Holly Higginbotham

Holly Higginbotham is an Associate Professor in the Department of Strategic Communication at the Missouri School of Journalism, University of Missouri. She has been a full-time faculty member since 2013 and is recognized for her excellence in teaching, having received the O.O. McIntyre Professorship in 2021. She leads the AdZou program—a faculty-guided, student-run advertising agency—and serves as faculty advisor for the student chapter of the American Advertising Federation (AAF) and the National Student Advertising Competition (NSAC) team.

Her educational background includes a Bachelor of Arts in English from the University of Missouri (1989). While formal graduate degrees are not mentioned, her academic and professional trajectory reflects deep engagement with communication theory and practice.

Higginbotham's work centers on strategic communication, with a strong emphasis on experiential learning. She teaches courses in public relations, audience persuasion, and strategic advertising campaigns. Her leadership in AdZou provides over 200 students annually with real-world experience in developing integrated promotional campaigns for nonprofit, regional, and national clients—embodying the Missouri Method of hands-on journalism education.

Under her guidance, the NSAC team advanced to national finals four times, with top-three placements in 2018 and 2020. She also represented District 9 (Missouri, Kansas, Nebraska, Iowa) on the AAF National Education Executive Committee, fostering connections between students, educators, and advertising professionals.

Scientific Awards:

• O.O. McIntyre Professorship for Teaching Excellence (2021)
• Molly Phelps Bean Faculty Fellow
• Writing and Publication Awards from Missouri Hospital Association
• Writing and Publication Awards from Association of American Medical Colleges

Higginbotham has played a significant role in student mentorship and program development. As director of AdZou and advisor to AAF and NSAC, she has created impactful learning opportunities that bridge classroom theory with professional practice. Though no external research grants are mentioned, her initiatives have clearly advanced student outcomes and program visibility. Her industry experience in healthcare communication further enriches her pedagogy, bringing real-world insight into the classroom.

She is actively involved in curriculum development, including the introduction of new Strategic Communication courses offered during summer sessions. Her work continues to shape the next generation of advertising and communication professionals through innovation, leadership, and dedication to experiential education.