南天海角獅子山前: 浸會大學歷史刊物
O Southern Sea, O Lion Hill:
HKBU Historical Publications

Dec 2-6 1st PRSC & 9th PRAD
2016 Conference
School of Communication | Hong Kong Baptist University
1st Annual Conference of the Public Relations Society of China
9th International Forum on Public Relations & Advertising
中國新聞史學會公共關系分會首屆學術年會
第九屆公關與廣告國際學術論壇
3rd Strategic Communication and Public Relations Workshop
第三期戰略傳播與公共關係工作坊
PROGRAMME
會議議程
2016.12.2-6
Hong Kong Baptist University
香港浸會大學

1st PRSC & 9th PRAD CONFERENCE
Master Rundown
DAY 1:
2 December 2016, Friday
Hong Kong
Arrival of Guests and Participants
DAY 2:
3 December 2016, Saturday
LOCATION:L2 SCC & L2 WLB, Hong Kong Baptist University
08:30-09:10
Registration
09:15-09:50
Opening Ceremony
09:50-10:30
Keynote Speech(1)
Understanding Standards and Practices in Social Media
Research and Evaluation
Don W.STACKS, University of Miami, USA
10:30-11:30
Parallel Presentation Session 1
11:30-12:30
Parallel Presentation Session 2
12:30-13:30
Lunch
13:30-14:10
Keynote Speech (2)
Creating Value in Strategic Communication
Ansgar ZERFASS, University of Leipzig, Germany
14:10-15:10
Parallel Presentation Session 3
15:10-16:10
Parallel Presentation Session 4
16:10-16:30
Coffee Break
16:30-17:30
Parallel Presentation Session 5
17:30-18:30
Academic-Professional Research Panel 1
Trust, Leadership and Strategic Communication
19:00-21:00
Welcome Reception

DAY 3:
4 December 2016, Sunday
LOCATION:L2 SCC & L2 WLB, Hong Kong Baptist University
08:45-09:00
Registration
09:00-09:40
Keynote Speech1(3)
Strategic Communication in the Age of Digital Naturals:
Strategy Still Matters
W.Timothy. COOMBS, Texas A&M University,USA
09:40-10:40
Parallel Presentation Session 6
10:40-11:40
Academic-Professional Research Panel 2
Data Analytics and Mobile/Social Media Engagement
11:40-13:00
Lunch
13:00-13:30
Transports to City University of Hong Kong
14:00-15:30
Closing & Award Ceremony (at City U)
15:30-16:00
Refreshment & City U Campus Visit
2016 Golden Flag Award Ceremony
LOCATION: M5091, RRSCMC, City University of Hong Kong
16:00-16:20
Opening Remarks
16:20-17:10
Keynote Speech
16:30-17:15
Golden Flag Award Case Sharing
17:15-18:00
International Forum
Reflection,Leap,Rebuild:From News to Strategy
18:00-18:30
Award Presentations
19:00-20:30
Business Dinner

DAY 4:
5 December 2016,Monday
LOCATION: CVA 1022-1024,Hong Kong Baptist University
3rd Strategic Communication and Public Relations Workshop
09:00-09:20
Opening Remarks
09:30-10:30
(1) Trust and Credibility As Decisive "Mechanisms"and
Target Dimensions of Public Relations
Günter BENTELE, University of Leipzig, Germany
10:30-11:30
(2) Looking Back to Move Forward: Strategic
Communication Past, Present and Future
Carl BOTAN,George Mason University,USA
11:30-12:30
(3) Strategic Communication Research across Multiple
Countries: Challenges and Opportunities of
Comparative Studies
Ansgar ZERFASS, University of Leipzig,Germany
12:30-14:00
Lunch
14:00-15:00
(4) This Workshop Needs You! Learn How to Prepare for
Anything Together,to Grow the Value of Human Assets,
and to Have Fun Creating Sustainable Successes
David MCKIE, University of WNaikato,New Zealand
15:00-16:00
(5) Crisis Communication As Strategic Communication
W.Timothy.COOMBS, Texas A&M University, USA
16:00-16:20
Coffee Break
16:20-17:20
(6) Developing the Professionalism of Public Relations in
the Chinese Culture
Cheng-Neng LAI, Shih Hsin University, Taiwan
17:20-18:20
The Editors' Panel
18:30-20:00
Dinner

DAY 5:
6 December 2016, Tuesday
LOCATION: CVA 1022-1024, Hong Kong Baptist University
3rd Strategic Communication and Public Relations Workshop
09:30-10:30
(7) Identity Matters in Public Relations:The Past, Present
and Future of a Program of Research
Bey-Ling SHA, San Diego State University, USA
10:30-11:30
(8) Native Advertising: Global Research, Practice and
Implications
Katerina TSETSURA, University of Oklahoma, USA
11:45-12:45
Special Panel:Cannes PR Lions and Its Implications for PR
Practices and Education
12:30-14:00
Lunch
14:00-15:00
(9) Research in Strategic Communication
Don W. STACKS, University of Miami,USA
15:00-16:00
(10) Health Literacy and Information Behavior among
the Chinese Migrant Workers
Ni CHEN, University of Macau, Macau
16:00-16:30
Closing Ceremony

OPENING CEREMONY
Rundown
Conference Introduction
Welcome Remarks
Prof. Rick WONG
Vice President
Hong Kong Baptist University
Prof.HUANG Yu
School of Communication
Hong Kong Baptist University
Prof.ZHANG Kun
Vice President, Chinese Association for History of Journalism and
Mass Communication (CAHJC)
Prof.CHEN Xianhong
President, Public Relations Society of China (PRSC)
Prof. Ansgar ZERFASS
The Institute of Communication and Media Studies
University of Leipzig
Prof.LI Xigen
Department of Media and Communication
City University of Hong Kong
Group Photos

PARALLEL PRESENTATION
Schedule
Session 1:10:30-11:30,December 3 (Saturday) 2016
S1-A
10:30-11:30, Dec 3 (Sat.)
Venue: WLB 201
公共關係的理論發展
主持人：胡百精
評議人：明安香、張景雲
Defining PR:A Model in Which Elements Interact
定義公關：要素互動的公關模式
Hong FAN
范紅
Relationships. Communication. Net: Theoretical Propositions on
Public Relations Conception
關係.傳播.網絡：關於公共關係概念的理論命題
Xianhong CHEN
陳先紅
Path Differences and Orientation Distinction:The Crisis Communication
Research of America and Japan Maps and Expands to China
路徑差異與取向區別：美日危機傳播研究的中國映射與拓展
Xiangwu LAI
來向武
The Situational Factors Influencing the Public Communication Behavior:
The Perspective of Problem-Solving Theory
影響公眾傅播行為的情境因素：基於問題解決情境理論的視角
Zhenfang LI and Xinzi FANG
李貞芳、方新子
S1-B
10:30-11:30,Dec 3 (Sat.)
Venue: WLB 202
公共事務與戰略傳播
主持人：張昆
評議人：常江、張明新
The Communication Opportunity: The Critical Constituents of the
Responsiveness of the Government in the Social Media World
傳播機遇：新媒體環境中政府回應性的關鍵要素研究--以P區反燒事件為例
Ning ZHANG
張寧

