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College of Information and Communications

Faculty and Staff

Lynn M. Zoch

Title: Adjunct Professor
Department: School of Journalism and Mass Communications
College of Information and Communications
Phone: 803-553-9091
LinkedIn: My LinkedIn profile
Resources: Curriculum Vitae


B.A., Interdisciplinary, St. Lawrence University (NY)
M. S., Public Relations Management, Syracuse University
Ph.D., Public Communication


Lynn M. Zoch is professor emerita at Virginia’s Radford University where she was the founding Director of the School of Communications. Before moving to RU, Zoch taught at the University of West Florida, University of Miami and the University of South Carolina. At UofSC she served as director of the research center, director of the master’s degree program and sequence head for the advertising and public relations programs. 

She has six years of professional experience in educational and nonprofit public relations and has continued her connection to the field through consulting work with local and state organizations.


Zoch has spent the last 20 years focusing on the intersection of theory and research within the practice of public relations, and is currently working to build predictive theories in several of these areas. Three significant foci of her research include: the importance of organizational message framing across media platforms, strategically managing and maximizing media relations for the benefit of an organization, and the connection between stakeholders’ personal values and what they expect from organizations.

Grants or Funded Research

Arthur W. Page Center Legacy Scholar Grant, Pennsylvania State University. 2014, PIs John Brummette and Lynn M. Zoch, $3000.

Radford University, Assessment Research Internal Grant. 2013, PIs Lynn M. Zoch and Sam Jennings, $2500.

University of Miami, James W. McLamore Award in Business and Social Sciences, 2005, PI Lynn M. Zoch, $9,300.

Department of Energy, Center for Water Research and Policy, University-wide four-year grant, 1998-2003, co-PIs Judy VanSlyke Turk, Lynn M. Zoch and Sonya Duhe’, $207,000. 
S.C. Department of Education funded project with the S.C. Adult Education Association, 2001, PI with Erik Collins as co-investigator. $34,500. 


  • Winner of the 2019 Institute for Public Relations Pathfinder Award, an annual lifetime achievement award presented to an individual who has made significant and sustained contributions to the body of knowledge and practice of public relations through published research. 
  • Selected as Arthur W. Page Center Legacy Scholar – 2013-14
  • Nominated for College of Humanities and Behavioral Sciences Outstanding Teaching Award (Radford University) – 2013, 2017
  • Nominated for Excellence in Teaching Award (University of Miami) - 2006
  • JLID Fellow - 2002; Selected one of 7 people nationwide in a competitive process for the Journalism and Mass Communication Leadership Institute for Diversity


Zoch bases her teaching around the goal of preparing students for their future careers. She believes there is both need and room for theory and research in every level role in public relations and other communication fields. Zoch is a fan of using real life case studies in class discussions about the problems and opportunities communicators face in their jobs. She has taught across the curriculum in public relations, organizational communication and training, and integrated and strategic communication.

Recent Publications

Dustin W. Supa and Lynn M. Zoch (2022, in press). Media relations today. In Donnalyn Pompper, Katie R. Place and C. Kay Weaver, Eds. Routledge Companion to Public Relations. New York: NY, Routledge.

Dustin H. Supa and Lynn M. Zoch (2021). Strategic media relations in the age of information: An evidence-based approach. 1st edition. Oxford University Press: New York.

Dustin Supa and Lynn M. Zoch (March, 2020). Testing the factors for a theory of expectations management in media relations. Paper presented at the 23rd International Public Relations Research Conference, Orlando FL.

John Brummette, Hilary Fussell Sisco, Lynn M. Zoch (March 2018). Practicing what we preach: Evaluating crisis press conferences,”  Paper presented at the 21st International Public Relations Research Conference, Orlando FL.

John Brummette and Lynn M. Zoch (2016). How stakeholders’ personal values influence their value expectations for organizations. Corporate Communications: An International Journal, 21(3), pp. 309-321. 


  • Editorial board member for Journal of Public Relations Research and Public Relations Review
  • Site reviewer for PRSA Certificate in Education for Public Relations (CEPR)
  • Frequent outside reviewer for tenure and promotion to full applications
  • Advisory board member and reviewer for International Public Relations Research Conference
  • Conduct research and help develop awareness campaigns for local community not-for-profit organizations


Zoch lives in the mountains of southwest Virginia with her husband and way too many cats, although many of her good friends still reside in the Columbia area. She also insists on going to the South Carolina shore at least once every year. Zoch has been practicing yoga for 25 years, loves to walk along the New River with friends and various canine companions, and sometimes (but not enough) enjoys gardening.   

Challenge the conventional. Create the exceptional. No Limits.