Grace Morton

Grace Morton

Strategic communication student connecting brands and people through data-informed storytelling, social content, and campaigns that feel human, timely, and intentional.

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An arrangement of carefully curated product packaging on a crisp white tabletop: a minimalist skincare box, a sleek beverage can, and a small, elegant perfume bottle, each with distinct but harmonious branding. Around them, color swatches, textured paper samples, and a tablet showing social media analytics form a semi-circle. Soft studio lighting from above and slightly to the left casts refined, directional shadows that highlight embossing, foil details, and matte versus gloss finishes. Captured in photographic realism at a slightly elevated angle with sharp focus, the composition follows the rule of thirds, creating a polished, aspirational mood that reflects thoughtful brand positioning and cohesive visual storytelling.

About Grace

I’m a Strategic Communication student developing skills in writing, campaign planning, and media strategy. My interests include brand storytelling, media strategy, and using research to guide communication decisions. I’m actively seeking opportunities where I can support campaigns, content, and client communication.

Services & Strengths

Communication Strategy

I translate client goals and audience insights into clear, actionable communication plans.

Writing & Editing

I write concise, purpose-driven content across formats: web, social media, press releases, and long-form pieces.

Digital & Social Media

I adapt messages to different platforms while maintaining a consistent voice and brand.

Research & Insights

I use research, audience data, and feedback to refine messages and measure impact.

A large, clean whiteboard mounted on a pale grey wall, filled with an organized brand strategy map: neatly drawn arrows, labeled audience segments, post-it notes in distinct color codes, and circled campaign ideas. At the base, an orderly row of colorful markers and an eraser rest on a slim metal ledge. A slim laptop on a nearby standing desk shows a draft content calendar. Cool, diffused daylight pours in from a frosted window to the side, creating a soft, shadowless scene. Photographic realism, wide-angle shot at eye level with everything in sharp focus, minimalist yet dynamic composition that conveys clarity, planning, and professional strategic thinking in brand marketing.

Explore a selection of writing samples, campaign projects, and class work that demonstrate my approach to clear, strategic communication.

A close-up of a smartphone lying on a smooth, light concrete surface, its bright screen displaying a cohesive Instagram grid for a lifestyle brand: consistent color palette, clean photography, and strategic use of negative space. Nearby, colored sticky notes with handwritten posting times and keywords are carefully arranged, along with a slim stylus and a pair of over-ear headphones. Warm golden-hour light enters from the top of the frame, creating elongated, soft shadows and subtle highlights on the screen’s edges. Photographic realism with a shallow depth of field, shot from a low, angled perspective, emphasizing the phone and grid while softly blurring the planning tools, evoking a thoughtful, digital-first approach to brand storytelling.
A polished, navy-blue hardcover portfolio book partially open on a walnut table, revealing a spread of brand case studies: full-bleed campaign imagery, concise headlines, and neatly arranged metrics charts. A metallic silver bookmark ribbon drapes elegantly over the page edge. Next to it, a minimalist glass of sparkling water catches tiny reflections of light. Overhead, soft, neutral-toned pendant lighting bathes the scene, creating gentle, controlled shadows that feel calm and professional. Photographic realism, shot from a three-quarter overhead angle with moderate depth of field, emphasizing the clean typography and structured page layout. The mood is sophisticated and credible, ideal for showcasing a strategic communication student’s polished brand marketing work.
A flat-lay of an organized digital media toolkit spread across a matte white desk: an open tablet showing a content calendar, a smartphone with analytics dashboards, a compact mirrorless camera with a prime lens, and a small stack of branded USB drives. A neatly printed one-page communication plan lies underneath a transparent clipboard, with key objectives highlighted in soft blue. Diffused, overcast window light from above creates an even, shadow-light balance, enhancing clarity and readability. Photographic realism, top-down composition with intentional spacing between objects, clean and modern aesthetic. The atmosphere feels methodical yet creative, perfectly reflecting the blend of strategy and storytelling at the heart of brand marketing and digital media.

Blog

 When AI Gets It Wrong: How Misinformation Is Changing Brand Trust. 

Introduction.

 AI is becoming a critical part of public relations and marketing workforces; brands can now produce content more quickly than ever before. Now businesses use AI to create posts on social networks, advertisements and even customer feedback. However, this technology also brings various risks. In particular, false or misleading information can be produced by it. As AI-generated content becomes more realistic, audiences find it challenging to discern what is real and what is not. As companies make more machine-generated content than ever before, it becomes increasingly difficult for them to differentiate between actual AI generated content and propaganda. This creates some important ethical issues on the impact of misinformation on public perception and credibility of brands. In our globalized world, where information travels at breakneck speed with the internet, the smallest mistake here will have big consequences for a company’s reputation. 

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The place of Artificial Intelligence in PR. Its great speed and efficiency have made artificial intelligence so popular in public relations. Companies can produce massive content (in no time) and extend their presence to a wider audience than ever. For instance, brands can use AI to personalize advertisements, direct customer questions, and track trends on social networks. This is faster and more convenient to communication between enterprises and consumers. However, though AI brings efficiency, it also makes an increase in errors. If not properly checked, AI is apt to spread misleading or even inaccurate information as it does the world. This presents PR people with a challenge. If they are not able to match speed with accuracy, however, their performance will suffer.