Applications of Strategic Communication Theories in Chinese Food
Safety Risk Communication
戰略傳播與中國食品安全風險交流
Jing XU
許靜
The Dissenter Activist's MMedia Strategy and Its Impacts in the Process
of Self-Empowerment: Based on A Case Study on Inland Nuclear Power
Disputes in China
利益方自我賦權的媒體策略及其社會影響：基於內陸核電爭議中反方異見
人士的考察
Lifeng DENG
鄧理峰
The “Discourse Cracking" between Official Media and Public Receiver:
An Empirical Research Based on SNOWDEN EVENT
官方媒體與民間受眾的“話語斷層”：基於斯諾登事件的媒體外交受眾效果研究
Ruolin FANG
方若琳
S1-C
10:30-11:30,Dec 3(Sat.)
Venue: WLB 203
數碼媒體與政治傳播
主持人：董天策
評議人：余明陽、郭小安
Contextual Intelligence and Discourse Strategies:Smart
Communication on Public Diplomacy of the UnitedI States A Case Study
on Micro-blogs of the United States Embassy in China
語境智力與話語策略：美國公關外交的巧傳播：以美國駐華大使官方微博
（2013-2015）為例
Jianping HE and Yiou WANG
賀建平、王一鷗
Research on the Effects of Personification Communication of the
Governmental Microblog and Their Improvement
政務微博擬人化傳播策略的效果測評及優化對策研究
Fang ZHANG
張放

Biao Qingbao: Political Expression As a "Meme"
表情包：作為“文化因數”的政治表達
Yipeng XI and Ziwei WANG
郗藝鵬、王紫薇
From Old Effects Rationality to a New Media Affect Sensibility: The
Shifting of Visuial Rhetoric in Political Communication
從舊日理性到新時感性：移動互聯網時代下的政治傳播中的視覺修辭流變
Jing LIU
劉晶
S1-D
10:30-11:30,Dec 3 (Sat.)
Venue:WLB 207
公共關係與媒體
主持人：殷俊
評議人：陳一香、蔡美瑛
Media Governance:Issues and Mechanisms of Strategic
Communication in the Context of Governance
媒介治理：治理語境下戰略傳播的議題與機制
Yuanzhen HU
胡遠珍
The Study of Deteriorating Communication of Culture of WVeb
Celebrity-From the Perspective of Media Ecology
“網紅文化”傅播異化反思研究：媒介環境學的視角
Qin LIU
劉琴
Pursuing Truth,Practicality and Kindness:
The Practice Ethics of Public Relations in the New Media Environment
求真、務實、為善：新媒體環境下組織公共關係實踐倫理
Yingyi LI
李穎異
Corporate Brand Sustainability Model and MarTech
企業品牌永續模型與行銷科技
Mao-hung Holmes CHEN and Hsiu-lun Sharon WU
陳茂鴻、吳秀倫

S1-E
10:30-11:30,Dec 3 (Sat.)
Venue: SCC 202
Public Relations Theory and Practice
Chair/Discussant:Ka Ying Angela MAK
"Ethics Begin Where The Law Ends": Legal and Ethical Perspectives on
Smear Campaigns
Margalit TOLEDANO
Comparative Research in International Public Relations Scholarship:
Current State of the Art and Directions for Future Research
Sophia Charlotte VOLK
A Public Relations Practitioner's Engagement with Journalists:A
Stakeholder Engagement Perspective
Liane LEE,Lislie YIP and Paul TSUI
Adaption and Recommendation:The Public Relations Management of
UN in China
Peng ZHANG
S1-F
10:30-11:30,Dec 3 (Sat.)
Venue: SCC 203
Crisis Communication
Chair/Discussant: Hyun Jee OH
Testing the Role of Situational Theory of Problem Solving in A
University Crisis
Alessandro POROLI and Lei HUANG
Can Corporate Social Responsibility (CSR) Be A Corporate Crisis
Insurance? Exploring the Role of Prior CSR Record,Crisis Incidence,
and Motive Attribution
Chen Joanne LYU
Factors Influencing Relational Outcomes in Mediatized Crises
Yue HU
Contextual Factors and Crisis Attribution:Revisiting the Concept of
“Modifier"in Situational Crisis Communication Theory
Hui ZHAO

S1-G
10:30-11:30,Dec 3 (Sat.)
Venue: SCC 204
Media and Society
Chair/Discussant: Colin SPARKS
Do the Media We Use Affect our Values:Evidence from the World
Values Survey
Qiongyao HUANG and Lina WANG
"The Voice from the Party:" Party Media Discourse on Entertainment:
A Text-Mining Analysis of People's Daily's Coverage of Reality Shows,
2005-2015
Xinzhi ZHANG
Who Wants to Be a Journalist?! Motivations for Studying Journalism in
Kyrgyzstan
Elira TURDUBAEVA
The Issue of Media Reflection on Socio-Cultural Recognition and
Global Change
Martin SOLIK andJán VISNOVSKY
Session 2:11:30-12:30,3 December (Saturday) 2016
S2-A
11:30-12:30, Dec 3 (Sat.)
Venue: WLB 201
中國公眾與公共關係／廣告
主持人：陳先紅
評議人：涂光晉、賴正能
Phantom,Acting and Value-Cocreation: The Public Identification and
Imagination of Public Relations
幻影、行動與價值共創：公共關係對公眾的想像
Baijing HU and Ge GAO
胡百精、高歌
Carding and Reflection on the Development Network Public Relations
in China
對我國網路公關發展歷程的梳理及反思
Hengzhi SHANG and Hebin ZHANG
尚恒志、張合斌
10

The Social Interaction Mechanism of Unethical Corporate Public
Relations
企業非倫理公共關係的社會互動機制
Huajun LI and Congying DOU
李華君、寶聰穎
基於說服知識理論的稀缺訴求廣告說服力研究
Tingting WU
吳婷婷
S2-B
11:30-12:30,Dec 3 (Sat.)
Venue: WLB 202
政府戰略傳播
主持人：張寧
評議人：李興國、董天策
Imaginary Adversary: National Image of China and the United States by
Comparative Perspective and Its Intercultural Interpretation
想像的對手：比較視野中的中美國家形象及其跨文化解讀
Kun ZHANG and Mingxin ZHANG
張昆、張明新
The Construction and Evaluation of Police Credibility
警察公信力建設與評價
Juan SUN and Xiaotian WU
孫娟、吳肖天
Analysis of the Main Body of a PR Think Tank
公關智庫的主體形態分析
Dongsheng HUANG
黃東升
Understanding and Interactive Cognition of 'the other' Culture in
Intercultural Communication:the Image of Major European Countries
in the Mind of Chinese Public and Its Influential Factors
跨文化傳播中他者文化的理解與互動認知：中國公眾心目中的歐洲國家形
象及其影響因素
Wei CHEN
陳薇

S2-C
11:30-12:30,Dec 3 (Sat.)
Venue: WLB 203
變動的媒體
主持人：胡遠珍
評議人：紀華強、張放
Media Convergence and the Reconstruction of News Production
Routine:A Case Study on "The Paper"
媒體融合與新聞生產流程再造：以“澎湃”為例
Nan LU, Haiyan WANG, Colin SPARKS and Yu HUANG
呂楠、王海燕、科林·斯巴克斯、黄煜
From Media Convergence to Converged Media:Approach of Media
Development
從媒體融合到融合媒體：媒體的進路
Yanni MA and Jun YIN
馬燕妮、殷俊
Mobiled-Transformation Path and Communication Strategies of
Traditional Media in Mobile Internet Era
移動互聯網時代傳統媒體“移動化”轉型路徑及策略探究
Jiayi TANG
唐嘉儀
The Structural Changes of Community Media and the Reflection of
Traditional Media's Transition
社區媒體的結構性變化與傳統媒體的轉型反思
Yuanyuan REN and Haitao WANG
任媛媛、王海濤
S2-D
11:30-12:30,Dec 3(Sat.)
Venue: SCC 202
廣告與行銷戰略
主持人：范紅
評議人：張雲、呂維霞
Community·Co-creating-Sharing:The City Brand Marketing Strategy in
3.0 Times-“Hangzhou experience" As A Case
社群·共創·共用：3.0時代的城市品牌行銷戰略：以“杭州體驗”為例
Chunhui HE
何春暉
12

