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1 PRSC & 9 PRAD Conference Conference Themes 1st PRSC & 9th PRAD Conference The 1st Annual Conference of the Public Relations Society of China (PRSC) and the 9th International Forum on Public Relations & Advertising (PRAD) and the 3rd Strategic Communication are jointly held at Hong Kong Baptist University in Hong Kong on December 3-6, 2016. The conferences are co-organized by the Hong Kong Baptist University, City University of Hong Kong and the Public Relations Society of China. This year, the conferences have three keynote speeches given by Professor Timothy Coombs, Professor Don Stacks and Professor Ansgar Zerfass. There are a total of 163 papers being presented at the conferences. Paper presenters come from Mainland China, Hong Kong, Taiwan, Macao, South Korea, Sweden, the United States, Australia, Slovak Republic, Germany and Kyrgyzstan. Conference Themes As local environments (i.e., political, economic, technological, media, cultural and social systems) in greater China are rapidly changing, the existing theories and practices of communication and its related disciplines (public relations, journalism, advertising, etc.) should be closely reviewed. The theme of the 9th conference is “Reconceptualization and Refinements: From Journalism to Strategic Communication” and that of the 1st PRSC conference is “Constructing Public Relations in the Chinese Context.” Both themes are, therefore, aimed at conceptualizing and refining the theories and practices of strategic communication in this region. This year’s conference papers cover 15 research areas in strategic communication: advertising, branding, crisis communication, health communication, image building, journalism (data journalism and media convergence), marketing, media effects, persuasion, political communication, public affairs, public diplomacy, public relations, social media, and storytelling. Table of Content Section A- Keynote Address SPEAKER PAGE Prof. W. Timothy Coombs ...................................................................................................................... I Prof. Don W. Stacks .......................................................................................................................... VIII Prof. Ansgar Zerfass ........................................................................................................................ XXV Section B - Abstracts AUTHOR PAGE Bae, Young Soo ...................................................................................................................................... 1 Cen, Yue ................................................................................................................................................. 3 Chan, Fong Yee ...................................................................................................................................... 6 Chan, Kara & Yeung, Nai Chi Jonathan .............................................................................................. 8 Chan, Terri H., Chen, Rocky Peng & Tse, Caleb H. ............................................................................ 10 Chang, Jiang ......................................................................................................................................... 14 Chang, Yuhmiin ................................................................................................................................... 15 Chen, Baonian ...................................................................................................................................... 17 Chen, Ching-tsao & Xiang, Qian ......................................................................................................... 18 Chen, Ouyang & Weng, Shujing .......................................................................................................... 19 Chen, Pei-I ............................................................................................................................................ 20 Chen, Wei ............................................................................................................................................. 21 Chen, Xianhong .................................................................................................................................... 22 Chen, Xiaotao & Li, Junxin .................................................................................................................. 23 Chen, Ying-Yun & Hsiao, Cheng-Chieh .............................................................................................. 24 Chen, Yiqun ......................................................................................................................................... 25 Chi, Hsu-Hsien ..................................................................................................................................... 26 Choy, Christine Hiu Ying ..................................................................................................................... 29 Dai, Xin, Guo, Ruitong & Xu, Minghua .............................................................................................. 32 Deng, Liangqi ....................................................................................................................................... 34 Deng, Lifeng ......................................................................................................................................... 35 Dong, Tiance, Guo, Yi & Liang, Chenxi & He, Xu ............................................................................. 36 Du, Guoqing, Chen, Yi & Li, Yueyue .................................................................................................. 38 Fan, Chuanguo ..................................................................................................................................... 40 Fan, Fei ................................................................................................................................................. 41 Fan, Hong ............................................................................................................................................. 42 Fang, Ruolin ......................................................................................................................................... 43 Feldman, Alison ................................................................................................................................... 44 Fu, Yujiao ............................................................................................................................................. 46 Fung, Maggie ....................................................................................................................................... 47 Fung, Timothy K. F., Ng, Yu Leung , Lam, Man Fai & Lee, Kelvin K. W. ........................................ 50 Gong, He & Guadagno, Rosanna ......................................................................................................... 52 Guan, Wenjuan ..................................................................................................................................... 54 Guo, Xiaoan ......................................................................................................................................... 55 He, Chunhui ......................................................................................................................................... 56 He, Jianping & Wang, Yiou ................................................................................................................. 57 He, Likai ............................................................................................................................................... 59 Hu, Baijing & Gao, Ge ......................................................................................................................... 60 Hu, Yuanzhen ....................................................................................................................................... 62 Hu, Yue ................................................................................................................................................ 64 Huang, Dongsheng ............................................................................................................................... 66 Huang, Lei & Yeo, Tien Ee .................................................................................................................. 67 Huang, Qing ......................................................................................................................................... 70 Huang, Qiongyao & Wang, Lina .......................................................................................................... 73 Huang, Yi-Hui Christine, Ao, Song, Ip, Chingyin & Lu Yuanhang .................................................... 74 Ji, Yingru, Kim, Sora & Zhou, Yanmengqian ...................................................................................... 77 Jia, Lerong ............................................................................................................................................ 80 Jiang, Lan ............................................................................................................................................. 81 Jiang, Weiwei ....................................................................................................................................... 82 Lai, Boru ..............................................................................................................................................
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