Master’s in Strategic Communication

Strategy. Analysis. Leadership

If you are interested in growing professionally and intellectually as a strategic communication professional, the graduate program may be for you.

The mission of the Master’s in Strategic Communication program is to prepare responsible and professional thought leaders—through theories and skills in strategy, research, storytelling, new media, and leadership—for success in today’s competitive digital and global communication environments.

 

Learn, Work and Network.

Join leading professors on a thriving campus located in the 5th largest media market in the country.

Advance your Professional Goals.

Our graduates are hired into positions in advertising, public relations, digital media, corporate communication, non-profit communication, public communication, sports communication, and other positions that benefit from the expertise strategic communication students develop.

 

Gain Opportunities and Experience.

With TCU’s location in one of the largest media markets in the country, Strategic Communication students gain valuable experience from collaboration with brands, agencies, and non-profits in simulated and real-world, client-based communication projects, and through internships, networking, and job opportunities.

Financial Awards

We do not want the cost of a graduate education to prohibit you from pursuing your goals. We are able to support the goals of many of our students through merit-based tuition waivers that cover all or part of a student’s tuition and Graduate Teaching Assistantships that provide a monthly stipend to help with other expenses. These assistantships also provide students with the opportunity to work closely with faculty in ways that advance their understanding of the discipline.

Meet some of our Strategic Communication graduate students

Andre Apodaca

Kay Barkin

Mackenna Covington

Soren Dahl

Jackson Herr

Olivia Koscik

Tanya Lariviere

Lisa Nottoli

Thao Pham

Collin Yaxal

A Letter from the Director

Dear Prospective Graduate Student,

On behalf of the faculty and students of the Department of Strategic Communication in the Bob Schieffer College of Communication at Texas Christian University, welcome to our Department. You have an interest in advancing your professional and intellectual goals and capabilities in areas of strategic communication, and we are honored that you are considering us as a program to advance those goals. At the same time, we know that pursuing a Master’s degree is an important decision. We look forward to learning more about you and to answering any questions you may have as you make these important decisions about your professional future.

In determining the right graduate program, applicants are often interested in the ways in which the program may support their professional and educational successes, including through the program’s emphases, faculty engagement and expertise, mentorship and program culture, professional development opportunities, location, timing, and cost. I hope to provide you with some helpful information about our program as you evaluate these and other considerations in making your decision…

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Nationally Recognized Faculty

Committed to Teaching and Mentoring

Josh Bentley

Public relations

Law

Crisis communication

Fundraising strategies

Nonprofit media

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Josh Bentley

Associate Professor

Selected Academic Publications and Presentations

  1. Bentley, J. M. (2018). What counts as an apology? Exploring stakeholder perceptions in a hypothetical organizational crisis. Management Communication Quarterly, 32(2), 202-232.
  2. Bentley, J. M., Oostman, K. R., & Shah, S. F. A. (2018). We’re sorry but it’s not our fault: Organizational apologies in ambiguous crisis situations. Journal of Contingencies and Crisis Management, 26(1), 138-149.
  3. Yang, A., & Bentley, J. (2017). A balance theory approach to stakeholder network and apology strategy. Public Relations Review, 43(2), 267-277.
  4. Bentley, J. M., White, J. M., Weiss, D., & Shields, J. D. (2016). Teaching integrated marketing communication campaigns. Teaching Journalism and Mass Communication, 6(1), 18-35.
  5. Bentley, J. M. (2015). Shifting identification: A theory of apologies and pseudo-apologies. Public Relations Review, 41(1) 22-29.

Previous Experience

Assistant professor at the University of New Mexico. Morning show host and production director radio stations in Alabama, Arkansas, and Oklahoma.