An Analysis of the Advertising Business Model Based on the
Reputation Mechanism
基於聲譽機制的自媒體廣告商業模式探析
Huizi ZHANG
張慧子
Active Role of Greetings Communication in Brand Relationship
Ecological Construction
網路寒暄傳播對品牌關係生態建構的積極作用
Hui YIN
殷卉
The Moderating Role of Consumer Affective State on the Effectiveness
of Nostalgic Advertising
消費者情緒狀態對懷舊廣告效果的調節作用
Liangqi DENG
鄧靚琪
S2-E
11:30-12:30,Dec 3 (Sat.)
Venue: SCC 203
Crisis Communication and Culture
Chair/Discussant: Cindy Sing-Bik NGAI
Crisis Communication in China:A Social Constructionist Approach
Hui ZHAO, Jesper FALKHEIMER and Mats HEIDE
Understanding Chinese Publics on Weibo in a Trans-Border Crisis:A Case
Study of Chou Tzuyu's Flag Incident
Yingru JI, Sora KIM and Yanmengqian ZHOU
Exploring Effect of Post-Crisis CSR on Reputation Restoration from the
Public's Perspective: A Comparative Study of China and South Korea
Hyun Jee OH,Yi-Ru Regina CHEN and Flora HUNG-BAESECKE
Emotion also Matters: A Dual-Factor Model of Crisis Communication
Yuanhang LU
S2-F
11:30-12:30,Dec 3 (Sat.)
Venue:SCC 204
Strategic Communication Effects
Chair/Discussant: Xinshu ZHAO
Is Awareness a Good Indicator in Evaluating an Integrated Communication
Campaign? Case Study of Brands in China
Daniel NG
13

Strategic Communication to University Students on Money Management
Kara CHAN and Ngai Chi Jonathan YEUNG
Invention and Re-Invention of the Social Label of "Garbage Teens”:A
Study of Youth Square's Public Service Advertisement in Hong Kong
Lai Yee MA
Revisiting the Relationship between Public Relations and Marketing in the
Digital Era
Suk Chong TONG and Fong Yee CHAN
Session 3:14:10-15:10,3 December 3 (Saturday)2016
S3-A
14:10-15:10, Dec 3 (Sat.)
Venue: WLB 201
戰略傳播與國家形象
主持人：李華君
評議人：李道平、張昆
The Building andI Communication of China's National Image under the
Media Agenda-setting: A Case Study of APEC Meetings
媒體議程設置視域下中國國家形象的塑造與傳播：以APEC會議為例
Xiaotao CHEN and Junxin LI
陳小桃、李俊欣
Dredge the Channels in Order to Communicate the National Image of
China International by Three-Dimension
疏通管道實現中國國家形象的對外立體傳播
Chuangye WANG and Kun ZHANG
王創業、張昆
The Analysis on the Overseas Communication of Chinese TV Serials
and National Image Construction
中國國產電視劇的海外傳播與國家形象建構初探
Wenjuan GUAN
管文娟
Practical Problems and Countermeasure-Seeking----Internationnal
Production and Spread of Chinese Documentary in the Scope of
Cultural Diplomacy
現實問題與路徑探尋：文化外交視野中的中國紀錄片國際傳播
Guangxia NIU
牛光夏
14

S3-B
14:10-15:10,Dec 3 (Sat.)
Venue: WLB 202
戰略品牌傳播
主持人：何春暉
評議人：張寧、陳先紅
The Identity Branding of Hengqin: A Fantasy Theme Analysis
横琴品牌構建的幻想主題研究
Mei WU and Xiaojian ZHAO
吳玫、趙曉健
The Brand Image-Building and Communication Strategy of Wuhan
Enjoying the Beauty of the Flowers with the Perspective of Lohas
樂活視角下的武漢賞花遊品牌形象塑造與傳播策略
Li-ping TAO
陶麗萍
Bosom Friend or Peeping Tom? How We Chinese Perceive Online
Behavioral Advertising?
投其所好還是強人所難：中國公眾如何感知網路行為廣告
Yuqin XIAO
肖玉琴
The Re-Defined User Adoption Behavior Model of Mobile Advertising-
Taking Wechat Account As an Example
移動互聯網廣告用戶採納行為再定義：以微信公眾號為例
Wanwan WANG
王婉婉
S3-C
14:10-15:10,Dec 3 (Sat.)
Venue:WLB 203
數位行銷
主持人：來向武
評議人：明安香、范紅
Model of Digital Marketing of Luxury Goods-Take Burberry As an
Example
奢侈品數字化行銷模式：以Burberry為例
Weixia LV and Jian CHEN
呂維霞、陳健
15

Research on the Integrated Marketing Communication of the Hallmark
Events based on Big Data: Take WUHAN OPEN for Example
基於大資料的標誌性體育賽事整合行銷傳播研究：以“武漢網球公開賽”為例
Bei WANG and Xiaohong WAN
汪蓓、萬曉紅
Reshaping the Brand Communication Content in the Mobile Video
Broadcast Era
移動視頻直播時代，品牌傳播內容模式的重塑
Jiawei WANG and Juanjuan HUANG
王佳煒、黃娟娟
The Exploration on Communication Effects and Influence Factors of
Internet Advertisements Which Have High Conversation Rate----A Case
Study Based on Innovative Advertisements on Wechat Platform
高轉化率互聯網廣告的傳播效果與影響因素探析
Ye LIU
劉曄
S3-D
14:10-15:10,Dec 3 (Sat.)
Venue: WLB 207
現代危機溝通
主持人：樊傳果
評議人：陳一香、胡百精
How medium type and crisis type affected crisis
communication in enterprise crisis
企業危機事件中危機類型和媒體類型對危機溝通的影響
Jingchao CHEN and Qian XIANG
陳經超、項倩
New Media's Social Responsibility in Crisis Event--Take 'Harbin
Expensive Fish Event' As an example
社會熱點事件傳播中的新媒體責任：以“哈爾濱天價魚”事件為例
Minghua XU and Nan JIANG
徐明華、江南
The Communication Effect Confusion of The News Conference During
The Outbreak Period of Major Emergencies--A Case Study of“8·12”
Tianjin Port Explosion
重大突發事件爆發期新聞發佈會傳播效果之惑：以天津港8·12爆炸事故為例
Jing YU and Pei LIU
于晶、劉培
16

Public Outrage Factors, Government Response and Its Risk
Communication Efficacy:A Case Study on Fake Milk Powder in
Shanghai
公共憤怒因素，政府回應及其風險溝通效果研究：以上海冒牌奶粉事件為
例
Jie ZHANG and Youzhen SU
張潔、蘇幼真
S3-E
14:10-15:10,Dec 3(Sat.)
Venue: SCC 202
Health Communication and Social Media:Good or Bad?
Chair/Discussant: Terri CHAN
A Qualitative Analysis of the Rumors Appeared after Public Health
Crisis on Social Media:Case Study of Rumors in WeChat Appeared after
Shandong Vaccine Scandal in 2016
Yusa WANG
Application of the Health Belief Model into the Debate about the Laser
Eye Surgery on the Chinese Social Media Platform
Li ZHONG
Who Killed the Two Doctors? Public or Media? -The Chinese Doctor-
Patient Conflicts in Social Media
Kangjie LIU and Xiao YU
S3-F
14:10-15:10,Dec 3 (Sat.)
Venue: SCC 203
Health Communication Interventions
Chair/Discussant:Vivian SHEER
Online Engagement in Health Fitness Learning: Exploring the Social
Utility of Facebook for Health Communication
Hsu-Hsien CHI
A Formative Research for Designing Evidence-Based Adherence
Promotion Campaigns for Patients on Peritoneal Dialysis
K.F.Timothy FUNG, Ng Yu LEUNG and Man Fai LAM
A Review on the Research of Online Health Community and Patient
Participation
Ke ZHANG
17

