BA Media and Communications

Professional membership

• Advance HE – Associate Fellow of the Higher Education Academy (D1)

My current research interests include digital media and emerging technologies in PR, as well as the role of cultural tourism in constructing country identity, branding, image, and reputation.

I completed my PhD at Newcastle University in 2023. In my doctoral thesis, I explored the potential of 360-degree video played on VR headsets to promote Mexico’s cultural tourism in the UK. With a strategic marketing communications and PR approach, I evaluated how VR technology could be utilised in tourism promotional campaigns to improve Mexico’s country image and reputation. To accomplish this, I analysed users’ experiences, perceptions, and travel intentions.

Previous to my doctoral research, I conducted a study on Video-On-Demand streaming services and media consumption habits at Newcastle University, and I conducted a study examining the challenges and opportunities of Mexico’s public television facing the national analogue switch-off, with which I was awarded The University Prize 2015 at the Autonomous University of Tamaulipas.

Module Leader Academic year 2024-25:

• MCH8058 Methodologies: Researching Media, Culture & Society
• MCH8199 Dissertation for MA Media and Public Relations
• MCH8099 Media and PR Final Project

Seminar Leader Academic Year 2023-24:

• MCH8065 Public Relations Theory and Concepts
• MCH8179 Risk and Crisis Management

In previous years:

Undergraduate modules:

• MCH2034 Introduction to Public Relations
• MCH3073 Media Research Dissertation

Postgraduate modules:

• MCH8179 Risk and Crisis Management
• MCH8008 Media and Promotional Cultures
• MCH8058 Methodologies: Researching Media, Culture & Society
• MCH8060 Strategies and Management in PR
• MCH8065 Theoretical Approaches to PR