As part of a group project, we analyzed how a University of Michigan and Michigan Wolverines responded to the Michigan Sign Stealing Scandal, evaluating the effectiveness of its marketing and public relations strategy. We assessed the response through the lens of a PR and communications team, focusing on tone, timing, and audience impact. Our group then proposed an alternative strategy aimed at improving public perception, maintaining fan trust, and strengthening brand relationships, which we presented in a visual format to the class.

My responsibilities included researching and analyzing the initial PR response, identifying real-world examples of public perception, and contributing strategic insights to help shape our group’s alternative approach.