Yang Cheng

Picture of Yang Cheng

Assistant Professor

Biography

Dr. Cheng received the Ph.D. degree from Missouri School of Journalism, which is one of the oldest formal journalism schools in the world. She also graduated with the outstanding academic award from the national recognized Crosby MBA program. 

She teaches research methods, the introduction of public relation, crisis communication, and global communication in the U.S. and Hong Kong. She has demonstrated a long-term commitment to research involving public relations management, digital media, and crisis communication, particularly in relation to Chinese culture. She has published more than 60 journal articles, book chapters, and the conference papers. Some of her publications have appeared in top journals such as the New media & Society, International Journal of Communication, Public Relations Review, International Journal of Strategic Communication, and Asian Journal of Communication.

Acting as the Principal Investigator (PI), her research has been funded by many global prestigious institutions, such as Arthur Page Center (USA), The University of Missouri (USA), and The Chinese University of Hong Kong (Hong Kong). Especially, The Arthur Page Johnson Legacy Scholar Grant is awarded to support scholars and professionals making important contributions to knowledge, practice, or public understanding of ethics and responsibility in public communication. The funded study that examines mobile CSR activities in crises has been accepted in the 68th Annual Conference of the International Communication Association (2018) and won the Top Faculty Paper Award.

Her research has been internationally and domestically recognized via various awards, for its originality, quality, and productivity. The received honors and awards included the Best Paper Award, Public Relations Division, International Communication Association Conference, 2013, 2014 and 2018; Top Paper Award in Mass Communication Division in 2014 and 2016, awarded by the International Communication Association Conference; Grunig PRIME Research Fellowship from Institute of Public Relations and PRIME research in 2015; Kaiser Graduate Students of Color Award from the Association for Education in Journalism and Mass Communication Conference in 2015, and Peter Debreceny Corporate Award in the 18th International Public Relations Research Conference in 2015. Additionally, She has received the extremely competitive Extraordinary Potential Prize of 2016 Chinese Government Award for Outstanding Self-financed Students Abroad. She is the first one in social science to ever receive the “Extraordinary Potential Prize” ($10,000) and her story was featured on XinHuaNet and China.org.cn, the most authorized press agencies in China.

Due to her expertise in Communication, especially in Public Relations, She has been invited to review many manuscripts for top journals such as Journal of Communication, New Media & Society, Public Relations Review, Journal of Applied Communication Research, Journal of Public Relations Research, Journalism and Mass Communication Quarterly, and Management Communication Quarterly. She also serves on the editorial board of Public Relations Enquiry.

 

Teaching and Research Interests

Quantitative Research Method, Social Media and Public Relations, Crisis Management, and Relationship Management 

Funded Research

“Third-Person Effects of Corporate Fake News Spread on Social Media: A Path Model for Predicting Restrictive Versus Corrective Actions”, (USD$3,000) Junior Faculty Development Award Program, North Carolina State University. PI. 

“Understanding the Social Media Engagement and Relationship Outcomes of Mobile Corporate Social Responsibility (mCSR): A Comparative Study”,  Arthur Page Center. PI. 

“The model of contingent organization-public relationship: Reconciling contingency and relationship management theory.” School of Journalism, The University of Missouri, 2016-2017. PI. 

“A contingent perspective: Scratching below the surface for factors influencing corporation-activist relationship.” Center for Digital Globe (CDiG), The University of Missouri, 2015-2016. PI.

“Reconciling contingency and relationship management theory: The model of the contingent corporation-activist relationship (CCAR).” Center for Digital Globe (CDiG), The University of Missouri, 2014-2015. PI.

“The third-level agenda setting in contemporary Chinese: Tracking description to moral and national education in government policy, media coverage and people’s mind.” I-CARE program, The Chinese University of Hong Kong, 2012-2013. PI.

“The corporate social responsibility value, and organizational cost reduction.” The business school, The Chinese University of Hong Kong, 2013-2014. PI.

 

Extension and Community Engagement

Octobober, 2018: Guest Speaker to “Public Relations Research”, University of San Francisco, 6:45-7:45pm, CA.

March 21, 2018: Keynote Speaker to “East Asia: Traditions, Trends and Transformations” World View, University of Carolina-Chapel Hill. 3:00 – 3:50 p. m, Chapel Hill, NC.

April 13, 2018: Guest Speaker to “Introduction of Public Relations”, University of San Francisco, 4:00-5:00pm, CA.

