Chen Xianhong，Female，Doctor，Outstanding Scholar in Central China, Professor, Doctoral Supervisor，Advertising

Brithday：Mar. 1967

E-mail：chenxianhong@hust.edu.cn

Education experience：

Bacholor of History, School of Journalism and Communication, Renmin University of China

Master of Arts, School of Journalism and Information Communication, Huazhong University of Science and Technology

Doctor of Management, School of Management, Huazhong University of Science and Technology

Oct. 2002, Visiting Scholar, School of Journalism and Communication, The Chinese University of Hong Kong

Apr. 2004-Oct. 2004, Senior Visiting Scholar, School of Journalism and Communication, University of Queensland, Australia

Apr. 2006-May 2005, Visiting Scholar, Department of Media and Communication, City University of Hong Kong

Employmentexperience：

July 1988-Apr. 2000, Wuhan University of Technology, Teaching Assistant, Lecturer, Associate Professor

Since Apr. 2000, School of Journalism and Information Communication of Huazhong University of Science and Technology, Professor, Doctoral Supervisor

Since Sep. 2010, Macau University of Science and Technology，Adjunct Professor, Doctoral Supervisor

Oct. 2000-Feb. 2006, Department of Communication, School of Journalism and Information Communication of Huazhong University of Science and Technology, Deputy Director

Mar. 2006-Nov. 2010, Department of advertising, School of Journalism and Information Communication of Huazhong University of Science and Technology, Deputy Director

Oct. 2008-Nov. 2010, School of Journalism and Information Communication of Huazhong University of Science and Technology, Assistant Dean

Nov. 2010-Apr. 2018, School of Journalism and Information Communication of Huazhong University of Science and Technology, Associate Dean

Since Nov. 2019, Institute for Creative Communication of Chinese Story (ICCCS) , Dean

Research Keywordspublic relations and strategic communication; national narrative and international communication; new media and brand communication

Professional Affiliations:

Part-time government jobs:

Member of the Hubei Provincial CPPCC

Vice President of the Hubei Provincial NSSA and President of the Network Community Association

Part-time academic jobs:

Vice President of Chinese Association for History of Journalism and Communication

President of the Public Relations Society of China (PRSC)

Co-chair of International Forum on Public Relations and Advertising (PRAD)

Special Issue Co-editor of Public Relations Review

Main Research Projects& Papers and Books Finished or Now Engaged

Main Research Projects:

Vertical projects：

（1）Major research project of Ministry of Education of the People’s Republic of China: Research on Telling Chinese Good Stories and Promoting China’s International Discourse Power and Cultural Soft Power（17JZD038）

（2）Research project of the National Social Science Fund of China: The“meta narrative”Communication Strategy of Telling Good Chinese Stories（16BXW046）

（3）Research project of the National Social Science Fund of China: Research on the Public Relations Strategy of Government Regulation of New Media（08BXW026）

（4）Major research project of China Foreign Languages Publishing Administration: Research on the Evaluation Standard System of Chinese Good Stories

（5）Key project of electronic audio and video Publishing of Publicity Department of the Communist Party of China: China story: Traditional Chinese Culture Stories, Modern China Development Stories, Global China Open-up Stories

（6）Major research project of Ministry of Education of the People’s Republic of China-Innovative Experimental Zone of talent training mode: Innovative Practice of Cultural Quality Education of Hongshulin Creative Planning Team

（7）Suggestions on Public Opinion Communication Strategy Based on the Application of Blockchain Technology（adopted by Publicity Department of the Communist Party of China, 2018）

（8）Research project of the National Social Science Fund of China: Research on the Communication Strategy of China’s National Image under the Cross-cultural Background

（9）Research project of China Foreign Languages Publishing Administration: Research on the Current Situation and Countermeasures of the Communication of Chinese Core Values

（10）Research Project of the key liberal arts base in Hubei Province: Research on Relationship Communication and Blog Influence

（11）Research Project of Hubei Provincial Development and Reform Commission: Research on Eco Cultural Tourism Resources in Western Hubei Circle

（12）Hubei Provincial Law Society: Discussion on the Relationship between“Sanzhi integration”and Intelligent Governance

（13）Publicity Department of Hubei provincial Party committee: The First International Contest for Creative Communication of China Story

（14）Research project of the National Social Science Fund of Hubei Province: Research on Risk Assessment and Response of Hot Public Opinion Events in Network

