Hyejoon Rim is an assistant professor in the 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 agenda is shaped by questions such as 1) how to demonstrate the value of public relations in enhancing organizational reputation, 2) what are the strategic factors that explain the effects of CSR: when they work and how to make them more effective, 3) to what extent consumer skepticism influences CSR outcomes, and 4) why public responses to company's crisis messages vary. Emphasizing the benefits of applied research, her work blends organizational communication and management, new media studies, consumer behaviors, and international communication. She has published her research in journals including the Journal of Communication, Journal of Business Research, Journalism & Mass Communication Quarterly, and Public Relations Review. 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. Hyejoon has been awarded the 2015 Arthur W. Page Legacy Scholar grant.