S3-G
14:10-15:10,Dec 3 (Sat.)
Venue: SCC 204
Social Media and Political Communication
Chair/Discussant: Bey-Ling SHA
Dialogic Engagement, Trust in Government and Their Effects on
Political Participation in Chinese Society
Yi-Hui Christine HUANG, Sonng AO, Chingyin IP and Yuanhang LU
Social Media As Crisis Mobilizer in China-Hong Kong Dispute:
Revisiting Crisis Communication in Online Confrontations against
Profit-making Organizations
Hiu Ying Christine CHOY
How Trust Mediates Social Networking Engagement to Electronic Word
of Mouth:Evidence from China
He GONG and Rosanna GUADAGNO
Factors Influencing Public Trust in Local Governments in
Environmental Risks in China:Exploring the Effects of Media Use,
Perceived Dread, and Perceived Inequality
Qing HUANG
Session 4:15:10-16:10,3 December (Saturday) 2016
S4-A
15:10-16:10, Dec 3 (Sat.)
Venue:WLB 201
數位敘事與呈現
主持人：陳小桃
評議人：余明陽、孫娟
Journey to the West and Its Journey to the West: Narratives of Chinese
Mythology and Their Cross-cultural Reception
《西遊記》的“西遊記”：傳統中國神話敘事及其跨文化接受
Jiang CHANG
常江
18

A Study on the Formats of Carousel Ads on Instagram using the theory
of Digital and Interactive Narrative
以數位互動敘事探索Instagram輪播格式廣告之呈現形式
Bao-Nian CHEN
陳保年
The Change of Visual Identity Style of Taiwan Presidential Election
2000-2016
台灣競選主視覺風格之轉變：2000年至2016年總統大選
Pei-I CHEN
陳佩怡
Participatory Generating of Social Life:An Analysis of the Nature of
Multi-media Storytelling from the Perspective of Cultural Studies
社會生活的參與式“生成”：文化研究視野下跨媒體敘事的本質探析
Hangyi ZHOU
周航屹
S4-B
15:10-16:10,Dec 3 (Sat.)
Venue: WLB 202
公共關係治理與倫理
主持人：許靜
評議人：曾鈺涓、張寧
Marketing Public Relations of Advertisers in the Digital Era
數字時代廣告主行銷公共關係研究報告
Guoqing DU,Yi CHEN and Yueyue LI
杜國清、陳怡、李月月
The Research of Professional Cognitions of PR Practitioners in Agencies:
Based on Profession System and Q Methodology
職業系統視野下的公關代理公司從業者職業認知研究：一項基於Q方法的
測量
Di WANG and Yujie ZHANG
王迪、張宇杰
The Moral Orientation and Strategy Orientation of the Enterprise PR
Policy Makers
企業公關決策者的德治追求與術治取向
Huajun LI and Wanning ZHANG
李華君、張婉寧
19

The Change of PR Firm Organizational Mechanism in the Age of Social Media
社交媒體世代下公關公司組織機制的變革
Changhai YE and Jiayan XU
葉長海、徐嘉彥
S4-C
15:10-16:10, Dec 3 (Sat.)
Venue: WLB 203
社交媒體與社會行動
主持人：蔡美瑛
評議人：張雲、張莉
Theoretical Analysis on the "Media Event"
傳媒事件的理論分析
Tiance DONG, Yi GUO, Chenxi LIANG and Xu HE
董天策、郭毅、梁辰曦、何旭
Study on the Construction of Network Governance Model In the
"Internet plus" Era
“互聯網＋”時代網路治理模式構建研究
Chuanguo FAN
樊傳果
The Rational and Emotional Strategy Choice of Resistance Mobilization
in China ---- Based on a Typological Analysis of 133 Protest Cases over
the Decade (2007-2016)
中國抗爭動員的理性與情感策略選擇：基於十年133起抗爭案例的類型學
分析（2007-2016）
Xiaoan GUO
郭小安
China 's Network Media Events Mirror and Social Action in the Past Decade
近十年中國網路媒介事件鏡像及社會行動勾連
Meilan ZHANG
張梅蘭
S4-D
15:10-16:10, Dec 3 (Sat.)
Venue: WLB 207
公共關係與廣告理論之探討
主持人：賴正能
評議人：涂光晉、吳秀倫
Brand Theory Research: Context and Orientation
品牌理論研究：脈絡與取向
Jingyun ZHANG, Yongbo SUN and Xi ZHANG
張景雲、孫永波、張希
20

“Target of Critique" and “Critical Theory": Reviews and Expectations of
Critical Public Relations Research
“批評的物件”與“批判的理論”：公共關係批判研究的回望與展望
Xiaocheng LIU and Dongxue QIN
劉曉程、秦冬雪
Emotional Energy and Rational Choice of Opportunity Community
機會社群的情感能量與理性選擇
Jinglei LI
李驚雷
Macau's City Image on Social Media
社會媒體上的澳門城市形象
Chi Keung TAMand Ching Man YIP
譚志強、葉靜雯
S4-E
15:10-16:10, Dec 3 (Sat.)
Venue: SCC 202
社交媒體與（大）數據
主持人：吳玫
評議人：紀華強、李貞芳
The Social Image of Advertising Generalization in the Era of Big Data
大數據時代廣告泛化的社會鏡像
Juanjuan YIN and Haiyan HUANG
殷娟娟、黄海燕
Research of On-line Public Opinion:The Usages And Challenges Of Big-
data Technology
網路輿情研究中的大資料技術使用與問題
Xiu-cai YU and Qingqing LI
余秀才、李青青
Research on Hierarchy of Public Needs based on Case Analysis
基於案例分析的公眾需求層次理論研究
Yadi SHU and Buyun BAO
束亞弟、鮑步雲
WeChat Marketing Case Study:Social Media Communication Model and
Message Strategy
社交媒體傳播模式及行銷策略：微信互動之行銷體驗
Fei FAN
樊斐

S4-F
15:10-16:10,Dec 3 (Sat.)
Venue: SCC 203
PR in China and Hong Kong
Chair: Yi-Hui Christine HUANG Discussant:Joanne Chen LYU
Business is Business? Stakeholders and Power Distributions in Guanxi-
Related Practices in the Chinese Public Relations Profession:A
Comparative Study of Beijing and Hong Kong
Fang WU,Zhuo CHEN and Di CUI
Public Relations Changing Landscape in Hong Kong:20 Years after the
Handover
Ka Ying Angela MAK,Yi-Ru Regina CHEN,Hyun Jee OH and Lennon TSANG
Social Media in the Frontline Practices:Cases Study and Reflection in
Hong Kong
Yin ZHANG and Daniel WU
The Impact of Innovative Customer Relationship Technologies on Hong
Kong Public Relations Industry
Tak Wing TSUI,H.C.Arron PANG and W.F. Jasmine CHENG
S4-G
15:10-16:10,Dec 3 (Sat.)
Venue: SCC 204
"Being Social”As Strategic Communication
Chair/Discussant:Maggie FUNG
How Social Marketing Changes and Will Change Strategic
Communication?
Yujiao FU
Strategic Public Relations Management in China
Cen YUE
Dealing with an Overdose of "PC" Discourse: Strategic Communication
of Social Media Accounts in Political Crisis
Chunxue OUYANG
Public Relations Practiced by University Academic Staff-A Literature
Review
Lennon TSANG
22