（15）Research Project of Hubei Provincial Development and Reform Commission: Research on the Brand Development Strategy of the Internet plus Western Hubei Circle

（16）Research Project of Hubei Provincial Development and Reform Commission: Research on Brand Image Construction in Western Hubei Circle

（17）Research Project of Hubei Provincial Development and Reform Commission: Research on the Development of Taoist Culture and Tourist Commodities in Wudang Mountain, Hubei Province

（18）Research Project of Hubei Provincial Development and Reform Commission: Planning for the Hometown of Yandi Shennong-Dahongshan Tourist Area in Hubei Province

（19）Research Project of Hubei Provincial Development and Reform Commission: Research on the Advertising Cultural Landscape along the Road of one River and Two mountain in Hubei Province

（20）Research project of China Foreign Languages Publishing Administration: Research on the External Communication of Spring Festival Stories

（21）Video open class in Hubei Province: Wisdom of Public Relations

Horizontal projects:

（1）Research on the Construction of Enterprise Culture of China Changjiang Bunke (Sinopec) Co.Ltd

（2）Research Project of Nanshan District, Anyang City: Research on the Development Strategy of Huanhe Cultural Tourism in Anyang, Henan Province

（3）Research Project of Yulong Travel Corporation in Suizohu, Hubei Province: Research on the Brand Development Strategy of Journey to the West

（4）Research on Integrated Communication Strategy for Hongkong Kinmux

（5）Research on the Brand Development Strategy for HLA in Jiangsu Province

（6）Brand Promotion Planning for Hangzhou BEST

（7）Integrated Communication Planing for Shanghai Naier

（8）Advertising Planning for Geely Mars Popcorn

（9）Research on Hubei Media Database for Ketchum

（10）City Brand Planning of Water City in the East for Suzhou Tourism Bureau

（11）Planning for Puhe New City in Shenyang Shenbei New District

（12）Regional Development Planning for Jiaxing Nanhu

（13）Keypoint: Subject Construction of Public Relations in Huazhong University of Science and Technology

（14）Brand Development Strategy Planning for China Nonggu Qujialing

（15）Research on Tourism Development Strategy for Yaozhihe Village in Hubei Province

（16）Research on Brand Strategy of Intangible Heritage Protection for Hubei Shibajiang

（17）Research on Education Brand System for Changjiang Polytechnic Art and Engineering

（18）Research on Education Brand System for Poly Hele Education

（19）Research on System of Cultural Education for Hefei College of Finance & Economics

（20）Research on Brand Development Strategy for Hefei College of Finance & Economics

Papers Finished:

（1）Constructing Positive Public Relations in the Context of Organization-Public Dialogue in China[J].Journalism And Mass Communication Monthly, 2020(06):71-80.

（2）“Telling a Good Chinese Story”: National Position, Discourse Strategy and Communication Strategy[J]. Modern Communication(Journal Of Communication University Of China), 2020,42(01):40-46+52.

（3）The Strategy of Public Opinion Communication in the Background of the Latest Internet Technology[J].Journal Of Wuhan University Of Technology(Social Sciences Edition), 2019,32(03):1-6.（Full text reprinted in Xinhua Digest, issue 16, 2019）

（4）National Narrative in the Context of Global Governance: an Intertextual Narrative Model of“Telling a Good Chinese Story”[J]. Journalism & Communication, 2019,26(07):17-32+126.

（5）The Construction of the Evaluation Index System of Chinese Good Stories[J].News And Writing,2019(07):19-23.

（6）Intertextual Mechanism of Cross Media Narrative[J].Journalism And Mass Communication Monthly,2019(05):35-41.

（7）The Integrated Narrative Strategy of Telling a Good Chinese story[J].News And Writing,2019(05):43-47.

（8）Positive Public Relations: the Localization of Public Relations Research in China[J].Journalism Research,2019(04):87-99+119-120.（Full text reprinted in Xinhua Digest, issue 22, 2019）

（9）Review of Western Public Relations Researches in 2017[J].Journalism & Communication Review,2018,71(06):93-104.

（10）Analysis on USP Concept and Strategy of Chinese Spring Festival Stories’External Communication[J].Media,2018(15):61-64.

（11）Research on the Ideological and Behavioral Roots and Formation Mechanism of the Stigmatization of Public Relations in China[J].Journalism And Mass Communication Monthly,2018(05):22-29.