Honors & Awards

  1. Top Faculty Paper, National Communication Association (Public Relations Division)
  2. Top Poster, Association for Education in Journalism and Mass Communication (Public Relations Division)
  3. Top Student Paper, National Communication Association (Public Relations Division
  4. Top Student Paper, Association for Education in Journalism and Mass Communication (Religion and Media Interest Group)
  5. Third Place Faculty Paper, Association for Education in Journalism and Mass Communication (Public Relations Division)

Professional Affiliations and Associations

  1. National Communication Association
  2. Association for Education in Journalism and Mass Communication

Catherine Coleman

Advertising

Representation

Consumption

Consumer behavior

Gender and identity

Consumer culture

Ethics and consumer vulnerability

Marketing and (social) media discourse

Advertising history

Transformative consumer research

Social marketing

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Catherine Coleman

Associate Professor and Director of Graduate Studies, Strategic Communication

Selected Academic Publications and Presentations

  1. Journal of Public Policy & Marketing, “Gender Justice and the Market: A Transformative Consumer Research Perspective.”
  2. Journal of Advertising, “Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?”
  3. “Justice in Injustice, Power in Vulnerability: The Dialogical Potential of The Uncondemned.” in Consumer Vulnerability: Conditions, Contexts and Characteristics
  4. Journal of Popular Culture, “Starving for Diversity: Ideological Implications of Race Representations in Hunger Games.”
  5. Journal of Marketing Management, “Poverty in Consumer Culture: Towards a Transformative Social Representation.”
  6. Consumption, Markets & Culture, “Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Sexuality, and Authenticity.”
  7. “Construction of Consumer Vulnerability by Gender and Ethics of Empowerment,”  Gender, Culture, and Consumer Behavior
  8. Presented research to the Association for Consumer Research; Consumer Culture Theory Conference; Gender, Marketing and Consumer Behavior Conference; Macromarketing Conference; American Advertising Association Conference; Transformative Consumer Research Conference; and the European Association for Consumer Research Conference
  9. Journal of Public Policy & Marketing, “Gender Justice and the Market: A Transformative Consumer Research Perspective.”
  10. Journal of Advertising, “Advertising Professionals’ Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?”
  11. “Justice in Injustice, Power in Vulnerability: The Dialogical Potential of The Uncondemned.” in Consumer Vulnerability: Conditions, Contexts and Characteristics
  12. Journal of Popular Culture, “Starving for Diversity: Ideological Implications of Race Representations in Hunger Games.”
  13. Journal of Marketing Management, “Poverty in Consumer Culture: Towards a Transformative Social Representation.”
  14. Consumption, Markets & Culture, “Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Sexuality, and Authenticity.”
  15. “Construction of Consumer Vulnerability by Gender and Ethics of Empowerment,”  Gender, Culture, and Consumer Behavior
  16. Presented research to the Association for Consumer Research; Consumer Culture Theory Conference; Gender, Marketing and Consumer Behavior Conference; Macromarketing Conference; American Advertising Association Conference; Transformative Consumer Research Conference; and the European Association for Consumer Research Conference

Previous Experience

  1. University of Illinois, Department of Advertising
  2. Loyola University in Chicago
  3. Market Developer for the Health Sciences Group of the National Center for Supercomputing Applications (NCSA)
  4. Consultant for the City of Chicago Initiative, a Marketing Analyst for eVidient/GE Americom, a Recruitment Advertising Representative at TMP Worldwide, a Research Assistant at Public Opinion Strategies
  5. Prevention Specialist for the Rape Crisis Center of Chatham County, Georgia.
  6. University of Illinois, Department of Advertising
  7. Loyola University in Chicago
  8. Market Developer for the Health Sciences Group of the National Center for Supercomputing Applications (NCSA)
  9. Consultant for the City of Chicago Initiative, a Marketing Analyst for eVidient/GE Americom, a Recruitment Advertising Representative at TMP Worldwide, a Research Assistant at Public Opinion Strategies
  10. Prevention Specialist for the Rape Crisis Center of Chatham County, Georgia.

