A PASSION FOR TEACHING AND LEARNING
I enjoy being in the classroom. When Dr. David Perlmutter, Dean of the Texas Tech College of Media and Communication, asked me to develop and teach a short course on crisis communication, I was excited about the challenge. Since that time several years ago, I’ve been able to teach similar classes at the University of Florida at Gainesville in the College of Journalism and Communications and at Robert Morris University in Pittsburgh as a guest lecturer in residence. I look at my time with undergraduate and graduate students as a way to bridge the academic and professional environment.
The learning environment is a variety of current events assessments, writing assignments, case study readings, and live simulation events. I learn something each time I’m with a different group of students, and I hope they are able to take something from our time together to apply to their education and/or their exploration of the communications profession.
UNT Media Ethics Class
I always enjoy an opportunity to be a guest lecturer, and sharing with the students in Steve Ackermann’s UNT Media Ethics class about crisis communications response was a treat.
Baylor University & Quinnipiac University
I recently presented on the topic of crisis communications to classes at Baylor and Quinnipiac. Each class brought insightful questions, and I loved getting to share something I’m passionate about with the next generation of communicators!
Rapid Response Communication in the Modern Age
Texas Tech University Winter 2024 Intersession
I had the opportunity to co-teach a winter intersession course on crisis communications for the College of Media & Communication at Texas Tech University with my good friend, Lisa DuBois Low, MBA, APR. We wrapped the course the first week of January 2024 with three days of face-to-face learning and a crisis simulation. It was a joy being back at Tech and spending time with the students!
Time with Missouri University’s School of Journalism
In September, I had the wonderful opportunity to present a masterclass to the Missouri University School of Journalism students on corporate crisis communication and response strategies, meet with Missouri students, and record a Q&A segment for Missouri University’s Business Brief podcast.
Linda Rutherford’s Educational Experiences Transfer to Working Skills
Linda Rutherford is a 1988 Texas Tech journalism alumna, National Advisory Board (NAB) member for CoMC, and Chief Administration and Communications Officer at Southwest Airlines who thrives on giving back to the college that served her during her studies…
"I have known Linda for nearly two decades, first as an admired practitioner who truly understood the digital and social revolution and the challenges presented by Web 2.0. In an age of alternative facts and gaslighting from the most powerful among us, Linda is a refreshingly and consistently good example of an authentic, purpose-driven communicator. As a university professor of public relations, it is quite literally my business to track the good, the bad, and the ugly in our industry.
Known as the 'LUV' airline from Wall Street to Main Street, Southwest Airlines (SWA) is one of the most beloved brands in the nation, noted for its big-hearted, people-centric culture. As I teach my students, the ethical practice of public relations is about words and deeds. It's not just about what you say; it's about doing what's right when no one is looking. I have studied the SWA business model since I was a graduate student in 1999. From corporate social responsibility to crisis communications to social media strategy, I frequently point to Linda and her team as examples in my classroom.
The opportunity to co-teach a class with Linda was literally a dream come true and nearly six years in the making. Watching her in action as an educator was inspiring to me personally and professionally. She kept our students on the edge of their seats in both our virtual and physical classrooms—a truly life-changing experience for our students in both the theory and practice of real-time strategic communication."
— Lisa Du Bois Low, MBA, APR
Association Professor of Practice
Dept. of Public Relations & Strategic Communication
Texas Tech University
“I had the pleasure of working with Linda to implement the College’s first practitioner-led, week-long short course. She designed and delivered an engaging course on Rapid Response Communication that tapped her vast expertise on the subject, used real-world case studies, and culminated in a day-long active learning project that simulated a crisis response in real-time. The course was a resounding success—students who participated in the course demonstrated an advanced knowledge of real-time crisis response, and the course served as the launching point for a series of similar practitioner-led courses. Student feedback was outstanding, with many of the students noting that Linda successfully paired her professional experience with effective instructional practices.”
— Trent Selzter, Ph.D., Texas Tech University
Associate Professor, Public Relations
TTU College of Media & Communication
“I observed Senior Vice President and Chief Communications Officer, Linda Rutherford, share information about Southwest Airlines' social media practices at the first conference to recognize the importance and value of professional/academic joint research, Bridges, in Washington,D.C. Her presentation style was captivating. Her content was the perfect blend of theoretical and practical application sprinkled with meaningful examples and sage wisdom.
I immediately approached Ms. Rutherford about her interest and ability to accept a nomination for the President's Professional-in-Residence distinction at Robert Morris University. The program requires a residency during which time an array of presentations, lectures, meetings and professional consultations with administrators, students, student clubs and faculty occurs. She was receptive to being nominated and after RMU's committee deliberations, Ms. Rutherford was selected as the 2019 Professional-in-Residence for fall semester. Her availability to students, presentations exploring Southwest's best practices related to marketing, public relations, and social media, crisis management of a fatality and advertising with faculty, staff, students and alums generated a buzz at RMU. Feedback directly reported to me included words like ‘lively, savvy, industry current, brilliant, best lecturer ever, realistic and future-oriented.’ Her presentations were extremely thoughtful, well organized, audience centered, highly visual and stuffed with valuable information. She clearly, creatively and effectively provided a behind-the-scenes look at what successful corporate communications departments require from objectives, strategy and tactics to human resource training and integration. Linda is a renaissance woman who exemplifies gifted teaching, creative corporate communications strategy, visionary approaches to understanding and reaching audiences and is extremely approachable and dynamic. She fielded difficult questions with finesse and offered students thought-provoking challenges to consider before explaining outcomes. Her residency was truly RMU's highlight for the semester.”
— Ann D. Jabro, Ph.D., Robert Morris University
School of Infomatics, Humanities and Social Sciences
University Professor of Communication
“Professor Rutherford’s Rapid Response class for the Public Relations Department at the University of Florida was excellent. The materials far exceed what is typically seen in an academic setting and the assignments were well-balanced between learning the materials provided and critical-thinking. The hands-on day was so energizing that even the University President stayed to observe.”
— Dr. Marcia W. DiStaso, APR
Associate Professor & PR Department Chair
University of Florida