Hong Kong Baptist University      School of Communication 


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.

Insights into one or more of the following, indicative topics are especially welcome:

  • Reflection and reconstruction of public relations theories in modern society
  • Review of public relations research topics
  • Strategic communications in digital economy
  • Applications of strategic communication theories in local context
  • Big data application in strategic communication studies
  • Digital/social media and human behavior changes
  • Political communications, civic engagement, and social change
  • Public identification and types of publics
  • Social movement or activist media relations
  • Journalism, business models, and media convergence
  • Data journalism and data visualization
  • Innovative management and internal communication
  • Strategic communications for interactive (social) marketing
  • Impact of social media on public relations or advertising agency models
  • Communication ethics in the new media environment
  • Management of social/new media platforms and community
  • Measurements and evaluation of strategic communication
  • Multi-media content creation and storytelling

Abstract Submissions


All abstract submissions must be completed online no later than 23:30, 30 August 2016 (Hong Kong Time) at http://www.comm.hkbu.edu.hk/prsc_prad/submission. To avoid technical problems, early submission is strongly encouraged.

Authors should send a two-page PDF document.

  1. The first page should include the following information only:
    • Paper title
    • Abstract (150-300 words in Chinese or 600-800 in English)
    • Citations should be listed in a footnote. Citations containing author identity should be avoided

  2. On the second page, please include the following:
    • Paper title
    • All author names, affiliations, and short bios (100 words in Chinese and 200 in English maximum)
      listed in the order of authorship
    • Corresponding author and email address

Abstract submissions should be Times New Roman Font, 12-point, 1.5 spacing with 1 inch margins, APA style.

An abstract and a bio in English are also required for Chinese Paper Submission.

Abstract Acceptance Announcements

Acceptance/rejection letters will be sent out on 14 September 2016.

Submitting an abstract commits at least one author of any accepted submission to register for the conference, attend and present the research in person.

Paper Submissions

Full papers of accepted abstracts that the author(s) wishes to be considered for publication should be submitted online by 30 November 2016.


Paper Publications

Best English conference papers in the field of strategic communication will be selected for publication in a special issue of the International Journal of Strategic Communication (Taylor & Francis / Routledge) entitled “Strategic Communication in Greater China and Asia”. The journal provides an interdisciplinary forum for research on the purposeful use of communication by organizations. Articles published in the journal should cross research traditions of public relations, marketing or organizational communication and focus on the alignment of communication with organizational strategies and its contribution to fulfilling organizational missions.

Best Chinese conference papers will be selected for publication in a special issue of Communication & Society. The journal is a joint publication of the Centre for Chinese Media and Comparative Communication Research, School of Journalism and Communication, The Chinese University of Hong Kong and the Centre of Media and Communication Research, School of Communication, HKBU. It is the affiliate journal of the International Communication Association and listed in the Taiwan Social Science Citation Index (TSSCI).

Student Paper Awards

Top Student Papers will be awarded to the 3 best projects authored by post-graduate students.