Honors & Awards

  1. Distinguished Visiting Scholar, School of Management (Marketing Group), Royal Holloway, University of London.
  2. Dean’s Research Grant Award, The Bob Schieffer College of Communication, TCU
  3. Coleman Fellow, Entrepreneurship
  4. Sheth Initiative on Vulnerable Consumers Research Grant
  5. Best Paper Award (Honorable Mention), Consumption, Markets & Culture
  6. Top Paper Award, Southwest Education Council for Journalism & Mass Communication Symposium
  7. Top Six Paper Award, Southwest Education Council for Journalism & Mass Communication Symposium
  8. American Association of University Women Dissertation Completion Fellowship
  9. James Webb Young Fund
  10. Verdell Frazier Award for Women
  11. Dean’s Research & Creativity Award, TCU.
  12. Distinguished Visiting Scholar, School of Management (Marketing Group), Royal Holloway, University of London.
  13. Dean’s Research Grant Award, The Bob Schieffer College of Communication, TCU
  14. Coleman Fellow, Entrepreneurship
  15. Sheth Initiative on Vulnerable Consumers Research Grant
  16. Best Paper Award (Honorable Mention), Consumption, Markets & Culture
  17. Top Paper Award, Southwest Education Council for Journalism & Mass Communication Symposium
  18. Top Six Paper Award, Southwest Education Council for Journalism & Mass Communication Symposium
  19. American Association of University Women Dissertation Completion Fellowship
  20. James Webb Young Fund
  21. Verdell Frazier Award for Women

Professional Affiliations and Associations

  1. Association for Consumer Research
  2. Consumer Culture Theory Consortium
  3. Macromarketing Society
  4. American Advertising Association
  5. Association for Consumer Research
  6. Consumer Culture Theory Consortium
  7. Macromarketing Society
  8. American Advertising Association

Ashley E. English

Contributions and community engagement strategies of faith-based organizations

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Ashley E. English

Assistant Professor

Selected Academic Publications and Presentations

  1. Megachurch involvement in economic development: Theoretical guidance for Organizational Decision-Making. Association for Research on Nonprofit Organizations and Voluntary Action, Annual Conference, Chicago, IL.
  2. Theoretical understanding of church involvement in economic development: Examining the role of expectations on nonprofit action. Association for Research on Nonprofit and Voluntary Action, Annual Conference, Denver, CO.
  3. Extra-Role behavior and economic development: A study of the organizational behavior of megachurches, Annual Conference, Washington, D.C.
  4. The local government perspective of megachurches and extra-role behavior. Association for Research on Nonprofit and Voluntary Action, Annual Conference, Hartford, CT.
  5. The growth of megachurches: What impacts are they having on local economic development and who benefits? American Society for Public Administration, Annual Conference, New Orleans, LA.

Previous Experience

Senior manager of public relations and communications for a nonprofit organization that serves the North Texas region. Consultant for nonprofit organizations in the areas of professional development and volunteer management. Co-founder of the TCU Nonprofit Communicator Conference.

Honors & Awards

  1. Best Poster Award for the 45th annual ARNOVA Conference in Washington, D.C. Research topic: Megachurches and Practices of Managing Accountability on Websites
  2. Doctoral Fellows Seminar Award Recipient from the Association for Research on Nonprofit and Voluntary Action (ARNOVA)
  3. Diversity Scholars and Leaders award from ARNOVA
  4. 40 Under 40 leader for community involvement and service in the Dallas-Fort Worth area through the Dallas Furniture Bank

Professional Affiliations and Associations

  1. Association for Research on Nonprofit Organizations and Voluntary Action

Amiso George

Risk and crisis communication Public relations Corporate communication

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Amiso George

Professor

Selected Academic Publications and Presentations

  1. Presented papers on public relations and crisis communication at national and international conferences and has published journal articles and book chapters in the same area
  2. Co-editor of Culture and Crisis Communication: Transboundary Cases from Nonwestern Perspectives.
  3. Co-editor of Case Studies in Crisis Communication: International Perspective on Hits and Misses
  4. Co-editor of Race, Gender and Other Minorities: Readings for Professional Communicators
  5. Editor for Sage Open Access (online) publisher
  6. Reviewer for Routledge, John Wiley and Oxford University publishers

Previous Experience

Former director of the TCU Strategic Communication graduate program. Developed and taught the first course in crisis communication. Director of the public relations program at the Reynolds School of Journalism, University of Nevada in Reno. Taught at University of Texas San Antonio. Worked as a radio and television journalist and freelance broadcaster at Nigerian Television Authority and Voice of America (Africa Service), a consultant for C-SPAN-TV in Washington, D.C., editor-at-large for Celebrate Your Heritage (CYH, and a public relations consultant. APR Accreditation Chair for the Greater Fort Worth PRSA. Former board member and vice chair of Ohio University Alumni Association. Plank Public Relations Fellow in the Corporate Communications Department at USAA. Conducted a workshop on crisis communication. Visiting associate professor of strategic communication at Swinburne University in Melbourne, Australia.

