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 public relations with a focus on nonprofit advocacy and fundraising and health communication with a focus on misinformation and content that mobilizes publics to improve public health. 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.
Mohammadi, E. McKeever, R., McKeever, B. Detecting and investigating COVID-19 misleading information on YouTube. Grant awarded in 2020 from the University of South Carolina Office of the Vice President for Research.
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. Funded by 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. (2021). Public relations and public health: The importance of leadership and other lessons learned from “Understanding AIDS” in the 1980s. Public Relations Review.
Rhodes, M., Sundstrom, B., Ritter, E., McKeever, B.W., McKeever, R. (in press). Preparing for a COVID-19 vaccine: A mixed methods study of vaccine hesitant parents. Journal of Health Communication.
Austin, L., Overton, H., McKeever, B.W., Bortree, D. (2020). Examining the rage donation trend: Applying the anger activism model to explore communication and donation behaviors. Public Relations Review.
Choi, M., & McKeever, B. W. (2020). Culture and health communication: A comparative content analysis of tweets from the United States and Korea. International Journal of Communication, 14.
McKeever, B.W., McKeever, R., Pressgrove, G., Overton, H. (2019). Predicting public support: Applying theory to prosocial behaviors. Journal of Communication Management.
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