Staff Profile

Dr Jesús Leopoldo Salazar Flores is a media and PR specialist whose work focuses on digital media, emerging technologies, and crisis communication. He has professional experience across public relations, political communication, public radio, and social media management. He has taught at undergraduate and postgraduate levels in both Mexico and the UK, working with students from diverse backgrounds. He joined the School of Arts and Cultures as a Lecturer in PR and Crisis Management following the completion of his PhD in 2023.

Dr Salazar is Deputy Degree Programme Director and PGT Admissions Tutor for the MA Media and PR programme.

Qualifications

• Doctor of Philosophy
• PGCert Research Training
• MA Media and PR
• BA Communication Sciences

Professional membership

• Advance HE – Senior Fellow of the Higher Education Academy

Dr Salazar’s research interests include digital media and emerging technologies in PR, as well as the role of cultural tourism in constructing country identity, branding, image, and reputation. He completed his PhD at Newcastle University in 2023. His doctoral thesis explored the use of 360-degree video on VR headsets to promote Mexico’s cultural tourism in the UK, adopting a strategic marketing communications and PR approach. His work evaluated how immersive technologies can influence audience perceptions, experiences, and travel intentions, and their potential to enhance country image and reputation. Prior to this, he conducted research on video-on-demand streaming services and media consumption habits at Newcastle University. He also examined the challenges and opportunities facing Mexico’s public television during the national analogue switch-off, for which he was awarded the University Prize (2015) at the Autonomous University of Tamaulipas.

Postgraduate Research Supervision

• Zoe He (Doctor of Philosophy): A Critical Exploring of How the Media Reports the Sportswashing in Different Political Contexts: Comparative Analysis of Saudi Arabia and the United States

Dr Salazar welcomes enquiries from prospective PhD candidates interested in his research areas.

Module Leader Academic Year 2025-26:

• MCH8058 Researching Media and PR
• MCH8199 Dissertation for MA Media and Public Relations

Seminar Leader Academic Year 2025-26:

• MCH1023 Media Studies
• MCH1028 Marketing Communication & Promotional Practices
• MCH2034 Introduction to Public Relations
• MCH3075 Research Dissertation
• MCH8058 Researching Media and PR

In previous years:

Undergraduate modules:

• MCH2034 Introduction to Public Relations
• MCH3073 Media Research Dissertation
• MCH8072 Journalism and Media Research Dissertation

Postgraduate modules:

• MCH8008 Media and Promotional Cultures
• MCH8058 Methodologies: Researching Media, Culture & Society
• MCH8060 Strategies and Management in PR
• MCH8065 Theoretical Approaches to PR
• MCH8065 Public Relations Theory and Concepts
• MCH8099 Media and PR Final Project
• MCH8179 Risk and Crisis Management