Staff profile - Sharyn Mcdonald

Dr Sharyn Mcdonald

Position: Lecturer
Faculty or Division: Faculty of Arts and Education
Department: SCCA Arts & Ed
Campus: Melbourne Burwood Campus
Phone: +61 3 924 46749 +61 3 924 46749



Australasian Business Ethics Network (ABEN)
Higher Education Research Group (HERG)
International Association of Business Communicators (IABC)
Models of Success and Sustainability (MOSS)


Teaching Interests

Marketing Communication

Reputation, Crisis and Issue Management

Social Responsibility

Subjects and units currently teaching

Marketing Communication

Reputation Management: Crisis, Risk and Responsibility

Public Relations Theory and Practice

Conferences and seminars

McDonald, S. 2014, ‘Scandal thresholds for sports celebrities as charitable ambassadors’, Contemporary Publics International Symposium, Melbourne, Australia, 24-25 February.

McDonald, S. 2013, ‘Opportunities for the tertiary sector to demonstrate social responsibility’, 3rd Annual Australasian Business Ethics Network (ABEN) Conference, Ethics on the Edge, Hobart, Australia, 1 – 3 December.

McDonald, S. 2012, ‘Share Corporate Social Responsibility Best Practice and Forgo Competitive Advantage’, World Public Relations Forum, Melbourne, Australia, 18–20 November.

McDonald, S. and Young, S. 2011, ‘Mapping the Path of a Sustainable Cross-sector Partnership’, 25th Annual Australian & New Zealand Academy of Management (ANZAM) Conference “The Future of Work and Organisations”, Wellington, New Zealand, 7-9 December.

McDonald, S. 2009, ‘Snapshot of a Multi-sector Partnership Addressing Homelessness in Australia’, Meeting the Millennium Development Goals: Old Problems, New Challenges Conference Proceedings, Melbourne, 30 November - 1 December.

McDonald, S. 2009, ‘Cross-sector Social Partnerships, Leading by Example: A Case Study of Reading for Life’, Asia Pacific Academy of Business in Society (APABIS) Finding Solutions to Global Problems through Stakeholder Engagement, New Social Partnerships and Strategic Alliances for a Sustainable Enterprise Economy, Brisbane, 5-6 November.

Anderson, A., Dickson, G., Emery, P., Graetz, F., Ingerson, L., McDonald, S., Oliver-Bennetts, S., Smith, A., Stewart, B. 2008, ‘The Influence of Context on Player and Athlete Attitudes to Drugs in Sport’, Sport Management Association of Australia and New Zealand “Raising the Bar: Promoting Excellence in Sport Management”, Perth, Australia, 27-29 November.

Westerbeek, H., McDonald, S., Smith, A.C.T. 2007, ‘Using Sport in Corporate Social Responsibility Programs: An Analysis of RepuTex A+ Rated Multinationals’, 15th Congress of The European Association For Sport Management “Sport Events and Sustainable Development”, Torino, Italy, 12-15 September.

McDonald, S., Murphy, P. 2006, ‘Placing Parks on the Tourism Agenda: Promoting Melbourne’s Metropolitan Parks to Metropolitan and Regional Victorian Visitors’, in O’Mahony, G.B. and. Whitelaw, P.A (eds), CAUTHE: Proceedings of the 16th Annual Conference, Refereed Paper “to the city and beyond….”, Victoria University, Melbourne, ISBN 0-9750585-1-7, pp. 380-395.


Awards and prizes

2013 Faculty of Arts and Education - Faculty Internationalisation Award
2012 Vice-Chancellor's Award for Outstanding Contribution to
Community Partnerships
2012 Faculty of Business and Law Award for Excellence in Team Teaching


Research projects

University Social Responsibility

Partnerships that drive positive societal change

Student and organisational held values towards service learning

Collective Impact

Research interests

Social and environmental partnerships
Nonprofit/business collaboration
Corporate social responsibility
Catalysts for social and environmental change
University partnerships with external organisations through
problem-based service learning opportunities

Research groups

Persona, Celebrity, Publics Emerging Research Group

Research page



Polonsky, M.J., Grau, S. L, McDonald, S. 2016, 'Perspectives on Social Impact Measurement and Non-profit Organisations', Marketing Intelligence and Planning, vol. 34, no. 1.

McDonald, S. 2015, ‘Responsible management of online academic reputations’, Persona studies, vol. 1, no. 2, pp. 54-63. 

McDonald, S. 2015, ‘Managing issues through cross-sector collaboration: Unilever and Greenpeace’, in M. Sheehan & D. Quinn-Allan (eds). Crisis Communication in a Digital World. Cambridge University Press, Cambridge. pp. 80-91.

McDonald, S. 2014, ‘Social responsibility clusters arising from social partnerships’, Social Responsibility Journal, vol. 10, no. 2, pp. 331-347.

McDonald, S. 2014, ‘Social partnerships addressing affordable housing and homelessness’, International Journal of Housing Markets and Analysis, vol. 7, no. 2, pp. 218-232.

McDonald, S., Ogden-Barnes, S. 2013, ‘Problem-based service learning with a heart: Organizational and student expectations and experiences in a postgraduate not-for-profit workshop event’, Asia Pacific Journal of Cooperative Education, vol. 14, no. 4, pp. 281-293.

McDonald, S. Young, S. 2012, ‘Cross-sector collaboration shaping Corporate Social Responsibility best practice within the mining industry’, Journal of Cleaner Production, vol. 37, pp. 54-67.

McDonald, S. 2010, ‘Cross-sector social partnerships within Australia: strategies for success’ (Unpublished PhD thesis). Graduate School of Management, La Trobe University, Melbourne.

Smith, A.C.T, Stewart, B.S., Oliver-Bennetts, S. McDonald, S., Ingerson, L., Anderson, A., Dickson, G., Emery, P., Graetz, F. 2010, ‘Contextual Influences and Athlete Attitudes to Drugs in Sport’, Sport Management Review, vol. 13, no. 3, pp. 181-197.

McDonald, S., Smith, A., Westerbeek, H. 2009, ‘Using Sport and Physical Activity in Corporate Social Responsibility Programs: An Analysis of Indexed Multinationals’, in P. Rodriguez, S. Kesanne and H. Dietl (eds), Social Responsibility and Sustainability in Sports, Ediciones de la Universidad de Oviedo: Oviedo, ISBN: 978-84-8317-790-7, pp. 111-134.

McDonald, S.M. and Price, G.G. 2009, ‘Addressing Declining Metropolitan Park Use: A Case Study of Melbourne, Victoria, Australia’, Managing Leisure, vol. 14 no. 1, pp. 28-37.

McDonald, S. M., Murphy, P. 2008, ‘Utilizing and Adapting Leisure Constraints Models to Enhance ‘Short-Break’ Vacations: Case Study of Melbourne, Australia’, Journal of Vacation Marketing, vol. 14 no. 4, pp. 317-330.

McDonald, S 2006, ‘Metropolitan Parks in Melbourne: A Critical Analysis of Factors Affecting Visitation by Regional Victorians’, Master of Business thesis, La Trobe University.

Link to publications

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