Hyejoon Rim is an associate professor in the Hubbard School of Journalism and Mass Communication at the University of Minnesota. Her primary research area is corporate social responsibility (CSR), consumer skepticism, and crisis communication.
Hyejoon’s research explores how CSR contributes to society through leveraging public engagement and creating shared values. In the past years, her research has identified barriers, motivators, and strategic factors influencing CSR effectiveness in both crisis and non-crisis contexts, in the U.S. and abroad, and in a traditional and social media setting. Her ongoing research focuses on corporate social-political advocacy (CSA) and social movements. She explores opportunities and challenges that CSA and digital technology provide to public relations practices and scholarship.
Prior to pursuing her academic career, she worked as an account executive for McCann-Erickson, and a senior account executive for InComm Brodeur (currently merged with Ketchum) in Korea.
- Public Relations
- Corporate Social Responsibility, Corporate Social-Political Advocacy
- Crisis Communication
- Media Use, Social Movements, Collective Action