Session 5:16:30-17:30,3 December (Saturday)2016
S5-A
16:30-17:30,Dec 3 (Sat.)
Venue:WLB 201
社交媒體與行為改變
主持人：譚志強
評議人：李興國、鄧理峰
The Empirical Research of the Influential Factors ofElectronic Supervision
over Adolescents from the Perspective of Parent-children Interaction
親子互動視閾下青少年電子監管影響因素的實證研究
Bowei WANG and Yuanyi CHEN
王波偉、陳願伊
Informative Digital Social Media:Traces of Use and Human Behavior Change
數字社交媒體的資訊表達：使用痕跡與行為改變
Qiang LI
李強
Communication Ethics in the New Media Environment
新媒體環境下的傳播倫理與實踐
Zhi LI and Xinyue WAN
李志、萬心玥
Research Summary of "Digital Labor" at Home and Abroad
國內外關於“數字勞工”問題研究綜述
Lingyu WANG
王淩羽
S5-B
16:30-17:30,Dec 3 (Sat.)
Venue: WLB 202
危機與公關
主持人：孫娟
評議人：殷娟娟、張明新
The Study of Crisis Situation and Relevant Crisis Response Strategies
Influence on Consumer Purchasing Intention
企業危機及其回應策略對消費者購買意圖之影響研究
Boru LAI
賴柏儒
23

Respecting Animal Life VS Defending Dietetic Tradition: Confrontation
Crisis in Yulin Dog Meat Festival in China and the Evolution Research of
the Legitimacy Strategy of Its Stakeholders
尊重動物生命還是捍衛飲食傳統：中國玉林狗肉節中的對峙危機與利益相
關者的合法性策略演變研究
Xin DAI, Ruitong GUO and Minghua XU
戴鑫、郭芮彤、徐明華
The Analysis of Group Psychologies for Network Consensus in Mass
Disturbance
群體性事件視域下的網路輿論群體心理行為解析
Weiwei JIANG
江薇薇
Research on Public Relations Quality in the Era of Public Relations
大公關時代的公關素養研究
Likai HE
賀立凱
S5-C
16:30-17:30,Dec 3 (Sat.)
Venue: WLB 203
戰略傳播與國家（民族）傳播
主持人：李貞芳
評議人：陳經超、徐明華
EU's Strategic Communication in China: Public Diplomacy and Public
Perceptions
歐盟對華戰略傳播：公共外交與公共認知
Li ZHANG
張莉
The Local Practice of the Situational Crisis Communication Theory in
China----The Study of Classification and Communication Strategy of
Chinese Sports Star Using Stimulant Event in Base of the Situational
Crisis Communication Theory
情境式危機傳播理論的中國本土實踐：基於危機情境理論的我國體育明星
興奮劑危機分類與溝通策略探討
Rong ZHOU
周榕

The Application and Analysis of The Traditional Cultural Symbol in
China's National Image Building
傳統文化符號在中國國家形象塑造中的運用及其分析
Tao ZHANG
張弢
How Media Characteristics Shapes National Identity: A Review of
Nationalism Studies in a Time of New Media
民族認同建構過程的媒介意涵：理論爬梳與新媒體時代的民族主義研究
Jia Min YANG
楊鎵民
S5-D
16:30-17:30,Dec 3 (Sat.)
Venue: WLB 207
健康戰略傳播
主持人：張景雲
評議人：何春暉、王迪
WeChat Public Platform and Medical Public Relation in the Era of
Knowledge Surplus--Illustrated by the Case of Mutual Circle of
Breast Cancer
認知盈餘時代微信公眾號與醫療公關：以“乳腺癌互助圈”為例
Yulan WU and Feifan LIU
吳玉蘭、劉菲凡
A Study of Health Communication Strategies for Reducing Women's Anxiety
Regarding Breast Cancer-Using Doctor-Patient Communication and
Pamphlet Communication Strategies with1 Taiwan Adventist Hospital (TAH)As
an Example
傳播消除婦女乳癌疑慮的健康信念策略之研究：以臺灣臺安醫院的醫病溝
通與宣傳品傳播溝通策略效果為例
Mei-Ying TSAI, Li-Ting CHANG and Shang-Ta TSAI
蔡美瑛、張立渟、蔡尚達
The Effects of Social Media on Risk Perception and Behavior of
Genetically Modified Food
探索社交媒體對轉基因食品消費行為的影響
Lei PENG and Weijie ZHENG
彭壘、鄭煒傑
25

Health Literacy and Communication Ethics in The Era of New Media:A
Case Study on "The Event of Wei Zexi"
新媒體環境中的健康素養與傳播倫理：以“魏則西事件”為例
Pei-an LV
呂佩安
S5-E
16:30-17:30,Dec 3 (Sat.)
Venue: SCC 202
戰略傳播與說服
主持人：李華君
評議人：李道平、于晶
Framing the News of Transnational Mergers & Acquisitions: A Content
Analysis of Newspapers on Microsoft's Acquiring Nokia
企業跨國併購的報導框架分析與公關意涵：以Microsoft 併購 Nokia 為例
Ya-Qiong LI,Yi-Hsiang CHEN
李雅瓊、陳一香
Social Media, Political Attitude and Expression of Public Opinion:A
Comparative Study of Cross-straits Media and Netizens'Attention
during the Official Inauguration of Tsai Ing-wen in 2016
社交媒體、政治態度與民意表達：2016蔡英文正式就職前後兩岸媒體及
線民關注比較研究
Lu LI
李璐
Taking Targeted Measures in Poverty Alleviation and National Image of China
精准扶貧與國家形象
Xuefeng LI and Na HE
李雪峰、何娜
"Fear-Then-Relief" Influences on Compliance of Donation Behavior
以恐懼後緩和策略探討募捐行為之效果
Chun-Chia LIU
劉濬嘉
S5-F
16:30-17:30,Dec 3 (Sat.)
Venue: SCC 203
Media Effect and Strategic Communication
Chair/Discussant: Kara CHAN
An Exploratory Analysis of the Congruence between Placement Context
and Placed Product Attributes
Fong Yee CHAN
26

What Hong Kong People are Complaining about Advertising?
Maggie FUNG
Online As Warm and Offline As Competent:A Cross-Media Effect
Analysis in China
H.Terri CHAN, Peng Rocky CHEN and H. Caleb TSE
Exploring the Memory Network Change in Synergy: The Effect-Based
Concept Map Approach
Yuhmiin CHANG
S5-G
16:30-17:30,Dec 3 (Sat.)
Venue: SCC 204
Nation/City Branding
Chair/Discussant: Ling CHEN
Research on International Public Relations Practice of China's "Going
Out" Enterprises----From the Perspective of Relationship Ecology
Pei LIU
Parasocial Relationship with the U.S.Counsel General: Clifford BB
Diplomacy in Hong Kong
Lisa TAM
From Selling to Marketing: Examining China's International
Propaganda in a Business Behavior Perspective
Jing SONG
Fantasizing Macau Beyond a Gaming City:Symbolic Repertoires for City
Branding
Mei WU and Ying ZHAO
Session 6:09:40-10:40,4 December (Sunday) 2016
S6-A
09:40-10:40, Dec 4 (Sun.)
Venue: WLB 201
廣告與社會
主持人：李雪峰
評議人：許靜、陳小桃
Advertising and Social Intervention----The Social Engagement of
Solvertising in the Perspective of social design
廣告介入社會：以社會設計探討Solvertising的社會參與
Yu-chuan TSENG
曾鈺涓
27

