Mission Statement

" We all deserve to be protected from all the crises whether they were expected or not expected."

-Sera

• Ph.D. in Public Communication and Technology, Colorado State University, 2024

• Master of Science in Public Communication and Technology, 

Colorado State University 2019

• Bachelor of Business Administration in Advertising and Public relations, 

Hongik University, South Korea 2016

• Research Interests:

  • Crisis Communication

  • Public Relations

  • Artificial Intelligence

  • Health Communication

• Anshutz Fellow 21-23

• Graduate Researcher | SP22, SP23

  • The Department of Journalism and Media Communication, CSU

• Infectious Disease Research and Response Network (IDRRN) Fellow 

• 2023 Ragan Research Award Winner - Institute of Public Relations

Mazid, I., Wallace, A., Chen, J., & Choi, S. (2024). Exploring Key Drivers for Embracing Artificial Intelligence in Public Relations Pedagogy. Journalism & Mass Communication Educator, 0(0). https://doi.org/10.1177/10776958241299075

Choi, S. (2024). Building Relationships Through AI-Influencers: The Role of AI-Influencer-Product Congruence and Interaction. Public Relations Journal, 17(1). https://instituteforpr.org/prj-17-1-1-choi/

Choi, S., Anderson, A. A., Cagle, S., Long, M., & Kelp, N. (2023). Scientists' deficit perception of the public impedes their behavioral intentions to correct misinformation. PloS one, 18(8), e0287870. https://doi.org/10.1371/journal.pone.0287870

Choi, S. & Kim, J. R. (2022). South Korea’s On-going Battle with COVID-19: From Masks to Vaccinations. In P. Maarek. (Ed.). In Manufacturing Government Communication on Covid-19: A Comparative Perspective. Switzerland. Springer. Cham. https://doi.org/10.1007/978-3-031-09230-5_5

Choi, S. & Kim, J. R. (2021). Media and Reputation. In H. Cha (Ed.). In PR Communication and Reputation: Interdisciplinary Theory and Strategies. Seoul, South Korea. (pp. 267- 303). Hanul. 

Kim, J. R., & Choi, S. (2021). South Korea: No shutdown, no lockdown. In D. Lilleker, I. Coman, M. Gregor, & E. Novelli (Eds.). In Political Communication and COVID-19: Governance and rhetoric in times of crisis. Oxfordshire, United Kingdom. (pp. 55–66). Routledge. https://www.routledge.com/Political-Communication-and-COVID-19-Governance-and-Rhetoric-in-Times-of/Lilleker-Coman-Gregor-Novelli/p/book/9780367636791

Choi, S. & Kim, J. R. (Under review). AI crisis communication through the lens of ethics of care: Effects on organization-public relationship, reputation, and behavioral intentions.

Roh, H., Park, S. & Choi, S. (In progress).  Companion Animal Policy PR and Perception with Mars Korea Corporation. 

Choi, S. (In progress). Ethics of care in AI failure/crises: a study about the interplay between crisis response strategies and ethics of care message.

Choi, S., Lan, D., & Enyinnaya, J. (In progress). The Effects of Narrative and Ethnicity on Public Attitudes on Instagram. Submitted to Journal of Interactive Advertising.

Son, H., Park, Y., & Choi, S. (In progress). ESG text mining and text classification.

Park, Y., Choi, S. & Corno, K. (In progress). Closing the Gap between You and Me: The Effects of a Diverse Spokesperson and Self-Construal Level

You, S. & Choi, S. (In progress). Obesity Stigma Communication.

You, S. & Choi, S. (In progress). Does a Celebrity Matter? Impact of Celebrity Endorsements on Perceived Effectiveness, Risk Perception, Self-Efficacy, and Behavioral Intention to Mitigate Climate Change 

Choi, S. & Kim, J. R. (2025, May). Beyond Apologies: The Role of Ethic of Care Messaging in AI Crisis Communication. Korean Academic Society for Public Relations Conference 2025. South Korea. 

Choi, S. (2025, May). PR Communication in the Era of Generational Diversity: Intergenerational Dialogue and Gen Z Session. [Research Penal Session]. Gen Z and Longevity: How Generational Change Shapes a Sustainable Future. Korean Academic Society for Public Relations Conference 2025. South Korea. 

Roh, H., Park, S. & Choi, S. (2025, May). Policy PR and Companion Animal Policy and Perception Research (Domestic and International). Korean Academic Society for Public Relations Conference 2025. South Korea. 

Choi, S. (2024, August). Strange New Worlds: Communication Theory in the Age of AI. [Research Panel Session]. Communication Technology and Communication Theory and Methodology Divisions. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2024. Philadelphia, Pennsylvania. 

You, S, & Choi, S. (2024, August). Does a Celebrity Matter? Impact of Celebrity Endorsements on Perceived Effectiveness, Risk Perception, Self-Efficacy, and Behavioral Intention to Mitigate Climate Change. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2024. Philadelphia, Pennsylvania. 

Mazid, I., Wallace, A.,  Choi, S. & Chen, J. (2024, August). Artificial Intelligence (AI) for Empowerment: Preparing Students in Ethical Use of AI for Civic Engagement. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2024. Philadelphia, Pennsylvania. 

