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College of Information and Communications


Faculty and Staff

Brooke Weberling McKeever, Ph.D.

Title: Master of Mass Communication Coordinator
Associate Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
E-mail: brookew@sc.edu
Phone: 803-777-2050
Fax: 803-777-4103
Office:

School of Journalism and Mass Communications
800 Sumter Street, Room 307
Columbia, SC 29208

LinkedIn: My LinkedIn profile
Resources:

PRSA Association/Nonprofit Section

profile

Education

B.A., Public Relations and International Affairs, Florida State University
M.S., E.W. Scripps School of Journalism, Ohio University
Ph.D., Mass Communication, University of North Carolina-Chapel Hill (and Certificate in Interdisciplinary Health Communication)

Background

Prior to earning her Ph.D., Dr. Brooke McKeever managed marketing and fundraising initiatives for St. Jude Children's Research Hospital. She has also done communications work for a stem cell research foundation near Boston, and for the Chicago International Film Festival. She began her career at a public relations agency in Chicago, where she served as an account executive and worked with corporate clients such as California Pizza Kitchen, The Peninsula Hotels, Heinz, and Red Robin Restaurants. She has traveled and volunteered in Central and South America, studied abroad in Italy and backpacked Europe.

Research

Dr. McKeever studies nonprofit public relations and health communication with a focus on advocacy, fundraising, and campaigns and strategies that mobilize publics and improve health and social conditions. She has received multiple awards for her research from the Association for Education in Journalism and Mass Communication (AEJMC) and the International Communication Association (ICA), and has presented at other academic and professional conferences including the National Communication Association (NCA), the International Public Relations Research Conference (IPRRC), the International Association of Business Communicators (IABC) and the National Conference on Health Communication, Marketing, and Media.

Recent Grants

A Shared Commitment to Integrity: Examining Collaborative Public Relations Leadership and Ethics between CSR Programs and Nonprofit Partners. This project with Dr. David Remund at University of Oregon was awarded a Page Legacy Scholar Grant from the Arthur W. Page Center for Integrity in Public Communication at Penn State University.

Exploring New Parents’ Awareness of Autism Spectrum Disorders and Barriers to Help Seeking. This research collaboration with Drs. Rob Hock and Robert McKeever was awarded a small grant by the Science and Health Communication Research Group at the University of South Carolina.

Dr. McKeever also received a provost-funded Distributed Learning Grant to develop an online course in Public Relations Principles.

Teaching

Dr. McKeever teaches graduate and undergraduate courses in public relations and health communication. She likes to incorporate real-world examples and experiences in class whenever possible, and enjoys working with students and nonprofit organizations on service learning projects. Some of the nonprofit "clients" her students have helped include the American Red Cross, Curing Kids Cancer, the South Carolina Autism Society, AMI Kids, Inc., Ministry of Hope, My Carolina Alumni Association, the National MS Society, Palmetto Health Foundation, and Special Olympics South Carolina. She teaches PR Campaigns, PR Principles, PR Writing, Integrated Communication Principles, a graduate Seminar in Health, Science & Media, and more. She received a Promising Professor Award from the Association for Education in Journalism and Mass Communication (AEJMC).

Recent Publications

McKeever, B.W., McKeever, R., Holton, A., Li, J-Y. (2016). Silent majority: Childhood vaccinations and antecedents for communicative action. Mass Communication & Society. doi: 10.1080/15205436.2016.1148172

McKeever, B.W., Pressgrove, G.N., McKeever, R., Zheng, Y. (2016). Toward a theory of situational support: A model for exploring fundraising, advocacy and organizational support. Public Relations Review. doi: 10.1016/j.pubrev.2015.09.009

Pressgrove, G.N., McKeever, B.W., Collins, E.L. (2015). Investigating stewardship strategies on nonprofit websites. Public Relations Journal, 9(3), 1-18.

Clarke, C., McKeever, B.W., Holton, A., & Dixon, G. (2015). The influence of weight-of-evidence messages on (vaccine) attitudes: A sequential mediation model. Journal of Health Communication, 20(11), 1302-1309. doi:10.1080/10810730.2015.1023959

Dixon, G., McKeever, B.W., Holton, A., Clarke, C. Eosco, G. (2015). The power of a picture: Overcoming scientific misinformation by communicating weight-of-evidence information with visual exemplars. Journal of Communication, 65(4), 639-659. doi:10.1111/jcom.12159

Service

Professional Freedom & Responsibility (PF&R) Chair, Public Relations Division, Association for Education in Journalism and Mass Communication (AEJMC)

Executive Board, Association/Nonprofit Section, Public Relations Society of America (PRSA)

Graduate Council, School of Journalism and Mass Communications, University of South Carolina

Admissions Committee, Certificate of Graduate Study in Health Communication, University of South Carolina

Reviewer for academic journals including Mass Communication & Society, Health Communication, Journal of Public Relations Research, Science Communication, Public Relations Review, and Journalism & Mass Communication Quarterly.

Personal

When not working, Dr. McKeever loves spending time with her family and their dog.