Student Theses and Dissertations
Date of Award
Spring 5-22-2026
Document Type
Thesis
Degree Name
Master of Arts (MA)
Program of Study
Communication - Corporate Communication
Language
English
First Advisor
Dr. Yoori Yang
Second Advisor
Dr. Caryn Medved
Abstract
This capstone project develops a strategic public relations campaign that aims to improve Rhode’s existing brand communication strategy. While Rhode has been highly successful since its launch, selling out its initial product line in minutes and building a waitlist of over 700,000 customers, much of this success has been because of its strong visual branding, organic influencer engagement, and founder-led visibility. However, as the brand continues to grow, expand its skincare line, and introduce new beauty products, its current communication strategy presents several limitations that may impact long-term credibility and consumer trust.
One key challenge is Rhode’s reliance on aesthetically driven and influencer-supported content. While this approach is effective for generating visibility and engagement, it can also contribute to consumer skepticism in an already high saturated digital environment. As influencer marketing becomes increasingly commercialized, audiences are more likely to question the authenticity of brand-related content, which can weaken trust in both the influencer and the brand. Additionally, Rhode’s current communication strategy reflects surface-level transparency rather than in-depth transparency. While the brand highlights its ingredients and product benefits, it provides limited insight into product formulation, ingredient functionality, and the reasoning behind product development. As Rhode continues to expand following its acquisition, these limitations become significant. Maintaining authenticity, trust, and credibility during periods of growth requires more intentional and transparent communication strategies that go beyond surface level.
In response to these challenges, this project seeks to enhance Rhode’s communication strategy by developing a strategic public relations campaign centered on transparency-driven storytelling and founder-led messaging. The goal of this campaign is to strengthen consumer trust, reinforce brand authenticity, and reposition Rhode’s evolving skincare line in a way that aligns with its original brand identity while supporting long-term credibility in a highly competitive beauty market. This campaign integrates key theoretical frameworks, including transparency in brand communication, consumer trust and brand credibility, influencer credibility and fatigue, and parasocial relationships, to guide the process of developing communication strategies that strengthen Rhode’s authenticity and long-term brand trust.
Recommended Citation
Franco, Carolyn, "Behind the Curtain: A Strategic Brand Campaign for Rhode" (2026). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/220