A Study of the Impact Corporate Social Responsibility on Corporate
Image, Organizational Identification,and Corporate's Ability to Attract
Talented Applicants
企業社會責任之形象、求職者組織認同感與求職意願的關聯性研究
Jui-Yang NI
倪瑞陽
Examining the Social Influence of Facebook-Based Consumption
Communities: The Moderating Effect of User Experience
檢驗Facebook 消費社群之社會影響：使用經驗的調節效果
Ying-Yun CHEN and Cheng-Chieh HSIAO
陳映昀、蕭丞傑
The Analysis Framework of Children's Advertising Ethics and the
Confirmatory Factor Analysis
兒童廣告倫理的分析框架的構建及驗證性因素分析
Bei ZHENG
鄭蓓
S6-B
09:40-10:40, Dec 4 (Sun.)
Venue:WLB 202
戰略危機處理
主持人：劉曉程
評議人：樊傳果、胡遠珍
The Formation and Deconstruction of Reflux Mode in Baidu's Brand
Crisis-The Event of Wei Zexi Triggers Trustful Crisis in Baidu
百度品牌危機回流模式的形成與解構：以“魏則西事件”引發百度信任危機
為例
Xiaohong WAN and Juanjuan YU
萬曉紅、余娟娟
How the Philanthropy Enhance Corporate Image in Crisis?
危機中的企業慈善公益對企業形象影響之研究
Cheng-Neng LAI
賴正能
Negativity and Countermeasures of Internet Search Engine industry
logic:Starting from Wei Zexi 's Event
互聯網搜尋引擎產業邏輯的負面性及應對措施探析：從魏則西事件談起
Lan JIANG
江瀾
28

Competing Voices: How Foreign Media Select News Sources in Reports
about Chinese Corporations' Overseas Crisis
海外危機中的聲音競爭：中國企業海外危機報導中的消息來源研究
Ouyang CHEN and Shujing WENG
陳歐陽、翁書婧
S6-C
09:40-10:40,Dec 4 (Sun.)
Venue: WLB 203
傳媒體制與報導框架
主持人：徐明華
評議人：張景雲、殷俊
The Changes of the Media System of the Soviet Union in Gorbachev's
Period----From the Reform's Tool to “The Fourth Power"
戈巴契夫時期蘇聯傅媒體制的變遷：從改革工具到“第四權力”
Lerong JIA
賈樂蓉
Comparative Analysis on the Developmental Track and Characteristics
of Chinese and Western Audiences' Outlook on Rights
中西方受眾權利觀發展軌跡及特點比較分析
Wei TAO and Liulin WU
陶薇、吳柳林
Analyses the 10 New Dimensions of Olympic Reports
理析奥運報導的10個新維度
Jianxin LI
李建新
Counter-terrorism,or Being Terrorist? On the Apple Daily(HK)'s
Animation News Framing of the China's Counter-terrorism Law
自反恐不恐？香港《蘋果》日報報導中國反恐法的動新聞框架分析
Yan WANG
王彥
S6-D
09:40-10:40,Dec 4 (Sun.)
Venue: WLB 207
科技與傳播
主持人：陶麗萍
評議人：李貞芳、譚志強
Research on the Impact of Smartphone Usage on College Students' Life Style
智慧手機使用對大學生生活方式的影響
Tingting YU and Guanghua DOU
于婷婷、竇光華
29

數字化的下一代：中國大學生的社交媒體使用行為研究
Cheng FANG
方誠
Effective Communication Strategies among Two Dimension Otaku
People in Mainland-Based on the Characteristics of Age
大陸“二次元禦宅族”傅播策略研究：以世代分析的視角
Jiayi WANG and Yuxiang LV
王嘉旖、呂宇翔
A Study on the Public Relations Strategies of Internet Stars Who Earn
Profit through Electronic Business
電商類“網路紅人”的公共關係策略研究
Ya SU and Yuxiang LV
蘇亞、呂宇翔
S6-E
09:40-10:40,Dec 4 (Sun.)
Venue: SCC 202
應用傳播研究
主持人：肖玉琴
評議人：李驚雷、吳玉蘭
On the Current Situation and Development Trend of Static New
Infographic Design in China
中國靜態新聞圖表設計發展現狀與趨勢研究
Shaolin XU
徐少林
The Study on the Effectiveness of TV Product (Brand) Placement:
Varied Programs,Place Techiniques and Place Locations
電視節目置入性行銷效果之研究：節目類型、置入手法暨置入位置之影響
Chien-Tu LAI and Pei-Fen LI
賴建都、黎佩芬
Research on the Intertextuality of Discourse Text in Modern TV Media
現代電視媒體話語文本互文性研究
Liulin WU and Wei TAO
吳柳林、陶薇
Study on the Influence of Drawing Element in Advertising of Luxuries:A
Case Analysis on the Print Ads of 2014 Collection of Hermes
奢侈品廣告中繪畫性元素的研究：以愛馬仕2014年全季平面廣告為例
Yiqun CHEN
陳軼群
30

S6-F
09:40-10:40,Dec 4 (Sun.)
Venue: SCC 203
Corporations and Leadership
Chair/Discussant: Elira TURDUBAEVA
Examining Network Effects and Impact of Topical Diversity on CEOs'
Social Influence on Twitter
Lei HUANG and Tien Ee YEO
Corporate Identity Shaping through Intertextual Practices in Corporate
Leaders' Messages
Sing-Bik Cindy NGAI
Developing CSR through Servant-Leadership
Alison FELDMAN
Alternative Financial PR: Identifying Strategic Pathways for Practice &
Research in China & the West
Mai Anh DOAN and David MCKIE
S6-G
09:40-10:40,Dec 4 (Sun.)
Venue: SCC 204
New Issues in Media Studies
Chair/Discussant: Celine SONG
When the Boundary is Blurred: the Impact of Native Advertising on the
Credibility of News Organizations
Yiqian ZHAN
Reading Together,Profit Together? A Case Study of Media Convergence
at Bingodu
Xiaoqin Lisa LI and Xiaojing Yvonne GONG
How to Choose Foreign Questioners? A New Integrated Framework to
Explain Premiers' Journalist-selection Behavior at Press Conferences
in Mainland China
Feng WU
A Departure from the Two-Step Flow? Examining Influence in Twitter
Young Soo BAE

CLOSING CEREMONY
Rundown
Conference Introduction
Closing Remarks
Prof.HUANG Yu
School of Communication
Hong Kong Baptist University
Dr.HE Zhou
Department of Media and Communication
City University of Hong Kong
Dr.Regina CHEN
School of Communication
Hong Kong Baptist University
Introduction of the 10th International Forum
on Public Relations & Advertising
Award Presentations
32

