Dr Sharyn Mcdonald



Honorary Fellow


Faculty of Arts and Education


School of Comm & Creative Arts


Melbourne Burwood Campus


Research interests

Reputation management
Social and environmental partnerships
Cross-sector collaboration
Social responsibility (CSR and USR)


Australasian Business Ethics Network (ABEN)
International Association of Business Communicators (IABC)

Teaching interests

Reputation, Crisis and Issue Management

Social Responsibility

Marketing Communication

Public Relations, Activism and Social Change

Units taught

ALR733 - Advertising Theory And Practice
ALR704 - Reputation Management: Crisis, Risk And Responsibility
ACX702 - Applied Research Methods For Communication
ALR710 - Marketing Communication


McDonald, S 2018, 'Politicising Sporting Platforms: Personal Identity, Public Visibility and Advocacy During the 2018 Commonwealth Games', Comparative Communication Study International Symposium, Deakin University, Melbourne, 1-3 October.

McDonald, S 2016, ‘Leveraging off Al Gore’s persona in the fight against climate change’ paper presented to the Performance Studies International Conference, University of Melbourne, Melbourne, 5 – 9 July.

Marshall, P.D., D'Cruz, G., Barbour, K. & McDonald, S 2016, 'Professions and Celebrity: Online Visibility, Prestige and Contentious Authenticity in the Professional Persona' roundtable paper presented to Celebrity Studies, Amsterdam, 28 - 30 June.

Marshall, PD, McDonald, S, Aranda, G, D'Cruz, G, Barbour, K, Thomson, M, 2015, 'Digital Professional Persona: Round table discussion, Professional', Professionalising & Working Personas Colloquium, 19 November 2015, Deakin University Melbourne.

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.

Research groups

Persona, Celebrity, Publics Emerging Research Group


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


Reputation management for public figures

University Social Responsibility

Collaborative partnerships driving positive societal change


Filter by


Practically there? Exploring public relations educators' perceptions of creativity in the curriculum and classroom

Richie Barker, Sharyn Mcdonald

(2022), Vol. 26, pp. 115-129, Journal of Communication Management, Bingley, Eng., C1

journal article

Promoting interdisciplinarity through an intensive entrepreneurship education post-graduate workshop

S Mcdonald, F Gertsen, C Rosenstand, C Tollestrup

(2018), Vol. 8, pp. 41-55, Higher Education, Skills and Work-based Learning, Bingley, Eng., C1

journal article

'"Un geste suffit"? Unpacking the inconvenient truths about Al Gore's celebrity activism

P Marshall, Glenn D'Cruz, Sharyn Mcdonald

(2018), Vol. 4, pp. 62-82, Persona studies, Burwood, Vic., C1

journal article

Media technologies and publics

S Mcdonald

(2016), pp. 117-128, Contemporary publics : shifting boundaries in new media, technology and culture, Basingstoke, Eng., B1

book chapter

Elite athletes as charitable ambassadors: risks associated with indiscretions

S McDonald

(2016), pp. 247-265, Contemporary publics: shifting boundaries in new media, technology and culture, Basingstoke, Eng., B1

book chapter

Perspectives on social impact measurement and non-profit organisations

M Polonsky, S Landreth Grau, S McDonald

(2016), Vol. 34, pp. 80-98, Marketing Intelligence and Planning, Bingley, Eng., C1

journal article

Contemporary publics: shifting boundaries in new media, technology and culture

P Marshall, G D'Cruz, S McDonald, K Lee

(2016), Basingstoke, Eng., A7

edited book

Managing issues through cross-sector collaboration: Unilever and Greenpeace

S McDonald, School of Communication and Creative Arts | Staff

(2015), pp. 80-91, Crisis Communication in a Digital World, Cambridge, Eng., B1

book chapter

Responsible management of online academic reputations

S Mcdonald

(2015), Vol. 1, pp. 54-63, Persona studies, Melbourne, Vic., C1

journal article

Social responsibility clusters arising from social partnerships

S McDonald

(2014), Vol. 10, pp. 331-347, Social responsibility journal, Bingley, England, C1

journal article

Social partnerships addressing affordable housing and homelessness in Australia

S McDonald

(2014), Vol. 7, pp. 218-232, International journal of housing markets and analysis, Bingley, England, C1

journal article

Problem-based service learning with a heart: Organizational and student expectations and experiences in a postgraduate not-for-profit workshop event

S McDonald, S Ogden-Barnes

(2013), Vol. 14, pp. 281-293, Asia-Pacific Journal of Cooperative Education, New Zealand, C1

journal article

Cross-sector collaboration shaping corporate social responsibility best practice within the mining industry

S McDonald, S Young

(2012), Vol. 37, pp. 54-67, Journal of cleaner production, Netherlands, C1

journal article

Contextual influences and athlete attitudes to drugs in sport

A Smith, B Stewart, S Oliver-Bennetts, S McDonald, L Ingerson, A Anderson, G Dickson, P Emery, F Graetz

(2010), Vol. 13, pp. 181-197, Sport management review, Oxford, England, C1

journal article

Using Sport and Physical Activity (PA) in Corporate Social Responsibility Programs: An Analysis of Indexed Multinationals

S McDonald, A Smith, H Westerbeek

(2009), pp. 111-134, Social responsibility and sustainability in sports, [Oviedo, Spain], B1-1

book chapter

Addressing declining metropolitan park use : a case study of Melbourne, Victoria, Australia

S McDonald, G Price

(2009), Vol. 14, pp. 28-37, Managing leisure, London, England, C1-1

journal article

Utilizing and adapting leisure constraints models to enhance 'short-break' vacations : case study of Melbourne, Australia

S McDonald, P Murphy

(2008), Vol. 14, pp. 317-330, Journal of vacation marketing, London, England, C1-1

journal article

Placing parks on the tourism agenda : promoting Melbournes' metropolitan parks to metropolitan and regional Victorian visitors

S McDonald, P Murphy

(2006), pp. 380-393, CAUTHE 2006 : To the City and Beyond : Proceedings of the 16th Council for Hospitality and Tourism Educators Conference, Melbourne, Vic., E1-1


Funded Projects at Deakin

No Funded Projects at Deakin found


No completed student supervisions to report