Dr Flora Hung-Baesecke staff profile picture

Contact details +64 (09) 414 0800  ext. 43303

Dr Flora Hung-Baesecke

Senior Lecturer

School of Communication, Journalism and Marketing

I am committed to quality research. Currently, I serve on the Editorial Board for Journal of Public Relations Research and Communication Research Reports. I was invited for guest lectures for sharing my research in the Greater China area. In 2012, I was invited as the keynote speaker at the CSR Summit conference in Beijing China and also the keynote speaker in 2009 in the First Conference on Public Relations Education in Greater China in Beijing. I published her research in international academic refereed journals, e.g. Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Communication Management, Public Relations Review, International Journal of Strategic Communication, Communication Research Reports, and Asian Journal of Communication. I also publishes her research in edited book chapters. I have presented research papers in international academic public relations conferences. My research paper on organization-public relationships won the Faculty Top Paper in the Public Relations Division in the International Communication Association Annual Conference in 2004 and the research on risk communication won the 2015 Koichi Yamamura International Strategic Communication Award in the International Public Relations Research Conference. In 2009, the Summit Conference on the Future of Public Relations in China I organized for Hong Kong Baptist University was the winner in the category of Leadership and Development of the Gold Standard Awards from Public Affairs Asia.

My view on public relations (communication management) has always been that the functions of public relations should be managed strategically so that it brings the financial and non-financial contributions to an organization's effectiveness. As a result, my research interests have been developed around this approach. I have engaged in the research projects on the following topics: relationship management, corporate social responsibilities, stakeholder engagement, employee communication, social media, reputation management, leadership, and crisis communication. I enjoy engaging with the industry so that I can bring updated insights to my students and develop research ideas.

I received my Bachelor’s degree from the Department of Library Science in National Taiwan University, M.A. degree in Public Relations from Boston University, where Dr. Otto Lerbinger was her advisor and my Ph.D. degree from University of Maryland, College Park, where Dr. James Grunig was her advisor. My research interests are stakeholder engagement, relationship management, strategic management, corporate social responsibility, reputation management, crisis communication, social media, and employee communication. 

Before joining Massey University, I was the Associate Director for Center for Media and Communication Research and the public relations program option coordinator at Hong Kong Baptist University. I am also the Special Overseas Board Member for Public Relations Society of China and the Academic Committee member in China International Public Relations Association. In 2015 and 2016, I was awarded Arthur W. Page Legacy Grant by Arthur W. Page Center. I was also named one of the 2009 Top 100 PR People in China and the 2014 Educator Fellow by the Plank Center for Leadership in Public Relations.

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Professional

Contact details

  • Ph: 09 4140800 extn 43303
    Location: QA3.60, Quad A
    Campus: Albany

Prizes and Awards

  • The proposed study investigates the effect of creating shared value (CSV) on public trust in business and the chief executive officer (CEO) characters and competencies for effective CSV. Results of this study will advance the understanding of CSV as a trust contributor and thereby encourage CSV applications among corporations in practice. The results will also shed light on how public relations professionals can contribute to stakeholder engagement for the creation of shared values by managing the public perception of CEOs via strategic sustainability communication. - Arthur W. Page Center (2016)

Research Expertise

Research Interests

Relationship Management

Stakeholder engagement

Social Media

Corporate Social Responsibility (CSR)

Strategic Management of Public Relations

Crisis Communication

Reputation Management

Research Opportunities

  • 21st Century Citizenship  (01/01/2015) I am especially interested on how organizations should engage with internal and external stakeholders and contribute to the society.

Thematics

21st Century Citizenship

Area of Expertise

Field of research codes
Communication and Media Studies (200100): Communication Technology and Digital Media Studies (200102): International and Development Communication (200103): Languages, Communication And Culture (200000): Organisational, Interpersonal and Intercultural Communication (200105)