PANEL SESSIONS
Academic-Professional Research Panel 1
Topic: Trust,Leadership and Strategic Communication
The first speaker will present the Hong Kong data of the Edelman Trust
Barometer and discuss the insights given by the results. The Trust
Barometer data have been further analyzed by academics. Results of
studies on topics, including whether CSR can be a trust driver, if trust can
lead to a public's supportive behavior,and how media or generations affect
the level of public trust, will be discussed by the second speaker. Looking
into specific cases, the third speaker from the industry will use the data of
the latest Ketchum Leadership Communication Monitor to answer two
questions: “What does the world think of its leaders in the food industry in
China?” and “What can those leaders and the organizations they steer do to
restore public trust and confidence?" The panel's final speaker will discuss
the emerging trends of public trust and credibility and also identify new
research directions.
Academic-Professional Research Panel 2
Topic: Data Analytics and Mobile/Social Media Engagement
This panel discusses the latest research results on mobile and social media
engagement and issues in relation to online analytics/big data analysis.
33

Cannes PR Lions and Its Implications for PR Practices and Education
Cannes PR Lions, which celebrates the creative use of reputation, is an
award category under the Cannes Lions International Festival of Creativity.
In this panel section, speakers will discuss the characteristics of Cannes PR
Lions, how it differs from other industry awards, how it sets the standards
of PR/strategic communication practices, and its implications for PR
education that can nurture future talents of the industry.
The Editors' Panel
How to get your paper published in the top international academic
journals? Three editors and an associate editor of Communication Research
Reports, Corporate Communication: An International Journal, International
Journal of Strategic Communication and Asian Journal ofCommunication
will reveal the popular and not so popular researchtopics published in
their journals and share their views on promising areas for publications in
2017-2019, as well as thie strengths and weaknesses of a Chinese study to
be published in their journals. They will also take questions from the
audience.
The conference's simultaneous interpretation is brought to you
by Mr.LIN Chen, Partner of the Ligent Group
本會議的同聲傳譯
由北京莊淩控股集團創始合夥人林晨贊助
34

SPEAKERS
Guenter Bentele is a full professor emeritus for
Public Relations at the University of Leipzig,
Germany. He was the president of the German
Association for Communication and Media
Studies during 1995-1998,and the president of
EUPRERA in 2004. He editors and co-editors of
28 more books, authors and co-authors of 21
books and more than 340 scientific articles in
public
relations,
communication
theory,
journalism and semiotics.
He has won
numerous awards, including “PR personality
2004", “professor of the year" in 2007,
“Distinguished Scholar in Public Relations"
(Euprera) in 2016.
Carl Botan is a Professor of Communication at
George Mason University. He has taught and
researched
on
strategic
communication
campaigns more than 35 years, after working as
a practitioner in public relations, labor, and
political campaigns. His current focus is on the
use of strategic communication campaigns,
particularly as they are employed to address
public health, nation building, and homeland
security/disaster response issues. His in-press
book Strategic Communication
Theory and
Practice:
The
Cocreational
View
(Wiley-
Blackwell) will be the first theoretic book on
strategic communication applications.
35

Rachel Catanach has over 25 years' experience
advising senior public and private sector clients
in Asia Pacific on reputation management and
corporate challenges, financial communications
and crisis/issues. She has consulted on high-
profile merger and acquisition activities, private
equity deals, sensitive issues management,
initial public offerings, and strategic events. A
former Chair of the Council of Public Relations of
Hong Kong for two terms, Rachel is a regular
commentator
on
branding and reputation
management issues. In 2014, she was awarded
Public Affairs Asia's Gold Standard Award for
Professional Excellence (Consultancy) in the
Asia Pacific region.
Angus W.H. Cheong is founder and CEO of ERS
e-Research & Solutions (Macau). He was an
assistant
professor at the
Department of
Communication of Faculty of Social Sciences and
Humanities at the University of Macau, and a
visiting scholar at the School of Communication
of Hong Kong Baptist University. He was co-
awarded the 2003 Elizabeth Nelson Prize (the
best paper award) in the 56th Annual
Conference of the World Association for Public
Opinion Research. His research and consulting
expertise cover big data, public opinions,
Internet
intelligence, web
mining, policy
strategies and e-government.
36

W. Timothy Coombs,PhD, is a full professor in
the Department of Communication at Texas
A&M University and an honorary professor at
Aarhus University in Denmark. His research
areas include crisis communication, activist use
of the Internet to pressure organizational
change and issues management. He is past
recipient of the Jackson, Jackson and Wagner
Behavioral Research prize from the Public
Relations
Society of America,
the
2013
Pathfinder Award from the Institute of Public
Relations and the 2014 Business Impact Award
from
the
Association
for
Business
Communication and USC Marshall School of
Business.
Chun-ju Flora Hung-Baesecke, Ph.D., teaches
at Massey University in Albany, New Zealand.
She is the 2015-2016 Arthur W. Page Legacy
Scholar and, was awarded by the Plank Center
for Leadership in Public Relations as the
Educator Fellow in 2014. She is the Vice Chair-
Elect of the Public Relations Division in
International Communication Association and
on the editorial boards of Journal of Public
Relations Research, International Journal of
Strategic Communication, and Communication
Research Reports. Her research interests include
organization-public relationships, CSR, social
media, strategic management of public relations,
and issues and crisis management.
37

Cheng-Neng Lai is associate professor at the
Department of Public Relations & Advertising,
Shih Hsin University, Taiwan. His research
interest includes public relations and public
affairs, social marketing, social capital, branding,
customer
relationship, service quality. He
authors and co-authors 12 academic journals
and more than 21 conference paper in the field
of public relations, health communication, social
capital.
Simeon Mellalieu, partner, client development
Asia Pacific, Ketchum (Hong Kong). He is a
communications specialist with 17 years'
experience in PR consultancy in Europe and
Asia. His expertise lies in corporate positioning
and reputation management, brand building,
consumer engagement and issues and crisis
management. Listed in the PRWeek Global
Power Book 2016. He is a Board Member of the
Council of PR firms of Hong Kong and served as
Chairman of the Council from 2010-2013. He
also sat on the Advisory Committee for the
School of Communications at Hong Kong Baptist
University 2013-2016.
38

David McKie teaches Strategic Communication
and Leadership and has co-authored (including
forthcoming) 6 books, published over 38 book
chapters, 60 refereed journal articles, and/or
spoken widely in the fields of Action learning
and research; change and leadership; creativity
and innovation, emotional intelligence, futures;
and strategic communication. He is passionate
about delivering education with outcomes and
continuing self-development so has qualified as
a WIAL Action Learning Coach, an Emotional
Intelligence trainer in the HayGroup and BarOn
systems, and was assessed as Alchemist in the
Harthill Leadership Development Framework.
CHEN Ni is associate
professor at the
Department of Communication, University of
Macau. She was associate professor at the City
University of Hong Kong and Hong Kong Baptist
University. She worked at Towson University as
an assistant professor, USA, also served as
visiting professor at the Department of Speech
Communication,University of Maryland, College
Park, USA. She interests in public relations and
integrated communications. She has authored
and co-authored a number of referee journal
articles, book chapters, and conference papers,
and is the co-editor of an internationally
recognized book,International Public Relations:
A Comparative Analysis (1996).
39

Bey-Ling Sha, Ph.D., APR, is professor and
director of the School of Journalism & Media
Studies at San Diego State University. She is the
2016-2018 editor-in-chief of Journal of Public
Relations Research, the premier peer-reviewed
journal in the discipline. She is an award-
winning public relations researcher, teacher, and
practitioner. Her primary research program
examines the intersection of identity and public
relations. Her scholarly
work has
been
published in Journal of Public Relations Research,
Public Relations Review, Public Relations Journal,
Journalism & Mass Communication Quarterly,and
Journal of Promotion Management.
Don W. Stacks, Ph.D. University of Florida
(1978) is Professor of Strategic Communication
in the Public Relations Program in the School of
Communication at the University of Miami.
Stacks has written more than 200 scholarly
articles, chapters, and papers. His awards
include the "Pathfinder Award" the University of
Miami's "Provost's Award for Outstanding
Research and Theory"; the Public Relations
Society of America named him “Outstanding
Educator" and the Jackson Jackson & Wagner
Behavioral
Science
Prize;
“Outstanding
Professor" by University of Miami students.
40

