Faculty and Staff
Brooke Weberling McKeever, Ph.D.
|Title:||Associate Dean of Research
|Department:||School of Journalism and Mass Communications
College of Information and Communications
School of Journalism and Mass Communications
800 Sumter Street, Room 307
Columbia, SC 29208
|LinkedIn:||My LinkedIn profile|
B.A., Public Relations and International Affairs, Florida State University
M.S., E.W. Scripps School of Journalism, Ohio University
Ph.D., Mass Communication; Certificate in Interdisciplinary Health Communication, University of North Carolina-Chapel Hill
Prior to earning her Ph.D., Dr. Brooke McKeever worked for St. Jude Children's Research Hospital. She has also done communications work for a stem cell research foundation near Boston, for the Chicago International Film Festival, and for the Voinovich Center for Leadership and Public Affairs. 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 and studied abroad in Italy as an undergraduate.
McKeever studies strategic communication, including nonprofit public relations and health communication with a focus on advocacy, fundraising, and content that mobilizes publics to improve health and social conditions. She has received awards for her research from the Association for Education in Journalism and Mass Communication and the International Communication Association and has presented at other academic and professional conferences including the National Communication Association, the Public Relations Society of America International Conference, and the National Conference on Health Communication, Marketing & Media. Her research has been published in numerous academic journals including the Journal of Communication, Mass Communication and Society, Journalism and Mass Communication Quarterly, Journal of Health Communication, Health Communication, Science Communication, the Journal of Public Relations Research, and Public Relations Review.
Wilcox, S. (PI), Kaczynski, A., McKeever, B.W., Rudisill, C., Saunders, R., Sharpe, P. (Co-Investigators) UofSC PRC Center and Core Research Project: National Implementation Study of the Faith, Activity, and Nutrition (FAN) Program. Approved for funding from the Centers for Disease Control and Prevention (09/30/2019 – 09/29/2024).
McKeever, B.W., McKeever, R., Choi, M. Construction and Validation of New Scales for Advocacy and Activism. Grant awarded for 2019-2020 from the Arthur W. Page Center for Integrity in Public Communication.
Karami, A., McKeever, R., McKeever, B.W., Turner-McGrievy, B. Detecting and Characterizing Health Posts of Malicious Actors on Twitter. Collaborative grant awarded for 2019-2020 by the UofSC College of Information & Communication.
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 "clients" her students have helped include the American Red Cross, Curing Kids Cancer, the South Carolina Autism Society, My Carolina Alumni Association, the National MS Society, Palmetto Health Foundation, Special Olympics South Carolina, the South Carolina State Museum, and South Carolina State Parks. She teaches PR Campaigns, PR Principles, Communicating Science, Health & the Environment, 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 and the Educator of the Year Award from SC PRSA.
McKeever, B.W., McKeever, R., Pressgrove, G., Overton, H. (2019, in press). Predicting public support: Applying theory to prosocial behaviors. Journal of Communication Management. DOI: 10.1108/JCOM-02-2019-0030
Choi, M., & McKeever, B.W. (2019, in press). News framing of avian flu: Media advocacy & response to a public health crisis. Newspaper Research Journal. DOI: 10.1177/0739532919855790
McKeever, B.W. (2019). Different formats, equal outcomes? Comparing in-person and online education in public relations. Journal of Public Relations Education. Retrieved from »
McKeever, B.W., Choi, M. (2019). Health care communication: A growing area of public relations. Invited book chapter published in Public Relations: Competencies & Practice, edited by Carolyn Mae Kim.
Jang, M., McKeever, B., McKeever, R., Kim, J. (2019). From social media to mainstream news: The information flow of the vaccine-Autism controversy in the US, Canada, and the UK. Health Communication. DOI: 10.1080/10410236.2017.1384433
Select Committee on Tenure and Promotion and Graduate Council Member, School of Journalism and Mass Communications
Standing Committee on Research, Association for Education in Journalism and Mass Communication
Past Chair and Executive Committee Member of the Association/Nonprofit Section, Public Relations Society of America
Advisory Board Member, Certificate of Graduate Study in Health Communication, University
of South Carolina
Editorial board member for Journal of Public Relations Research, Journal of Public Relations Education, Journal of Public Interest Communications, and reviewer for many other journals