Dr. George is an external examiner for the public relations program at Universiti Tunku Abdul Rahman (UTAR), Malaysia. Dr. George consults in risk and crisis communication.

Honors & Awards

  1. PRSA Fellow
  2. Accredited in Public Relations (APR)
  3. Winner of three Worthy (professional PRSA) awards.
  4. Distinguished Faculty Teaching Award at University of Texas San Antonio
  5. Stephen H. Coltrin Award for Excellence in Communication Education
  6. The Best of Texas award for her student teams at the Texas Public Relations Association (TPRA) Student Case Study Competition
  7. 2018 Bridge Award for Excellence in Strategic Communication Research by the International Crisis and Risk Communication Conference and the Nicholson School of Communication at the University of Central Florida
  8. 2017 PRSA Educator of the Year
  9. 2017 Carnegie African Diaspora Fellow  by the Carnegie Corporation of New York (CCNY)

Professional Affiliations and Associations

  1. Public Relations Society of America
  2. International Communication Association
  3. International Association of Business Disciplines

Jong-Hyuok Jung

Advertising effectiveness in the new media environment

Mobile advertising/marketing

Digital advertising/marketing

Consumer behavior

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Jong-Hyuok Jung

Associate Professor

Selected Academic Publications and Presentations

  1. International Journal of Advertising
  2. Journal of Business Research
  3. International Journal of Consumer Marketing
  4. International Journal of Mobile Marketing
  5. Association for Education in Journalism and Mass Communication
  6. American Academy of Advertising
  7. International Communication Association

Previous Experience

Assistant professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University. Visiting professor at Saatchi and Saatchi, New York City. Broadcast producer at LG (currently GS) Home Shopping, Seoul, Korea. Web Designer at Seocho-District office, Seoul,Korea

Strategic Planner at CJ CGV, Seoul,Korea. Military Service (Translator & Supply Seargeant) 304th Signal Battalion, Eighth United States Army, Wonju, Korea.

Honors & Awards

  1. Advertising Education Foundation’s Visiting Professor Fellowship
  2. Profession Development Award, The University of Texas at Austin
  3. Gwyn David Media Endowment Scholarship, The University of Texas at Austin
  4. The Army Commendation Medal for Meritorious Service, Department of Army

Professional Affiliations and Associations

  1. American Academy of Advertising (AAA)
  2. Association for Education in Journalism and Mass Communication (AEJMC)
  3. Global Alliance of Marketing and Management Association (GAMMA)

Eunseon (Penny) Kwon

Marketing and persuasive communications in digital and social media environments

Consumer psychology

Branding

Media psychology

 

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Eunseon (Penny) Kwon

Assistant Professor

Selected Academic Publications and Presentations

  1. Journal of Advertising
  2. International Journal of Mobile Marketing
  3. Association for Educators in Journalism and Mass Communication conference
  4. American Marketing Association conference
  5. American Academy of Advertising

Previous Experience

Worked in Television industry in South Korea as content business manager. Sold TV shows abroad. Purchased award shows and TV shows from Japan, U.S., and U.K.

Professional Affiliations and Associations

  1. Member of Association of Consumer Research
  2. Member of American Academy of Advertising
  3. Member of Association for Education in Journalism & Mass Communication
  4. Member of American Marketing Association

Jacqueline Lambiase

Public sector communication and planning

Representations of gender, race, and sexualities in media and advertising

Computer-mediated and social media communication

Public relations ethics

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Jacqueline Lambiase

Professor and Department Chair

Selected Academic Publications

1. “Searching for City Hall, Digital Democracy, and Public-Making Rhetoric: U.S. Municipal Websites and Citizen Engagement,” Journal of Public Interest Communications, 2(1), 85-106, 2018.

2. “’Mythologized for its misogyny’: Fighting gender discrimination in the advertising industry,” Feminist Media Histories, 4(4), In Press 2018, with C. Bronstein.