Katerina Tsetsura, Ph.D. is Gaylord Family
Professor of Public Relations and Strategic
Communication and the Director of Graduate
Studies at the Gaylord College of Journalism and
Mass Communication at the University of
Oklahoma. She is internationally known for her
work in global public relations and media
transparency. She is the author of over 70 peer-
reviewed publications and more than 100
conference
proceedings and papers. She
interests in international and global media and
strategic communication development, global
journalism, and public relations and media
ethics in transitional countries and within new
digital media environments.
Adrian Warr, Manager Director, Edelman Hong
Kong.He has won a number of industry awards
for his work and is an Oxford graduate in
modern languages and literature. With 12 years
of experience in public relations, he has worked
with an array of clients including Google, Coca-
Cola,Warner Music, KFC, GE, American Express,
ArcelorMittal, Latham & Watkins and Boston
Consulting Group. Enjoying a wealth of executive
profiling experience, Warr has worked with the
leaders of companies including HSBC and Mars
as well as individuals such as Kofi Annan and
Princess Christina of Spain.

Andy Wong is Executive of Marketing and
Communications of IBM Hong Kong. He oversees
the company's efforts in capturing market
opportunities in IBM's franchise business,
making new markets in emerging growth areas,
and building and sustaining an IBM brand and
culture that are authentically one across the
market. With over 18 years of experience in
marketing
management
and
channel
management across IBM Hong Kong and Greater
China Group, Andy was a pioneer driving the
marketing transformation to extend IBMI to a
non-IT, CXO audience. He is now playing a
leading role in enabling the data-driven
marketing transformation in IBM Hong Kong.
YU Nan, Ph.D., is Associate Professor in the
Department of Communication at the North
Dakota State University. Her research focuses on
health
communication
and
communication
technology.She currently serves as the associate
editor of Asian Journal of Communication and
the research chair for the Mass Communication
and Society Division of AEJMC. Her research has
been supported by US funding agencies like
National Science Foundation, AEJMC Emerging
Scholars
Program,
and
Dakota
Medical
Foundation. She is also the founder of the
Interactive Media Lab at North Dakota State
University.

Ansgar Zerfass is Professor and Chair in
Strategic Communication at the University of
Leipzig,
Germany,
and
Professor
in
Communication and Leadership at BI Norwegian
Business School, Oslo,Norway. He serves the
academic community as, inter alia, Editor of the
"International
Journal
of
Strategic
Communication", USA, Past President of the
European
Public Relations
Education and
Research Association, Brussels, and Managing
Director of the Academic Society for Corporate
Management and Communication, an initiative
of 35 blue-chip
companies and
various
universities supporting research in corporate
communications.

CONFERENCE VENUE
SCC: Madam Kwok Chung Bo Fun Sports and Cultural Centre,HKBU
WLB:The Wing Lung Bank Building for Business Studies,HKBU
CVA: Communication and Visual Arts Building, HKBU
善衡校園
香港浸會大學
HO SIN HANG CAMPUS
HONG KONG BAPTIST UNIVERSITY
■设日本额
매■
Musle
URDD
副榭洪影视中心
Au Shue Hung
Centre tor Fim & Television
北N
Mdon
業易傳理中心
Commu
Sing Tae
Broadcast Drive
Commurication Contre
11
基督教教育中心
Christan Education
tion Cortre
（西■）
Oen Hafi Buldng(M
廣播道
Yeung Shul Sang Bunding
Chuk Yuen Road 竹園道
濟科學大樓
Cha Chi-ming Sclance Tower
總生紀念館
am MW Mong Cou■
御事公等
方数書
Fox
Shwu Chuen Library/Fong Shu Chuen Carpark
往業富 港鐵站
Mast Lung Ganden
To Lok Fu MTR Station
中基載等書
建新中心
Wal Hang
聯合道
Fran Cont
Sports Cantre
总■
住址
Kar Shirg Floe
Junction Road
逸夫校園
SHAW CAMPUS
Junction Road
全理
大일
Shaw Tower
感洪
2？書館
Au Shuf Hu
0
Memorial Library
聯校圆動中心
Joint Sports Centre
圖例Legend
永隆銀行商學大樓
Tra v Ln
行人入口
for Busness St
Pedestrian Entrance
中影事
車輌入口
Conlerence Centre
SCC & WLB
Vehicular Entrance
副紙일
住
公共巴士站
David
C.Lam
Bulding
九龍壊
Bus Stop
港鐵站
To
公共小巴站
律載教挙日
Light Bus Stop
Carps tde Ciremen
赛會生活動中心／强■失人
胡尹女土持■教育大楼
Jodkey
AGADemk
長會中醫藥院大樓
Jockey
Lb School
浸會大學道校園
of Chirse Matie.
idng
BAPTIST UNIVERSITY
單生宿素
Sludart Residance Haft
ROAD CAMPUS
□矿事参取）
Cepass C
信理货协大樓
Communication ane
CVA
Visuial Arne Bulding
Hereford Road 禧福道
7
聯福道
Renfrew Road
窩打老道
Waterloo Road

往港石硖尾站
ATR
合
位置圖
Location Plan
Nar Shan Building
澤安中心
Chat Oe Centre
石■尾公園
Shek Kip Mel Park
游泳池
Bal 11
签量
■球莹
C Hamany H
Chan Su Kau
a
那逸夫創？媒？中心
Hat (Ha )
李高■堂
Run Run Sha Cretve Med Cre
Loe Shae Kom
Hat (hal eh
赛群智堂
攀级交通
■民信■
方■华■
郵翼之楼
CAcactemy Hat
Hal 10
大■
Mong Mam
Chang Yicki-cnl
Academe
Exchange
小型epeth
總應洲？士理堂
Building
Gontee and Laty y W Hat
Cor Lrircor
总子書
Crt
(ad9)
St Besi
Fesntnan fmpy
Sitsty
中
赛常
IC Ht H
又一城
DHa1
Festival Walk
校发■质量
往港施九龍塘站
Alu Chity
■健業昕堂
To MTR
Hat Ohat 3
HSBC Prsrty
Koaloon Tong Station
王
RRSCMC: Run Run Shaw Creative Media Centre,City U
CONFERENCE VENUE

7
林
物何选择，290份
NOTES
4儿童广告伦理的分析框架的构建及
格■性分析
郑蓉
南京师港大8

NOTES
1要经省·幻蓄等的大学
多个物る
善田行绢：定据之法：
社会设计
1971■
2．倪瑞助
的湾好的大学
企业社会责任主形象，求取花触也认同感
与求取总意愿的总联性研究
打物应上社会落各面影响消费求取
已年
회묵
闪卷：207份（20-25）
法律
？度
台湾好的太吉陈映句
3
检验faeebook的沼费病群美主社会影响
规范性知会，曲
社会影响面＜
冷？■

NOTES
常恐理论关注对话巧播

Co-organized by
香港漫會大學
HONG KONG BAPTIST UNIVERSITY
人金■
傳理學院
School of Communic allion 
Ie  Dt
PRS
NNOHD
中天共关会
Cityu
gipgeAtg
Sponsored by
孔憲紹慈善基金
Hung Hin Shiu Charitable Foundation