Mary Wohlwend
Public Relations
Portfolio
Hi! My name is Mary, and I am a public relations major at the University of Florida with a minor in media production, management, & technology. Through my work at UF and hands-on experience in content creation, social media, writing and research, I’ve been able to bring my ideas to life. My portfolio shows some of my work, experiences and projects that have made me the communicator that I am today.
TikTok Shop Content Creation
$70K+
Product sales generated
15K+
Followers
4.5M+
Views on top-performing video
My best performing video with over 4.5 million views; I made over 1,000 sales with this video
In January 2026, I made a TikTok account from scratch and completed the requirements to become a TikTok Shop Affiliate. This led me to create shoppable videos to promote brands’ products for commission. I have always managed this whole process myself, from identifying products and ideas to filming, editing, posting and evaluating my performance.
Rather than relying on a set content formula, I tested different products, hooks, formats and creative approaches to understand viewers’ motives behind watching, engaging and purchasing. I used my performance results to refine my future content, learning firsthand how small changes in execution and messaging can influence reach and conversion.
University of Florida Atlas Lab
My experience with the University of Florida’s Atlas Lab gave me hands-on experience using social listening and trend analysis to understand how people respond to brands, organizations, and current events. I used industry tools including Lumen, Brandwatch, Quid, and Google Trends to track online conversations, identify emerging trends, analyze audience sentiment, and uncover meaningful insights from social data.
Beyond research and analysis, the Atlas Lab gave me opportunities to collaborate with other students and share what I was learning. I helped lead workshops where I guided students through social listening tools and techniques, explained findings, and worked alongside others to explore trends and develop insights.
Social Listening Analysis: Public Reaction to UF Coach Billy Napier
Online mentions of Billy Napier spiked after several key losses during the season. The chart shows three major increases in conversation following the USF, LSU, and Miami games, indicating moments when fan frustration intensified.
The largest spike occurred on Oct. 19, the day Napier was fired, when social media recorded more than 36,000 mentions and over 1.1 million engagements, showing how quickly online conversation responds to major sports decisions.
University of Florida Reporting
Learning to report and write like a journalist changed the way I approach public relations. In Professor Mike Foley’s classes, I learned to write confidently in AP style, identify what makes a story newsworthy, find a compelling angle and interview sources to uncover the details. The experience taught me to think from a journalist’s perspective: what will capture attention, what questions need to be answered and how to communicate information clearly and accurately.
This news story examines how artificial intelligence is eliminating entry-level jobs and how UF, which has positioned itself as a leader in AI education, is preparing students for a workforce that is changing faster than most universities can keep up with. The piece draws on national research alongside UF faculty, administrators, and students.
This news story examines why University of Florida students did not storm the field after a major upset win over No. 9 Texas. The piece draws on multiple sources including law enforcement, university officials, students, and an alumnus.
This news story covers a national ranking that placed the University of Florida first among major universities. The piece draws on multiple sources to report both the strengths driving that ranking and the areas where UF still falls short.
Press Release: Nike Sustainability Impact Announcement
For a PR writing course, I created this press release based on Nike’s FY22 Impact Report, which highlighted the company’s progress in sustainability, use of recycled materials and community investment. This project gave me experience taking a large amount of information, identifying the most important points and communicating them in a clear, organized and engaging way. It also strengthened my ability to adapt my writing to fit a brand’s voice and purpose while following AP style.
Research Paper: Artificial Intelligence’s Influence on Public Relations
For a professional writing course, I researched the evolving role of artificial intelligence in public relations, from its early use in monitoring public opinion to today’s applications in content creation, audience analysis and communication strategy.
The project challenged me to gather information from a range of sources, evaluate different perspectives, and organize my findings into a clear, cohesive paper supported by research and visuals. Exploring both the opportunities and ethical concerns surrounding AI gave me a deeper understanding of how technology is changing the communications industry, as well as the importance of using it thoughtfully and responsibly.
Blog Post: Hormones and the Spark of Love
For a composition course, I created a blog post exploring the science behind what happens when people fall in love. The project challenged me to take scientific research on hormones and human behavior and transform it into content that was approachable, engaging and easy for a general audience to understand. I used a conversational voice, creative theme, visuals and compelling section headings to make a research-based topic feel more relatable. This gave me experience adapting both content and tone for a specific audience and format.
Kappa Kappa Gamma Merchandise
As Merchandise Coordinator for the Epsilon Phi Chapter of Kappa Kappa Gamma, I was responsible for creating merchandise that reflected our chapter’s identity and appealed to our members. I developed concepts and designs for apparel and other chapter merchandise, balancing current trends with Kappa’s brand and the preferences of our members. The role gave me experience creating for a specific audience, making creative decisions, and turning an initial idea into a finished product that represented our chapter.