 AI’s greatest fear is how it is able to generate content that feels genuine, but is also false. It may appear to be fake images, videos or written information that quickly circulates on the internet. Social media moves like crazy so misinformation can cross the lines into thousands, or millions of people, before there is any correction. A number of users do not verify information, which is a problem that can add even more concern in an otherwise healthy user. Thus, audiences could accept something that is untrue, and not think it is, just because it has the appearance of being true. It’s even worse in cases where misinformation is disseminated during certain critical moments or crises where individuals must rely on correct information to make decisions. 

Misinformation can influence a brand’s public perception directly. If a company publishes outright false or misleading information, it can make the credibility of the company even more questionable. Consumers have great expectations of brands when it comes to factual content, so breaking that trust can cause backlash. In future, the person may stop supporting the brand or doubt the reliability. Plus, once misinformation takes root, it can be hard to go through and fix the misinformation, even if the company gives a statement. This demonstrates the critical importance for brands to strategically curate what they generate, especially because they are using AI.

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There are real-world instances of AI-generated misinformation spreading online already. For example, fake pictures and videos went viral on social media as well as making people confused and misleading people. Or they can find themselves caught scrambling and having to fight back immediately to clean up the mess with falsehoods and protecting their image. Such scenarios illustrate just how rapidly misinformation can become problematic for brands and PR teams. And even when companies take quick action, the damage to public opinion may already have been done. This proves that stopping misinformation matters as much as solving it. 

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AI will be a powerful tool if companies use it responsibly to face these challenges. This involves confirming information before passing it around and ensuring content can be trusted. Brands also ought to be transparent on when they are using AI, so that audiences know how the content was developed. AI can help organizations operate far more efficiently, but it’s better to have someone human judging. Public relations professionals are still in a key role in reviewing content and confirming that it is doing what is ethically right. Conclusion. 

AI is an awesome asset to public relations, but it also raises new ethical problems. With falsehoods and disinformation now easier to generate and spread, preserving audience trust in the process is now more important than ever. Brands must understand that while speed has its value, accuracy comes first. The more responsible use of AI and honest ways of addressing its usage will allow companies to achieve greater successes in developing relationships with their customer bases in the future. Trust after all is one of your most valuable assets and must be guarded.

Contact

I’m open to internships, entry-level roles, and project-based opportunities in strategic communication, content, and digital media. I’d be happy to connect.

Contact Me

I aim to respond to messages within a few business days.

Based in Seattle, Washington

Hours

Available weekdays, flexible

Phone

LinkedIn

Work Projects

✦ #NOOMA Energy Drink — Social Media Campaign
Position: Team Member — Strategic Communication Course

Focus: Brand marketing + audience interaction. I collaborated with a group on this project to build a complete marketing strategy for NOOMA, an organic electrolyte drink. We analyzed the target audience, built a brand voice, and crafted the content to make sure that it is remembered and interacted with. What I did:

Conducted audience research and selected target market. Assisted in campaign messaging and brand tone. Composed sample social media posts and images. Contributed to pitch of campaign presentation. Skills: Social media strategy, branding, teamwork, content creation.

✦ Personal Brand
Role: Creator & Designer. Emphasis: Digital storytelling + personal branding. My aim with building this site has been to highlight what I do, and to share where I am in strategic communication. I created this site to help me convey my personality and set the best possible professional image to everyone. What I did:

Covered the entire site in a very professional, yet very personal, tone. Stabilized visual style. Work samples with organized topics and write-up of blog content. Skills: Web design, branding, writing, digital communication.

✦ Sample Public Relations Writing Projects
Position: Journalism & PR (student | Coursework)
Focus: Media + AP writing. Through class I have written several professional articles as well as press releases and news articles. These were some assignments that forced me to write in a clear, accurate and AP-sounding way. What I did:

Written press releases using real life examples. Practiced interviewing and quoting. Guided me on proper attribution and structure. Edited to be clearer and shorter. Skills: AP-style Writing, Editing, Media Communications.

✦ Alcohol Awareness Campaign Ad
Role: Student Designer. Focus: Social marketing + public health messaging. I designed and published a print ad for Alcohol Awareness Month, promoting responsible behavior at college. It was a matter of creating an attention-grabbing, meaningful message. What I did:

Worked in the field that led to clear and precise messaging. Designed visuals according to the campaign tone. Used audience dynamics and reactions as input. Applied principles of persuasive communication. Proficiency: Campaign creation, target audience, visual communication.

✦ Futures in Retail (FiR) Social Media
Role: Member & Contributor. Focus: Brand + social media growth. When I joined Futures in Retail, I helped improve the organization’s social media presence by submitting content and maintaining an on-brand approach. What I did:

I was responsible for helping design Instagram pictures and graphics. Helped in the ideation and content themes for logo and branding ideas and concepts. Facilitated the promotion and promotional campaigns. Help in participation and promotional campaigns of promotional actions. ROI: Contributed to increase number of followers, increase the follower engagement and enhance visual consistency on a growing number of results. Qualities: social media marketing.

✦ Nannying and Family Planning experience
Role: Caregiver. Focus: Responsibility, communication, organization, and organizing. Though not a typical “marketing” job, I have become more adept in communication, organization and problem solving through my time as a nanny. Scheduling, time management, multitasking, establishing relationships with families and people working as well as those in charge of their day in an office are techniques that carry out well in the field. What I did:

Oversaw daily schedules and activities. Had one to one communication with parents and self-managed responsibilities. Juggled multiple different activities in fast-moving environments. Skills: Time management, talking to individuals, being adaptable.