A full-time academic at present, Michael is a rounded communications and media marketing professional with a broad professional experience across sectors. He's adept at using innovative tools, content, and persuasive writing to deliver bespoke public relations.His PhD examines the connections between emotions and social identity in online activism to encourage social responsibility and civic-mindedness. An enthusiast of research on social networks, he's also bagged an MSc. in Media and Communication, where he employed qualitative research methods to establish Twitter's efficacy as a perception management tool. Alongside his core roles as Lecturer and Course Director for the Digital Marketing Degree Apprenticeship cohort, Michael is currently PGR lead for "SustainaWHAT?!" Bournemouth University's first inter-institutional sustainability workshop series. Using research as a driver, the initiative helps PhDs across various fields to achieve green and inclusive prosperity. This engagement earned him the 2023 BU Vice Chancellor's Creativity Award, the first of its kind, in honour of his creative approach to engaging the PGR community to embed sustainability in their research through SDGs. Read about the project here: https://shorturl.at/bdFOX. 📧: michael.george_@hotmail.com