This is a photo of Joon Soo Lim CONTACT & LOCATION INFO
Education:
  • Ph.D. University of Florida
  • M.A. Korea University
  • B.A. Korea University
Expertise:
  • Corporate Social Responsibility Campaigns
  • Public Relations Campaigns
  • Risk Communications
  • Social Media and Public Relations

Joon Soo Lim

Assistant Professor Public Relations

As a teacher and researcher of public relations, Joon Soo Lim specializes in public relations campaigns that leverage social and digital media. Lim’s teaching in public relations and social media is built on his research endeavors to apply contemporary public relations theories to current and evolving public relations practices. Much of Lim’s current research centers on the key components of social media and blog-mediated public relations campaigns in achieving desired public relations and business outcomes.  

Together with Sung-un Yang (Indiana University), Lim proposed the so-called blog-mediated public relations (BMPR) model in 2009. Recently, working together with Frank Biocca and other experts in sports public relations, Lim tested how three different dimensions of social media engagement—that is, functional, emotional, and communal—could lead to the feelings of social presence and create loyalty among the viewers of a televised mega-sporting event.

Lim is also a proponent of stakeholder engagement strategy for corporate social responsibility (CSR) communication. Together with leading scholars in public relations and sponsorship, he has proposed the concept of partake-in-our cause (PIOC) messages in social cause campaigns. Part of the work has been published in the International Journal of Advertising, International Journal of Strategic Communication and Journal of Public Affairs. He was also named a Page Legacy Scholar for his collaborative research on the stakeholder engagement strategy for CSR communication.  

During his tenure at other public relations programs such as those at Middle Tennessee State University and Mississippi State University, Lim primarily taught upper level public relations courses such as public relations production, social media and public relations, public relations cases, public relations campaigns, public relations research, and public relations principles. At the Newhouse School, Lim teaches Public Relations Campaigns and Public Relations Research. He is also affiliated with the W2O Center for Social Commerce.

Lim’s work has been published in such journals as Communication Research, Journalism and Mass Communication Quarterly, Computers in Human Behavior, International Journal of Advertising, International Journal of Strategic Communication, Journal of Public Affairs, Telematics and Informatics, International Communication Research Journal, and the Journal of Public Relations Research,among others. He has also presented numerous studies at national conferences and has won four top paper awards from Association for Education in Journalism and Mass Communication (AEJMC). He also received a top paper award from the 2014 BEA research symposium for his social TV research. The top paper awarded research paper was published as a leading chapter in Digital Technology and The future of Broadcasting: Global Perspective.

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