Mazid, I., Wallace, A.,  Choi, S. & Chen, J. (2024, August). Exploring Key Drivers for Embracing Artificial Intelligence in Public Relations Pedagogy. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2024. Philadelphia, Pennsylvania. Third Place Paper, Teaching Paper Competition

Choi, S., Anderson, A., Cagle, S., Kelp, N., & Long, M. (2023, May). The Barrier of Rationality in Scientists' Intentions to Correct Misinformation: How Deficit Model Attitudes Moderate the Relationship Between Previous Communication Engagement, Attitudes Toward Misinformation, And Behavioral Intentions. International Communication Association (ICA) Post Conference 2023 in Authentic Voices in Science Communication. Toronto, Canada

Choi, S. (2022, May 26-30). Building Relationships through AI-Influencers on social media: the Role of AI-Influencer Product Congruence and Interaction [Paper presentation]. International Communication Association (ICA) Conference 2022 in Public Relations Division. Paris, France. 

Park, Y., Choi, S. & Corno, K. (2022, March). Closing the Gap between You and Me: The Effects of a Diverse Spokesperson and Self-Construal Level [Paper Presentation]. International Public Relations Research Conference (IPRRC) 2022. Orlando, Florida. 

Choi, S. (2021, August). Apologize Correctly, And Fans May Not Turn Their Backs: The Use of Non-Verbal Cues to Express Apology and User Perception on Influencers’ Apology [Poster Presentation]. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2021. “Converted from in-person conference to virtual due to COVID-19”

Kim, J. R., & Choi, S. (2021, June). South Korea: No shutdown, no lockdown. International workshop Government Communication Facing Covid-19: A Crisis, Realities. Niche, France.*

Choi, S. (2021, May). Applying Construal Level Theory into Crisis Communication [Paper Presentation]. International Communication Association (ICA) Conference 2021 in Public Relations Division. “Converted from hybrid conference to virtual due to COVID-19”

Choi, S. (2021, May). It’s Our Pride: A Comparative Textual Analysis of South Korea and the U.S Online Newspaper Coverage on the Movie – Parasite [Paper Presentation]. International Communication Association (ICA) Conference 2021 in Journalism Studies Division. “Converted from hybrid conference to virtual due to COVID-19”

Choi, S. (2021, May). Challenging Instagram’s “Ideal Body”: A Case Study of Gymshark’s Body Positivity [Paper Presentation]. Korean Advertising and PR Practitioner Society Conference 2021. South Korea.

Choi, S., Lan, D., & Enyinnaya, J. (2020, August). The Effects of Narrative and Ethnicity on Public Attitudes on Instagram [Paper Presentation]. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2020 in Graduate Student Interest Group. 3rd Place Student Competition Paper. San Francisco, CA. 

Choi, S. (2020, August). Effects of Crisis Severity and Crisis Response Strategies on Post-Crisis Organizational Reputation [Paper Presentation]. Association for Education in Journalism and Mass Communication (AEJMC) Conference 2020 in Public Relations Division. 4th Place Student Competition Paper. San Francisco, CA. 

• CAP210: Fundamentals of Advertising - W25

• CAP115:  Research Basics for Advertising and Public Relations - FA24, FA25

• CAP105: Technology in Public Relations and Advertising - FA23

• CAP220: Fundamentals of Public Relations - W25, FA 24, W24, FA23

• COM275: Foundations of Communication Research - W24

• CAP415: Social Media Campaigns - W25

• JTC373: Digital Promotion Management - FA22, SP23-Instructor 

• JTC301: Corporate and Professional Communication - SM22-Instructor

• JTC301: Corporate and Professional Communication - SP22-Co-instructor

• JTC350: Public Relations - FA21 - Graduate Teaching Assistant

• JTC301: Corporate and Professional Communication - FA21- Graduate Teaching Assistant 

• JTC354: Crisis Communication - SP21 – Graduate Teaching Assistant 

• LB300: Specialized Professional Writing  - SP21/FA20/FA19 –  Recitation Instructor

• JTC300: Professional and Technical Communication – SM21 /SM20 - Instructor 

• JTC300: Professional and Technical Communication Graduate Teaching Assistant SP20/FA19/SP19/FA18/SP18/Fall18

• Content Marketing Certified - HubSpot - Credential ID: e1b08a4071be4e1a83932dcc3c936a31

• Growth-Driven Design Certified - HubSpot - Credential ID: 69c1677b811e4a39a81feb5c7b189a61

• Inbound Certified - HubSpot - Credential ID: 0d032fa92b5944aeac915a9cdccd9e71

• Group 2.SOCIAL / HUMANISTIC / BEHAVIORAL RESEARCH - CITI Program, A Division of BRANY - Credential ID: 38402398

Personal Life

Raised in South Korea, she moved to the United States to pursue her master's degree, which opened up new avenues for personal growth and interests. She is a keen gardener, cook, craft enthusiast, and golfer. In her free time, she enjoys exploring Michigan's picturesque trails with her dog and husband. Surprisingly, she won the international food competition in 2015 in the Chicago area!