Joon Soo Lim specializes in public relations campaigns that leverage social and digital media. His public relations and social media teaching is built on his research endeavors to apply contemporary public relations theories to current and evolving public relations practices. Much of Lim’s current research centers on the key components of social media and blog-mediated public relations campaigns in achieving desired public relations and business outcomes. Together with Sung-un Yang (Indiana University), Lim proposed the so-called blog-mediated public relations (BMPR) model in 2009.
Lim is also a proponent of stakeholder engagement strategy for corporate social responsibility (CSR) communication. Together with leading scholars in public relations and sponsorship, he has proposed the concept of the use of partake-in-our cause (PIOC) messages in social cause campaigns. Part of the work has been published in the “International Journal of Advertising” and the “International Journal of Strategic Communication.” He was also named a Page Legacy Scholar for his collaborative research on the stakeholder engagement strategy for CSR communication.