Hui Zhao

Hui Zhao

Postdoctoral fellow

If you made any changes in Pure these will be visible here soon.

Personal profile


My research interests lie at the intersection of communication, management, and business, with attention to the communicative activities of organizations in global environments. More specifically, I situate organizational communication in a rapidly evolving media landscape and amidst complex social situations like crises so as to interrogate the interactions and interdependencies of business, society, and government. Thus far, my research has focused on organizational communication with external stakeholders, including strategic communication, public relations, and corporate communication, from both theoretical and empirical perspectives.

Theoretically, my research aims to advance the context-sensitive approach in organizational communication. I advance theoretical frameworks for contextual analyses of organizational communication, ranging from cultural to political to technological contexts. Methodologically, my research employs diverse textual analytical approaches, including discourse analysis, content analysis, thematic analysis, and computer-assisted semantic network analysis, to uncover the meaning of various forms of communication-related to organizations.

My research entails the following two characteristics:

  • A societal perspective. My research addresses how organizations’ communicative behaviours and strategic goals are shaped by the social context in which they reside. My doctoral dissertation, for instance, investigates how the politized society in China influences the communicative practices of multinational corporations during crises in the digital age. Several of my conceptual works provide culturally, politically, and technologically sensitive analytical frameworks for understanding the communicative activities of organizations in crises. 
  • A co-creational perspective. Drawing upon the social constructionist perspective, my research pays special attention to examining various social actors and their co-construction of organizations and organizational surroundings. Several of my empirical studies disclose the multiplicity of meanings by various social actors and further problematize their diversity, variability, and inconsistency.

Some of my publications have appeared in the International Journal of Communication, Journal of Public Relations Research, Public Relations Review, International Journal of Strategic Communication, Journal of Communication Management, and Business Horizon among others.

I have received several awards from internationally renowned academies, including the best paper award from European Public Relations Education and Research Association 2021 Congress; two times the Karen Russel Award for Most-Downloaded Article from the Journal of Public Relations Research in 2020 and 2022; the Top Student Paper Awards from both Organizational Communication Division and the Public Relations Division at the International Communication Association’s 67th annual conference. I have also received several grants and scholarships from national and international organizations and foundations, including Landshövding Per Westlings Fund in 2017 and the Max Gressly and Florian Fleck Fund in 2023.


I have been teaching on broad organization-related communication topics, including strategic communication, public relations, and media studies in the contexts of market, culture, and society. More specifically, I teach crisis communication, issue management, risk management, stakeholder communication (public relations and media relations), and strategic communication planning.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 16 - Peace, Justice and Strong Institutions

UKÄ subject classification

  • Social Sciences
  • Media Studies
  • Communication Studies
  • Media and Communications


Dive into the research topics where Hui Zhao is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or