Keywords

Corporate social responsibility

Stakeholder engagement

Relationship Management

Employee communication

Social media

Strategic management of public relations

Crisis communication

Reputation management

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 1 0

Research Outputs

Journal

Meng, J., Jin, Y., & Hung-Baesecke, CJF. (2016). The Role of Leadership Development in Issues Management: An Online Survey of Communication Practitioners in the Greater China Area. International Journal of Strategic Communication. 10(5), 410-425
[Journal article]Authored by: Hung-Baesecke, C.
Flora Hung-Baesecke, CJ., Chen, YRR., & Boyd, B. (2016). Corporate social responsibility, media source preference, trust, and public engagement: The informed public's perspective. Public Relations Review. 42(4), 591-599
[Journal article]Authored by: Hung-Baesecke, C.
Chen, YR., Hung-Baesecke, CF., & Kim, JN. (2016). Identifying active hot-issue communicators and subgroup identifiers: Examining the situational theory of problem solving. Journalism & Mass Communication Quarterly. , 1-24
[Journal article]Authored by: Hung-Baesecke, C.
Bowen, S., Hung-Baesecke, CF., & Chen, YR. (2016). Ethics as a pre-cursor to organization-public relationships: Building trust before and during the OPR model. Cogent Social Sciences. 2(1), 1-19 Retrieved from http://www.tandfonline.com/loi/oass20#.Vt9kjOZ_yv4
[Journal article]Authored by: Hung-Baesecke, C.
Men, LR., & Hung-Baesecke, CJF. (2015). Engaging employees in China: The impact of communication channels, organizational transparency, and authenticity. Corporate Communications. 20(4), 448-467
[Journal article]Authored by: Hung-Baesecke, C.
Chen, YRR., & Hung-Baesecke, CJF. (2014). Examining the Internal Aspect of Corporate Social Responsibility (CSR): Leader Behavior and Employee CSR Participation. Communication Research Reports. 31(2), 210-220
[Journal article]Authored by: Hung-Baesecke, C.
Meng, J., Jin, Y., & Hung-Baesecke, FCJ. (2013). Top issues and responsive strategies in public relations practice: An empirical assessment in the Greater China area. Public Relations Review. 39(5), 597-599
[Journal article]Authored by: Hung-Baesecke, C.
Men, LR., & Hung, CJF. (2012). Exploring the Roles of Organization-Public Relationships in the Strategic Management Process: Towards an Integrated Framework. International Journal of Strategic Communication. 6(2), 151-173
[Journal article]Authored by: Hung-Baesecke, C.
Hung, CJF., & Chen, YRR. (2009). Types and dimensions of organization-public relationships in greater China. Public Relations Review. 35(3), 181-186
[Journal article]Authored by: Hung-Baesecke, C.
Hung, CJF. (2005). Exploring types of organization-public relationships and their implications on relationship management in public relations. Journal of Public Relations Research. 17(4), 393-426
[Journal article]Authored by: Hung-Baesecke, C.
Flora Hung, CJ. (2004). Cultural influence on relationship cultivation strategies: Multinational companies in China. Journal of Communication Management. 8(3), 264-281
[Journal article]Authored by: Hung-Baesecke, C.
Hung, CJF. (2003). Relationship building, activism, and conflict resolution - A case study on the termination of licensed prostitution in Taipei City. Asian Journal of Communication. 13(2), 21-49
[Journal article]Authored by: Hung-Baesecke, C.

Book

Hung-Baesecke, CF., & Bowen, S. (2016). Ethical social engagement at the time of a crisis. In Social media and crisis communication.
[Chapter]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CJF., & Chen, YRR. (2015). Factoring culture into relationship management theory: Cultivation strategies and traditional chinese value orientations. In Public Relations As Relationship Management: A Relational Approach To the Study and Practice of Public Relations: Second Edition. (pp. 217 - 239).
[Chapter]Authored by: Hung-Baesecke, C.
Grunig, JE., & Hung-Baesecke, CJF. (2015). The effect of relationships on reputation and reputation on relationships: A cognitive, behavioral study. In Public Relations As Relationship Management: A Relational Approach To the Study and Practice of Public Relations: Second Edition. (pp. 63 - 113).
[Chapter]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Chen, YR. (2015). Factoring culture into relationship management theory: Cultivation strategies and traditional Chinese value orientations. In EJ. Ki, JN. Kim, & J. Ledingham (Eds.) Public relations as relationship management: A relational approach to the study and practice of public relations. (pp. 217 - 239). : Taylor and Francis
[Chapter]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF. (2014). Success through stakeholder engagement: The Starbucks example. In J. Turk, J. Valin, & J. Paluszek (Eds.) Public Relations Case studies from around the World. (pp. 69 - 99). : Peter Lang
[Chapter]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CJF., Jin, Y., & Meng, J. (2014). Public relations leadership in the Chinese-speaking countries: Talent development in the dynamic, digital age. In Public Relations Leaders as Sensemakers: A Global Study of Leadership in Public Relations and Communication Management. (pp. 141 - 155).
[Chapter]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Chen, YR. (2014). China: A profession shaped by the social, political, and economic evolutions. In T. Watson (Ed.) Asian Perspectives on the Development of Public Relations: Other Voices.
[Chapter]Authored by: Hung-Baesecke, C.
Kim, JN., Hung-Baesecke, CJF., Yang, SU., & Grunig, JE. (2013). A Strategic Management Approach to Reputation, Relationships, and Publics: The Research Heritage of the Excellence Theory<sup>1</sup>. In The Handbook of Communication and Corporate Reputation. (pp. 197 - 212).
[Chapter]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CJF., & Chen, YRR. (2013). The effects of organization-public relationship types and quality on crisis attributes. In Public Relations and Communication Management: Current Trends and Emerging Topics. (pp. 225 - 243).
[Chapter]Authored by: Hung-Baesecke, C.
Hung, CF., & Wong, I. (2008). Organization–stakeholder relationships, crisis responsibilities, and crisis-response strategies. In B. Van Ruler, A. Vercic, & D. Vercic (Eds.) Public Relations Metrics: Research and Evaluation. : Lawrence Erlbaum Associates
[Chapter]Authored by: Hung-Baesecke, C.
Hung, CJF. (2006). Toward the theory of relationship management in public relations: How to cultivate quality relationships?. In The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation. (pp. 443 - 476).
[Chapter]Authored by: Hung-Baesecke, C.
Hung, CF., & Cai, D. (2004). How relevant is trust anyway?: A cross-cultural comparison of trust in organizational and peer relationships. In G. Cheney, & G. Barnett (Eds.) International and Multicultural Organizational Communication. (pp. 73 - 104). : Hampton Press
[Chapter]Authored by: Hung-Baesecke, C.
Hung, CF., & Chen, YR. (2004). Glocalization: Public Relations in China in the Era of Change. In K. Sriramesh (Ed.) Public Relations in Asia: An Anthology. (pp. 29 - 62). : Thomson Learning
[Chapter]Authored by: Hung-Baesecke, C.

