Emma Greenwood (j’21) heads to Hollywood, interviews movie stars for social media campaign

KU J-School
3 min readJul 15, 2024

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Emma Greenwood never expected her role as a social media analyst to take her to Hollywood, where she interviewed movie stars Chris Pratt and Cecily Strong at the Garfield movie premiere.

Emma Greenwood (j’21) on the orange carpet at the Garfield movie premiere.

“Being at the Garfield movie premiere and interviewing movie stars was an exhilarating and unforgettable experience,” Greenwood said. “I’d be lying if I said I didn’t have any nerves. The skills and knowledge I gained as a KU student were invaluable in this setting.”

A 2021 graduate of the University of Kansas School of Journalism and Mass Communications, Greenwood assists Hill’s Pet Nutrition in a campaign that shines a light on senior pet adoption. The campaign aims to highlight senior dogs living another year bolder and support Hill’s adoption initiative. The Garfield movie premier presented itself as a “natural strategic partnership” with Hill’s, given its strong presence in the pet industry and commitment to animal welfare.

Emma Greenwood (far left) on the orange carpet.

“Our primary goal was to highlight the importance of senior pet adoption,” Greenwood said. “In collaboration with PetSmart Charities, we aimed to facilitate the adoption of over 5,000 pets. Garfield, an adopted senior pet, was a perfect ambassador for this cause. Cecily Strong, who voices Margie in the movie, has a senior dog, making her involvement a meaningful and fitting tie-in to our initiative.”

Leading up to the premiere, Greenwood decided that behind-the-scenes footage, celebrity interviews and features on senior dogs would resonate well with her audience and effectively communicate Hill’s cause based on the success of past content. From then on, it was all about execution in a high-pressure setting to convey the company’s message about the importance of senior pet adoption.

Greenwood interviews Chris Pratt.

In her role as a social media analyst for Hill’s Pet Nutrition, Greenwood analyzes, strategizes and executes the company’s social media presence for vet professionals and pet parents/ecosystems to help drive engagement and brand awareness across platforms. Her daily responsibilities include reporting on key performance metrics, content planning and collaborating with stakeholders to optimize cross-channel content strategy and campaigns.

“The skills and knowledge I gained as a KU student were invaluable in this setting,” Greenwood said. “My time at the J-School helped me with the ability to produce quality content on the spot in high-pressure situations. It also taught me to go outside of my comfort zone and to prepare the best you can.”

Greenwood cites opportunities to have hands-on experiences and work on real-world projects as a JMC student as being invaluable to her success in the early stages of her career. She encourages current JMC students to seek out those same opportunities.

“My advice to current KU students is to take full advantage of the resources and opportunities available,” Greenwood said. “Engage actively in your classes, seek out internships and participate in extracurricular activities to gain practical experience.

“Don’t be afraid to step outside of your comfort zone — these experiences will help you discover your passions and help prepare you for the diverse challenges of the professional world.”

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KU J-School
KU J-School

Written by KU J-School

University of Kansas William Allen White School of Journalism and Mass Communications.

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