Publications

 

Refereed Journal articles

Cheng, Y., Chen, Y. R., Hung-Baesecke, R., & Jin, Y. (2019). When CSR meets mobile SNA users in mainland China: An examination of gratifications sought, CSR motives, and relational outcomes in natural disasters. International Journal of Communication, 13, 1-23. 

Cheng, Y., Jin, Y., Hung-Baesecke, R., Chen, Y. R. (2018). Mobile corporate social responsibility (mCSR): Examining publics’ responses to CSR-based initiatives in natural disasters. International Journal of Strategic Communication. Doi: 10.1080/1553118X.2018.1524382

Cheng, Y. (2018). How social media is changing crisis communication strategies: Evidence from the updated literature. Journal of Contingencies and Crisis Management. 26(1), 58-68DOI: http://dx.doi.org/10.1111/1468-5973.12130

Jiang, Q. L., & Cheng, Y. (2018). The third-level agenda setting: Media and public agenda networks during THAAD events. Chinese Journal of Journalism & Communication, 9, 123-141.

Cheng, Y. (2018). Looking back, Moving forward: A Review and Reflection of the Organization-Public Relationship (OPR) Research. Public Relations Review. 44(1), 120-130.

Cheng, Y., Huang, Y. H., & Chan, C. M. (2017). Public relations, media coverage, and public opinion in contemporary China: Testing agenda building theory in a social mediated crisis, Telematics and Informatics, 34(3), 765-773. doi: http://dx.doi.org/10.1016/j.tele.2016.05.012 

Cheng, Y. (2017). Chasing the dream of becoming a scholar in the field of social science. The Chinese Scholars, 8. (Invited feature article)

Wu, F., & Cheng, Y., & Chao, D. (2017). Questioning premiers in China: Examining journalists’ aggressiveness at Chinese premiers’ press conferences (1993–2015). Asian Journal of Communication. 27(4), 357-377. doi: http://dx.doi.org/10.1080/01292986.2017.1281322.

Cheng, Y. (2016). Social media keep buzzing! A test of contingency theory in China’s Red Cross credibility crisis. International Journal of Communication. 10, 1-20. DOI: http://dx.doi.org/1932–8036/20160005

Cheng, Y. (2016, August). Who is leading whom in the General Motors recall: Understanding media impacts on public relations efforts, public awareness, and financial markets. Research Journal of the Institute for Public Relations, 3(1), 1-25. Retrieved from http://www.instituteforpr.org/leading-general-motors-recall-understanding-media-impacts-public-relations-efforts-public-awareness-financial-markets/.

Cheng, Y. (2016). Activism in Wukan Incident: Power and confrontation strategies at a Chinese village. China Media Research, 12(2), 90-104. 

Cheng, Y. (2016). The third-level agenda-setting study: An examination of media, implicit, and explicit public agendas in China. Asian Journal of Communication, 26(4), 319-332. doi: http://dx.doi.org/10.1080/01292986.2015.1130159.

Huang, Y. H., Wu, F., & Cheng, Y. (2016). Crisis communication in context: Some aspects of cultural influence underpinning Chinese PR practice. Public Relations Review, 42(1), 201-213. doi: http://dx.doi.org/10.1016/j.pubrev.2015.11.015.

Cheng, Y., Liang, J. W. & Leung, L. (2015). Social network service use on mobile devices: An examination of gratifications, civic attitudes and civic engagement in China. New Media & Society, 17(7).1096-1116. doi: http://dx.doi.org/10.1177/1461444814521362

Cheng, Y., & Chan, C. M. (2015). The third level of agenda setting in contemporary China: Tracking descriptions of moral and national education in media coverage and people’s minds. International Journal of Communication, 9. 1090-1107. doi: http://dx.doi.org/1932–8036/20150005.

Cheng, Y. (2015). The rapport management of sellers: Exploring the seller-buyer relationship in small and medium-sized enterprises of China. China Media Research, 11(5). 73-86.  

Cheng, Y., Guo, J., Jiang, Q, Q., Meng, C., & Wang. Y. Q. (2013). The media effects on the acculturation of mainland Chinese students in Hong Kong. Journal of Radio & Television Studies, 36. 91-114.

Fan, D. L., & Cheng, Y. (2009). The current status and development countermeasure of the venture capital investment of Chinese companies. Modern Economics, 8(7). 28-30.