3. “#WomenNotObjects: Madonna Badger takes on objectification.” Advertising & Society Quarterly, 19(1), 10.1353/asr.2018.0011, 2018, with C. Bronstein.

4. “Penalties off the field: Exploring social media policies for university athletes,” Journal of Social Media in Society, 6(3): 368-405, 2017, with B. McAdow, J.H. Jung, & L. Bright.

5. “Women vs. brands: Sexist advertising and gender stereotypes motivate trans-generational feminist protests.” In K. Golombisky and P. Kreshel (Eds.) Feminists, Feminisms and Advertising, pp. 29-59. New York: Rowman, 2017; with C. Bronstein and C. Coleman.

6. “Where is advertising’s comeuppance on sexual harassment?” AdAge, http://adage.com/article/agency-viewpoint/advertising-s-comeuppance-sexual-harassment/311258/, Nov. 17, 2017.

7. “Considering certification?: An analysis of universities’ communication certificates and feedback from public relations professionals.” Journal of Public Relations Education, 2016, with J. O’Neil.

8. “Boosters, idealized citizens, and cranks: Community managers for cities share nostalgia, fun, and information in social media, but real engagement is messy and time-consuming.” Public Relations and Participatory Culture: Fandom, Social Media, and Community Engagement, 2016, with L. Bright.

9. Book | Sex in Advertising: Perspectives on the Erotic Appeal, co-edited/co-authored with Tom Reichert (2006).

10. Book | Sex in Consumer Culture: The Erotic Content of Media and Marketing (Erlbaum), co-edited/co-authored with Tom Reichert (2003).

Previous Experience

Since 2010, have consulted with or spoken to groups about earning their share of discussion in social media and public relations opportunities: Texas Association of Municipal Information Officers, National Association of County Information Officers, City-County Communication and Marketing Association, Texas City Management Association, Texas School Public Relations Association, Lockheed Martin, U.S. Department of Labor, Children’s Medical Center-Dallas, American Heart Association, and the UT-Southwestern Medical Center.

Tenured faculty member, Mayborn School of Journalism, University of North Texas (1996-2009).

Graduate Teaching Assistant, University of Texas-Arlington, 1993-1995.

Served as a spokeswoman for Potomac Edison, an East Coast electric utility serving Maryland, Virginia and West Virginia (1987-1990).

Worked as a wire editor, business reporter and news editor at several suburban newspapers owned by the Belo Corp. (1984-1986).

Honors & Awards

1. Bob Schieffer College of Communication nominee for the Chancellor’s Award for Distinguished Achievement as a Teacher-Scholar, 2017.

2. A Top Faculty Refereed Research Paper for the Cultural and Critical Studies Division; and a Top Teaching Panelist, for the refereed GIFT (Great Ideas for Teachers) session, PR Division; AEJMC, 2017.

3. The Jean Giles-Sims Wise Woman Award, TCU Women and Gender Studies, 2016.

4. Schieffer College of Communication Faculty Member of the Year, Student Government Association, 2014-15.

5. First Place and Wilcox Award for Refereed Teaching Research, with Julie O’Neil, Public Relations Division, Association for Education in Journalism and Mass Communication, 2014.

6. The Cheryl A. Soward Communicator of Distinction Award from the Texas Association of Municipal Information Officers, 2014.

7. Top-50 journalism professor by the writers of JournalismDegree.org, 2012.

8. Finalist for the Wassenich Award for Mentoring in the TCU Community, and Top Prof by the TCU Mortar Board Society, 2011.

