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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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.


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)


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

Consultancy and Languages


  • 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.


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

Supervision and 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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