Chapters in Refereed Edited Books

Cheng, Y. (2019). Agenda settings. In Debra Merskin. (ed.), the SAGE International Encyclopedia of Mass Media and Society. Sage. 

Cheng, Y. (2018). Online Social Media and Crisis Communication in China: A Review and Critique. In Jan Servaes (ed.), Handbook of Communication for Development and Social Change. SpringerNature.

Cheng, Y., & Cameron, G. (2017). Looking Over, looking out, and moving forward: The review of Contingency theory in public relations. In Xianhong Chen (ed.), The imagination of Public Relations (Volume 1). Peking University Press. (In Chinese)

Cheng, Y., & Cameron, G. (2016). The status of social mediated crisis communication (SMCC) research: An analysis of published articles in 2002-2014. In L. Austin &Y. Jin (eds.), Social Media and Crisis Communication (pp. 9-20). New York, NY: Routledge. 

Huang, Y. H., Wu, F., Cheng, Y., & Lyu, C. (2016). Crisis communication research in Greater China. In Martin Löffelholz, Andreas Schwarz and Matthew Seeger (Eds.), The Handbook of International Crisis Communication Research. Wiley-Blackwell. 

Huang, Y. H., & Cheng, Y. (2013). China, Hong Kong, and Taiwan, practice of public relations in. In R. Heath (Ed.), Encyclopedia of public relations. (pp. 111-115). Thousand Oaks, CA: SAGE Publications, Inc.

Refereed Online Publications

Cheng, Y. (2017, May 19). Best Practice for Crisis Management on Social Media.  www.odwyerpr.com. Retrieved from http://www.odwyerpr.com/story/public/8814/2017-05-19/best-practice-for-crisis-management-social-media.html.

Cheng, Y. (2015, November). Who is leading whom in the General Motors recall: Understanding media impacts on public relations efforts, public awareness, and financial markets. Institute of Public Relations. Retrieved from http://www.instituteforpr.org/wp-content/uploads/Yang-Cheng-PRIME-paper_091715.pdf

Cheng, Y. (2015, October). Executive summary-Who is leading whom in the General Motors recall: Understanding media impacts on public relations efforts, public awareness, and financial markets. Institute of Public Relations. Retrieved from http://www.instituteforpr.org/leading-general-motors-recall-understanding-media-impact-public-relations-efforts-public-awareness-financial-markets/.     

Cheng, Y. (2015, August 31). 2015 Grunig PRIME research fellow: The complex world of media content measurement. Retrieved from: http://www.instituteforpr.org/2015-gruing-prime-research-fellow-complex-world-media-content-measurement/

Presentations

Refereed Academic Conferences Papers

Cheng, Y., Jin, Y., Hung-Baesecke, R., Chen, Y. R. (2018). Top Faculty Paper (third place). Mobile CSR Activities in Crises: An Examination of Gratifications, CSR Motives, Social Media Use on Mobile Devices, and Relationship Outcomes. Paper to be presented in the 68th Annual Conference of the International Communication Association (ICA), Prague, Czech Republic, 24-28 May 2018

Cheng, Y., & Shen, H. M. (2018). The Stakeholder-Oriented Crisis Communication (SOCC) Model: An Empirical Study of the United Airlines Crisis. Paper to be presented in the 68th Annual Conference of the International Communication Association (ICA), Prague, Czech Republic, 24-28 May 2018.

Shen, H. M., & Cheng, Y. (2018). Scale Development for Stakeholder Crisis Response Strategies in Organizational Crises: A Stakeholder-Oriented Approach. Paper to be presented Paper presentation at the 21st annual International Public Relations Research Conference, March 8-10, 2018, Orlando, Florida.

Shen, H. M., & Cheng, Y. (2018). Rationality and Emotions: Testing the Stakeholder-Oriented Crisis Communication (SOCC) Model in a Global Crisis. The 25th BledCom, July 5-7, Slovenia.

Shen, H., Cheng, Y. (2018). The Relationship Exchange Theory: Organization-Public Relationship (OPR) in the Big Data Age. Paper presented in the Association for Education in Journalism and Mass Communication (AEJMC) annual conference, Washington D.C., USA, August 6-9.