（12）Strategic Shift of China's Public Relations in the Era of Big Data An Exploratory Research Based on Grounded Theory[J].Journal of International Communication,2017,39(06):20-41.（Full text reprinted in Xinhua Digest, issue 6, 2017）

（13）The Contribution of Quantitative Research to the Development of Public Relations Theory——Content Analysis of Papers in PR Review and PR Research[J].Modern Communication(Journal Of Communication University Of China),2017,39(01):57-61.

（14）Imagination of Public Relations: Perspective, Theory and Method[J].Modern Communication(Journal Of Communication University Of China),2016,38(05):27-35.

（15）The World View of Strategic Communication: an Empirical Study of Multiple Cases[J].Journalism Research,2016(01):96-104+150.

（16）The Strategic Conception of National Public Relations on the Communication of Core Values[J]. Modern Communication(Journal Of Communication University Of China),2015,37(06):25-31.

（17）Grassroots NGO’s Virtual Mobilizing Structure: A Case Study about Sina Weibo Profile of China Alliance of PLWHA[J].Journal of International Communication,2015,37(04):142-156.

（18）Dialogue Communication and Social Capital of Government Agencies in Web2.0 Environment[J]. Modern Communication(Journal Of Communication University Of China),2014,36(10):55-60.

（19）The Emerging“Cognitive Community”: a Comparative Study of Professional Cognition of Public Relations Practitioners in Mainland China and Taiwan[J]. Journalism & Communication, 2014,21(02):35-55+126-127.

（20）Investigation and Analysis of the Present Situation of Public’s PR Perception in China[J].Journal of International Communication,2014,36(02):42-57.

（21）Theories, Frameworks and Issues: A Comparative Study on Crisis Communication Research between China and Western Countries[J].Journal of International Communication, 2013,35(05):26-32.

（22）The Isomorphism of Professionalism: an Analysis of the Professional Relationship between Journalism and Public Relations from the Perspective of Ecology[J].Journalism Research,2013(02):98-104.

（23）How Professionalism and Public Relations Affect News Coverage: Analysis of the Involvement of Chinese Mainland Newspapers in 2001-2010[J].Modern Communication(Journal Of Communication University Of China),2012,34(12):36-41.

（24）Methods of Theoretical Contribution of Quantitative Researches in Public Relations：A Content Analysis of Quantitative Papers in Public Relations Review and Journal of Public Relations Research[J].Journal of International Communication,2012,34(05):101-105+126.

（25）Dual Discourse Context: The Interaction Model of China Official Discourse and Unofficial Discourse within Public Crisis Communication[J].Journal of International Communication, 2010,32(08):21-27.

（26）Constructing PR theories: a paradigm of ecology[J].Journalism Research,2009(04):116-125.

（27）Public Relations Ethics in China: Theories and Practice[J].Journal of International Communication,2009(11):6-10.

（28）Blog Influence Measurement Based on Social Network Theory[J].Modern Communication(Journal Of Communication University Of China),2009(01):117-121.

（29）Public Diplomacy in the Construction of China’s Cultural Image: Taking the“Eating Dumpling at Spring Festival for Family Reunites”Sayings as an Example[J].Journal of International Communication,2008(11):52-57.

（30）New Media is Relationship[J].Modern Communication(Journal Of Communication University Of China),2006(03):54-56.

（31）Public Relations and Social Responsibility[J].Economic Management,2005(15):19-21.

（32）The asymmetry of Advertising Information[J].Modern Communication(Journal Of Communication University Of China),2004(02):117-118.

（33）Rational Thinking on Advertising Culture[J].Modern Communication(Journal Of Communication University Of China),2003(02):131-132.

（34）The Consumer Oriented Principle of Brand Communication[J].Modern Communication(Journal Of Communication University Of China),2002(01):45-48.

（35）Constructing positive public relations in China: Integrating public relations dimensions, dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang[J]. Public Relations Review, 2020, 46(1):101770-101770.

（36）Moving forward the dialogic theory of public relations: Concepts, methods and applications of organization-public dialogue[J]. Public Relations Review, 2020, 46(1):101878-101878.

（37）A Comparative Study of Strategic Communication Application by Chinese and Foreign-Owned Enterprises to Brand Crisis Management [J]. International Journal of Arts & Sciences,2017,09(4):175-190.

（38）From excellence to sunshine public relations:A modified general theory for Chinese public relations[J].Humanities and Social Sciences Review, 2017,07(01):337-348.

