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New Faculty Spotlight: Minhee Choi, public relations

Jul 31, 2020

Posted in: News

Minhee Choi

Minhee Choi, Ph.D., is the newest professor in the Robertson School's public relations sequence. She will join us as an assistant professor this fall semester. 

Welcome to the Robertson School! Tell us a little bit about where you are from and where you worked, or studied, previously?

I earned my Bachelor’s degree in British and American Culture and Political Science and my Master’s degree in Media at Sogang University in Seoul, Korea. I used to work for the PETA U.S. and the Asia-Pacific office promoting various animal rights campaigns, including on-street demonstrations, media pitches, social media marketing, and celebrity marketing. I also worked at the Korea University Business School as Manager of Public Relations and Director of International Relations. After a seven-year professional experience, I came to the U.S. to pursue a Ph.D. in Mass Communication at the University of South Carolina in Columbia.

What is your teaching philosophy? 

My research program and professional experience in international public relations significantly informed my classroom teaching approach. I truly enjoy sharing my practical experience with students. My primary goal as an instructor is to introduce my students to knowledge and experience about the practical side of public relations before they face the professional world. Given that public relations is increasingly global, I am motivated to guide my students toward embracing the multicultural nature of this field. I am looking forward to meeting Robertson School students.

How do you keep current in this ever changing media environment?

I consistently read, watch, and consume local and international news through various media platforms. Given my research interests, I also keep apace of current social movement issues, public health concerns, advocacy campaigns, and public relations matters in multimedia platforms. Reading current research also helps me keep updated on the mercurial media environment.

Which area do you focus on in your scholarship?

My research interests center mainly on strategic communication with a particular focus on advocacy and activism. Specifically, I am interested in probing the effects of advocacy messages and communication strategies related to controversial social issues in social media on individuals’ perceptions, attitudes, and behaviors. My research has important practical implications for non-profit and health organizations in terms of communicating with different types of stakeholders, understanding the effects of messages, and subsequent individual engagement.

Tell us something personal about yourself. What hobbies and interests do you have outside of the classroom?

I am a yogi and just started Pilates here in Richmond. I would love to complete a yoga teacher training and teach yoga someday.