Jiang, Q. L., & Cheng, Y. (2018). The network agenda setting: Linking media and public agenda networks on Descriptions of Terminal High Altitude Area Defense (THAAD) in China. Paper to be presented in the 68th Annual Conference of the International Communication Association (ICA), Prague, Czech Republic, 24-28 May 2018.

Hung-Baesecke, R., Chen, Y. R., Einwiller, S., & Cheng, Y. (2017). Leadership in CSR and Employee Supportive Behaviors. Paper presented in the 3rd CSR Communication Conference, Vienna (Austria), September 21-23, 2017.

Cheng, Y., Cameron, G., Cropp, F. (2017). Looking Over, Looking Out, and Moving Forward: A Model of Contingent Organization-Public Relationship (COPR) to Reconcile Contingency and Relationship Management Theory. Paper presented in the 5th Crisis Communication Conference - Risk and Crisis Communication in the Digital Age. October 19-21 in Lisbon, Portugal.

Cheng, Y. (2017). The Status of the Social Mediated Crisis Management (SMCM) Research: An Analysis of Published Research Articles. Paper presented in the International Communication Association (ICA) 67th Annual Convention, San Diego, USA, May 25-29.

Cheng, Y. (2017). Examining the Business Outcomes of Media Coverage in the General Motor Recall Crisis: An Exploratory Study. Paper presentation at the 20th annual International Public Relations Research Conference, March 8-12, 2016, Orlando, Florida.

Cheng, Y. (2016). Modeling media effects on civic participation: An examination of gratifications, media use, civic attitude and participation in China. Paper presented in National Communication Association (NCA) 102th Annual Convention, Philadelphia, PA, USA, November 10-13. 

Cheng, Y. (2016). The state of social mediated crisis communication (SMCC) research in China: A review and critique. Paper presented in National Communication Association (NCA) 102th Annual Convention, Philadelphia, PA, USA, November 10-13. 

Cheng, Y. (2016). Social media and aviation crises: Toward a functional framework for organizational social media use. Paper presented in National Communication Association (NCA) 102th Annual Convention, Philadelphia, PA, USA, November 10-13. 

Cheng, Y. (2016). Contingency theory to inform organization-public relationship: A critical reflection of the literature from 1985-2015. Paper presented in National Communication Association (NCA) 102th Annual Convention, Philadelphia, PA, USA, November 10-13. 

Cheng, Y. (2016). Top Student Paper. Who is leading whom in the General Motors recall: Understanding media impacts on public relations efforts, public awareness, and financial markets. Paper presented in the International Communication Association (ICA) 66th Annual Convention, Fukuoka, Japan, June 9-13.

Cheng, Y. (2016). Reconciling contingency and relationship management theory: The model of the contingent organization-public relationship (COPR). Panel discussion in the International Communication Association (ICA) 66th Annual Convention, Fukuoka, Japan, June 9-13.

Wu, F., & Cheng, Y., & Zhao, H. (2016). Best Paper Session. Questioning premiers in China: Examining journalists’ aggressiveness at Chinese premiers’ press conferences (1993–2015). Paper presented in the International Communication Association (ICA) 66th Annual Convention, Fukuoka, Japan, June 9-13.

Chen, Y. R., Cheng, Y., Jin, Y., Hung-Baesecke, R., & Li, C. X. (2016). Corporate WeChat Communication in China: Examining Institutional Factors, Media Richness, Content Type, and Public Engagement. Paper presented in the International Communication Association (ICA) 66th Annual Convention, Fukuoka, Japan, June 9-13.

Xie, N., & Cheng, Y. (2016). Relationship Management on Mobile Devices: The Mediating Role of Gratifications between Cultivation Strategies and Organization-Public Relationships. Paper presentation at the 19th annual International Public Relations Research Conference, March 2-6, 2016, Miami, Florida.

Cheng, Y. (2015). A new look at agenda-setting effects: Exploring the second- and third-level agenda setting in contemporary China. Paper presented in the Association for Education in Journalism and Mass Communication (AEJMC) annual conference, San Francisco, USA, August 6-9.

Cheng, Y. (2015). A new look at organization-public relationship: Testing contingent corporation-activist relationship (CCAR) in conflicts. Paper presented in the Association for Education in Journalism and Mass Communication (AEJMC) annual conference, San Francisco, USA, August 6-9.

Cheng, Y. (2015). The third level of agenda setting in contemporary China: Comparing three media agendas and their relationships with online and offline public agendas. Paper presented in National Communication Association (NCA) 101th Annual Convention, Las Vegas, NV, USA, November 19-22. 