Conference

Hung-Baesecke, CF., Stacks, DW., Coombs, WT., Chen, YRR., & Boyd, B.From corporate social responsibility to creating shared value: A comparison study from the communication perspective in the US and China.. . Orlando, Florida, USA
[Conference Paper]Authored by: Hung-Baesecke, C.
Oh, HJ., Chen, YRR., & Hung-Baesecke, CF.Exploring effect of post-crisis CSR on reputation restoration from the public’s perspective: A Comparative study of China and South Korea.. . Hong Kong
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., MacNamara, J., Zerfass, A., Chen, YR., Boyd, B., & Zhang, N.Social media competence and public trust in the Chinese speaking region and the Oceania: A comparison study. . Wellington, New Zealand
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., Chen, YR., Yang, C., Jin, Y., & Li, A.Corporate WeChat communication in China: Examining institutional factors, media richness, content type, and public engagement. . Fukuoka, Japan
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., Chen, YR., & Boyd, B.Testing CSR as a trust driver among Millennials and non-Millennials in developed and BRIC countries.. . Fukuoka, Japan
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., Stacks, D., Coombs, T., Chen, YR., & Boyd, B.The effects of corporate social responsibility and creating shared value on public trust, and public supportive behavior: A comparison. . Miami, USA
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., Chen, YR., & Kim, JN.Social amplification of problem chain-recognition effect on public policies: Escalated issue spillover from government distrust and media use.. . Miami, Florida, USA
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Men, LR.Building an authentic enterprise in China: Roles of leadership, strategic communication, and effects on employee engagement. . San Juan, Puerto Rico
[Conference Paper]Authored by: Hung-Baesecke, C.
Chen, YRR., Hung-Baesecke, CJF., & Kim, JN.(2017). Identifying Active Hot-Issue Communicators and Subgroup Identifiers: Examining the Situational Theory of Problem Solving. Paper presented at the meeting of Journalism and Mass Communication Quarterly
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Bowen, S.Ethical social media engagement in a time of crisis.
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Men, LR.Engaging employees in the social era in China: Effects of communication channels, transparency, and authenticity. . Montreal, Canada
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., Chen, YR., & Muller, M.Governance of CSR communication - An international benchmark study on organizational structures enabling and restricting corporate social responsibility communication. . Miami, Florida, USA
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Bowen, S.Is ethics a precursor to authentic organization-public relationships?. . Athens, Greece
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Chen, YR.The effects of leadership on CSR initiatives in a cross-cultural context.
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Men, LR.Exploring the roles of organization-public relationships in the strategic management process: Towards an integrated framework.
[Conference Paper]Authored by: Hung-Baesecke, C.
Hung-Baesecke, CF., & Chen, R. (2013). Governance of CSR communication: An international benchmark study on organizational structures enabling and restricting corporate social responsibility communication. : International Public Relations Research Conference
[Conference Paper in Published Proceedings]Authored by: Hung-Baesecke, C.

Consultancy and Languages

Consultancy

  • September 2009 - April, 2011 - Hong Kong Baptist University
    Conference Convenor, A Summit Conference on Public Relations in Greater China (2009 & 2011)
  • Oct 2005 - Sep 2006 - Hong Kong Police Force
    I was commissioned on a research project by Hong Kong Police Force for conducting a study on integrating its internal and external communication system.

Languages

  • English, Mandarin Chinese, Taiwanese
    Last used: English
    Spoken ability: Excellent
    Written ability: Excellent

Supervision and Teaching

Teaching

I have taught the following courses:

Issues in Corporate Communication (postgraduate course)

Strategic Management and Crisis Communication (postgraduate course)

Organizational Communication (postgraduate course)

Public Relations Theory

Criiss Communication

Public Rleations Writing

Advanced Public Relations Writing

I also have supervised the practicum for public relations and advertising students

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