（39）How public relations functions as news sources in China[J]. Public Relations Review, 2012, 38(5):697-703.

（40）The image of the united states in the chinese media: An examination of the evaluative component of framing[J]. Public Relations Review, 2012, 38(5): 676-683.

（41）Relational Corporate Social Responsibility: Pubic Relations Implications in Culturally Confucius China[J]. International Journal of Business and social science,2010,1(3): 118-124.

（42）Advertising Wounds, Public Relations Cure: Corporate Social Responsibility perspective in China[J].International Journal of Business and Social Science,2010,1(2): 137-151.

New media as relations[J].Chinese Journal of Communication, 2009,2(3):367-379.

Books Finished:

（1）Public Relations Ecology Perspective（Huazhong University of Science & Technology Press,2006)

（2）Principles of Public Relations（Wuhan University Press, 2007）

（3）Modern Public Relations（Higher Education Press, 2009）

（4）Research on Public Relations under the Paradigm of Relationship（Huazhong University of Science & Technology Press, 2010）

（5）Modern Public Relations（Second Edition）（Higher Education Press, 2009）

（6）Advertising（Third Edition）（Anhui People’s Publishing House, 2006）

（7）Advertising Creative Planning（Third Edition）（Fudan University Press, 2007）

（8）New Media and Public Relations Research（Wuhan University Press, 2009）

（9）Crisis Management and Integrated Strategy Communication（Wuhan University Press, 2010）

（10）Blue Book of Public Communication Research: Report on China’s Crisis Public Relations Cases（2011）（Huazhong University of Science & Technology Press, 2012）

（11）Blue Book of Public Communication Research: Report on the Development of Social Media in China（2013）（Huazhong University of Science & Technology Press, 2013）

（12）Guide to Advertising（Beijing Normal University Publishing House, 2014）

（13）Public Relations Planning（Foreign Language Teaching and Research Press, 2015）

（14）Annual Report an China Public Relations（2014）（Huazhong University of Science & Technology Press, 2015）

（15）Public Relations Theories for Contemporary China（Volume I and II）（Communication University of China press, 2018）

Lecture Resources:

Provincial video open course:“Wisdom of Public Relations”

Courses:

Undergraduate courses: Principles of Public Relations

Master’s courses: Theory and Practice of Chinese and foreign Public Relations

Doctoral courses: Research on Public Relations Theories

Main Awards：

2021, Telling Good Stories of Hubei Province and Promoting the Cultural Soft Power, Second prize of Hubei Development Research（2018-2019）

2020, Theoretical Thinking and Countermeasures of the United Front Work of Internet Celebrity, Third prize of national united front theory and policy research innovation achievements

2020, Public Relations Theories for Contemporary China（Volume I and II）, Second prize of the sixth“excellent academic award”of Chinese Association for History of Journalism and Communication

2020,“Advanced individual for Preventing COVID-19 of Huazhong University of Science and Technology”

2018,“Influential Figures for Reform and Opening up and Public Relations in the Past 40 Years”

2018, Public Relations Ecology Perspective,“Influential Works for Reform and Opening up and Public Relations in the Past 40 Years”

2018,“Jingchu Famous Advertising Master”

2015, The Strategic Conception of National Public Relations on the Communication of Core Values,“Excellent Thesis Award of the fourth National International Communication Theory Seminar”

2014,“Sanyu Award”of Huazhong University of Science and Technology

2012,“China Journalism and Communication Innovation Project Award”

2012, Research on the United Front Work in the field of New Media Communication, First prize of national united front theory and policy research innovation achievements

2010,“Outstanding Figures for Public Relations in China”

2009,“China PR 100”

2008,“Famous Public Relations Teacher of Chinese Higher Education”

2007, The Proposition of“Relationship Ecology Theory”and Its Creation for Public Relations Theory, Third prize of the 10th outstanding achievements in Social Science

2006, Second prize of Excellent Teaching Quality Award of Huazhong University of Science and Technology

2006,“Techer Model Award”of Huazhong University of Science and Technology

The recruitment of students information:

Every year, one doctoral student and one to four master students will be recruited. Students with background in journalism, communication, politics, sociology, literature and economics, students who are interested in public relations, national narrative, strategy communication, international communication and brand communication, students who are down-to-earth, positive and optimistic, and have good reading and writing ability of foreign languages, are welcome to apply for the examination.