Cheng, Y. (2015). How social media is changing crisis communication strategies: Evidence from the updated literature. International Communication Association (ICA) 65th Annual Convention, Puerto Rico, USA, May 21-25.

Cheng, Y. (2015). Peter Debreceny Corporate Award. The cost-reduction evaluation (CRE) model: Suggestions for the public relations value assessment. Paper presentation at the 18th annual International Public Relations Research Conference, March 4-8, 2015, Miami, Florida.

Cheng, Y. & Chan, C. M. (2015). Social media keep buzzing! A test of contingency theory in China’s Red Cross credibility crisis, Paper presentation at the 18th annual International Public Relations Research Conference, March 4-8, 2015, Miami, Florida.

Cheng, Y. (2015). How is Social Media Changing Crisis Communication? Toward a Functional Framework for Organizational Social Media Use. Paper presented in the 32rd Annual Research & Creative Activities Forum (RCAF), Columbia, USA, March 14.  

Cheng, Y. (2014). Building a Chinese rapport management model to understand seller-buyer relationship in small and medium-sized enterprises. Paper presented in the 64th annual conference of the International Communication Association, Seattle, USA, May 22-26. (Acceptance rate: as low as 36%)

Cheng, Y. (2014). Best student paper Award. The status of online crisis communication research in 1999-2013: A review and critique. Paper presented in the 64th annual conference of the International Communication Association, Seattle, USA, May 22-26. (Acceptance rate: as low as 36%)

Cheng, Y., & Chan, C. M. (2014). Top student paper Award. The third-level agenda setting in China: Tracking description to moral and national education (MNE) in government policy, media coverage and people’s mind. Paper presented in the Division of Mass Communication, the 64th annual conference of the International Communication Association, Seattle, USA, May 22-26. (Funding supported by I-care program)

Huang, Y. H., Wu, F., & Cheng, Y. (2014). Crisis communication in context: Cultural influence and institutional impact underpinning Chinese public relations practice. Paper presented in the 2014 Annual Conference of the Association for Education in Journalism and Mass Communication, Montreal, Canada, August 6-9.

Cheng, Y. in the conflict mediation group. (2014). Best Poster Prize. Gaining cultural competence. The Conflict Conference, University of Texas at Austin, Texas, April 10-11.

Cheng, Y. (2013). Activism in Wukan Incident: Power and confrontation strategies in a Chinese village. Paper presented in National Communication Association (NCA) 99th Annual Convention, Washington, DC, USA, November 21-24. 

Huang, Y. H., Wu, F., Cheng, Y. (2013). Crisis communication research in greater China. Paper presented in the 3rd International Conference on Crisis Communication in the 21st Century, ComCenter Brühl, Erfurt, Germany Washington, DC, USA, October 2-5.

Cheng, Y., Huang, Y. H., & Chan, C. M. (2013). Best student paper Award. Credibility in Crisis: Agenda building and crisis communicative strategy at a Chinese NGO”. Paper presented in the Division of Public Relations, the 63th annual conference of the International Communication Association, London, UK, June 17-21. (Acceptance rate: as low as 36%)

Cheng, Y., & Liang, J. W. (2012). SNS use on mobile devices: An examination of gratifications, civic attitudes and civic engagement in China. Paper presented in the Division of Communication Technology, Association for Education in Journalism and Mass Communication (AEJMC) annual conference, Chicago, USA, August 9-12.

Cheng, Y., & Chan, N. (2013). The meaning of whiteness for people working in Chungking Mansions. Paper presented in the International Association for Media and Communication Research (IAMCR), Dublin, Ireland, June 25-29. 

Guo, J., Cheng, Y., et al. (2011). The media effects on the acculturation of Mainland Chinese students in Hong Kong”. Chinese Communication Society Annual Conference, Taiwan.

Graduate Advising

Audrey Tribo 2018-2019

Annie Lee, (Graduated Spring 2018)
Emily Rusk(Graduated Spring 2018)
Grace Oh (Graduated Spring 2018)
Meghana shivanandacharya  (Graduated Spring 2018)

Education

  • PhD in Journalism (Public Relations/Media Effects) from University of Missouri Columbia, 2017
  • MBA in Marketing and Management from University of Missouri Columbia, 2017
  • MA in Global Communication from Chinese University of Hong Kong, 2011