Farah Latif

Farah Latif is a communication and reputation management consultant and serves as a professional lecturer in the Department of Organizational Sciences and Communication at the George Washington University. Her research focuses on how social media and generative AI influence reputational management, a field that is increasingly crucial for businesses and individuals in managing their public image and perception.

Farah also serves as a Research Fellow at George Mason University's Center for Media and Public Affairs (CMPA) and the Character Assassination and Reputation Politics (CARP) Lab. She is the co-author of Late-Night in Washington: Political Humor and the American Presidency (2023), which explores the historical and contemporary role of late night political comedy in political discourse; Late-Night Political Humor and the 2020 Presidential Campaign: Still All Trump, All the Time (2024), a study of the 2020 presidential campaign; and Ridicule in Late-Night Political Humor in the United States: Contours and Consequences (2025), which delves into the consequences of political humor on public perception.

Her career includes instruction and consulting in corporate and nonprofit sectors, where she developed and implemented communication strategies for crisis management and reputation building for individuals and organizations.

Farah’s doctoral dissertation was a mixed-method study to conceptualize personal reputations and development of a novel scale for measuring them. Her prior research included analysis of political gaslighting in the United States and interventions needed for homegrown terrorism. Farah’s master’s thesis was an in-depth analysis of the role of U.S. public diplomacy in countering violent extremism in Pakistan.

Farah has presented more than 30 conference papers both nationally and internationally.