As graduation approaches, Jonah Freedman reflects on a college experience defined by momentum both in the classroom and on the track. A public relations major in the Tombras School of Advertising and Public Relations, Freedman spent the past four years not only earning his degree but also building a personal brand as a professional racer, content creator, and storyteller.
“For me, this last year of undergrad has probably been the most important year for my growth,” Freedman said. “Everything started to connect—the classes, the projects, the trips, and the people I met all helped me understand not just what I want to do, but how I want to do it.”
That sense of connection is at the core of Freedman’s experience. Through coursework, industry trips, and involvement with the Public Relations Student Society of America, he gained firsthand exposure to the professional world. These opportunities strengthened his networking abilities and gave him the confidence to articulate his story and showcase his work.
At the same time, Freedman’s life outside the classroom became an extension of his education. As a competitive mountain bike racer, he has spent years developing his personal brand, an effort that has evolved significantly during his time at UT.
“A lot of what I’ve learned in my public relations classes has directly helped me,” he said. “From storytelling and social media strategy to brand partnerships and networking, I’ve been able to apply what I learn in class directly to my life and career as a professional racer.”
Learning by Doing
Freedman credits much of his growth to the relationships he built with faculty and mentors. Seeking guidance and being willing to ask questions proved to be a turning point for him.
“Once I started talking more with professors and getting advice, I realized how many people were willing to help me grow, not just as a student, but professionally, too,” he said.
Faculty members such as Associate Professor Matthew Pittman and Assistant Professor of Practice Joe Stabb played a key role in shaping his perspective on social media, branding, and sponsorship strategy. Their mentorship extended beyond the classroom, influencing both his academic work and his professional pursuits.
That mentorship came to life most clearly through Freedman’s work on House on the Hill, a documentary project that blended his roles as an athlete, creator, and strategist. Far from being just the subject of the film, Freedman took on responsibilities behind the scenes by helping to guide the creative direction, plan production, and execute a promotional strategy.
“I was acting as a creative director and project manager while also being the main character in the film,” he said. “It was a lot to balance, but it also felt like all the different parts of my life were connected.”
House on the Hill reached over 30,000 views in its first month and contributed to more than 500,000 views across Instagram during that same time. The project exemplifies the Tombras School’s emphasis on experiential learning, which encourages students to take classroom concepts and apply them in real-world contexts. For Freedman, that meant using skills in storytelling, analytics, and brand strategy to bring a complex, multi-platform project to life.
Building a Personal Brand
Freedman’s evolution as a student mirrors his growth as a professional. When he arrived at UT he already had experience working with sponsors, but he lacked a clear understanding of branding and long-term strategy.
“I knew how to race, and I knew how to post on social media, but I didn’t really understand branding, storytelling, or how to work with companies professionally,” he said.
That changed through his coursework. He began to see social media not as a series of individual posts, but as a cohesive narrative requiring intention, consistency, and strategy.
“Every post should have a purpose,” he said. “Whether that’s storytelling, promoting a sponsor, engaging an audience, or building my image as an athlete.”
This shift transformed not only his online presence but also his value to sponsors. By combining performance with storytelling and content creation, Freedman positioned himself as more than an athlete; he became a brand.
“Companies started to see that I could offer more than just race results,” he said. “I was able to bring brands exposure, storytelling, content, and a professional platform.”
Moments That Matter
While Freedman points to many experiences that shaped his journey, a few stand out. Academically, one of the most impactful was his time in Pittman’s Social Media 365 course.
“It genuinely changed how I think about storytelling and strategy,” he said. “It gave me confidence to put myself out there.”
Outside the classroom, memories like attending his first night game at Neyland Stadium capture the spirit of his college experience. They were moments that reinforced the sense of community and belonging at UT.
“It was one of those moments where it all kind of clicked for me,” he said.
Looking Ahead
Freedman’s journey at UT is far from over. After graduation, he will continue his education through the Tombras School’s 4+1 accelerated master’s program , while also pursuing opportunities in influencer marketing, brand partnerships, and social media strategy.
At the same time, he plans to continue racing professionally, balancing his athletic ambitions with his growing career in communications.
“Ultimately, I want to find a balance where I can pursue both,” he said. “Keep racing at a high level while also building a career in the industry that supports and connects with that lifestyle.”
Advice for Future Students
Reflecting on his experience, Freedman offers straightforward advice to incoming students: be curious, be bold, and take initiative.
“Ask questions and don’t be scared to be different,” he said. “Treat your passion like it’s already your profession. Don’t wait for someone to give you permission to take it seriously.”
For Freedman, that mindset made all the difference. He’s turning classroom lessons into real-world impact and shaping a path that bridges athletics, storytelling, and professional growth.
Freedman is not just graduating from UT with a degree, but with a foundation built on experience, creativity, and a clear vision for what comes next.