9. Top paper award (with Koji Fuse), SWECJMC Fall Symposium, 2011.

10. Alan Scott Rising Star Award from the Texas Public Relations Association, 2010.

Professional Affiliations and Associations

1. Founder and co-director, TCU Certified Public Communicator program, 2013-present.

2. Founder and co-director, TCU Nonprofit Communicator Conference, 2009-present.

3. Editorial Board Member (founding), Case Studies in Strategic Communication journal.

4. Board Member, TCU Press.

5. Past Division Chair, Cultural and Critical Studies Division, AEJMC.

6. Member, Cultural and Critical Studies Division, Commission on the Status of Women, PR Division, AEJMC.

7. Member, Association for Education in Journalism and Mass Communication.

8. Core faculty, TCU Department of Women and Gender Studies and Department of Comparative Race and Ethnic Studies.

Liang (Lindsay) Ma

Crisis management

Consumer-brand relationships

Branding

Consumer behaviors

Campaigns

Advanced quantitative methodology

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Liang (Lindsay) Ma

Assistant Professor

Selected Academic Publications and Presentations

  1. Journal of Public Relations Research
  2. Public Relations Review
  3. Journal of Applied Communication Research
  4. Association for Education in Journalism and Mass Communication
  5. International Public Relations Research Conference

Previous Experience

Public relations in China.

Wendy Macias

Advertising

Health Communication

Pharmaceutical advertising

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Wendy Macias

Associate Professor and Associate Dean of Undergraduate Studies

Selected Academic Publications and Presentations

  1. Journal of Advertising
  2. Journal of Health Communication
  3. Health Communication
  4. Journal of Current Issues and Research in Advertising
  5. Health Marketing Quarterly
  6. Pharmaceutical Medicine
  7. International Journal of Advertising
  8. Journal of Computer-Mediated Communication

Previous Experience

Sales promotion, market research and marketing. Associate professor of advertising at the University of Georgia.

Julie O’Neil

Public relations

Internal communication

Corporate social responsibility

Measuring and evaluating communication programs and public relationships

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Julie O’Neil

Professor and Associate Dean for Graduate Studies and Administration

Selected Academic Publications and Presentations

Men, R.L., O’Neil, J. & Ewing, M. (2020, January). Examining the effects of internal social media usage on employee engagement. Public Relations Review. https://www.sciencedirect.com/science/article/abs/pii/S0363811120300011

Ewing, M., Men, R. L. & O’Neil, J. (2019, February). Using social media to engage employees: Insights from internal communication managers. The International Journal of Strategic Communication, 13(2), 110-132. doi: 10.1080/1553118X.2019.1575830

O’Neil, J., Eisenmann, M., & Holman, M. (2019). A mixed methods examination of how people assess the credibility of sources used by public relations practitioners. The Journal of Promotion Management, 25, 1-21. https://doi.org/10.1080/10496491.2018.1536619 

O’Neil, J., Ewing, M., Smith, S. & Williams, S. (2018). A delphi study to identify standards for internal communication. Public Relations Journal, 11(3), 1-16.

O’Neil, J. & Eisenmann, M. (2017). “An Examination of How Source Classification Impacts Credibility and Consumer Behavior,” Public Relations Review, 43(2), 278-292.

O’Neil, J. & Lambiase, J. (2016). “Considering Certification?: An Analysis of Universities’ Communication Certificates and Feedback from Public Relations,” Journal of Public Relations Education, 2(1), 34-46.

Eisenmann, M., O’Neil, J., & Geddes, D. (2015). An examination of the validity, reliability, and best practices related to the standards for traditional media. Research Journal of the Institute for Public Relations, 2(1), 1-28. IPR Signature Study.

Previous Experience

Public relations and marketing in multiple settings: agency, corporate, and nonprofit. Teaching and researching public relations for more than 20 years. Former Division Chair and Director of Graduate Studies in the Strategic Communication Department at TCU.

Honors & Awards

  • Bob Schieffer College of Communication Faculty Research Nominee, 2020
  • Public Relations Society of America Employee Communication Award, International Public Relations Research Conference (IPRRC), 2019 & 2018
  • Jackson Sharpe Award for best co-authored research paper by a public relations academic and professional, IPRRC, 2016, 2014, & 2008
  • Institute for Public Relations Top Three Paper Award, IPRRC, 2017 & 2007
  • Bob Schieffer College of Communication Award for Distinguished Achievement as a Teacher-Scholar, 2016 & 2014

Professional Affiliations and Associations

Arthur Page Society member
Senior Associate Editor, Public Relations Journal
Measurement Commission of the Institute for Public Relations
Commission on Public Relations Education Commission Board Member
International Public Relations Research Advisory Committee
Journal of Public Relations Education Editorial Board
Public Relations Society of America member
Association of Education in Journalism and Mass Communication member