唐淑莊 博士
Dr. TONG Suk Chong, Crispy
Assistant Professor
Public Relations Stream Leader

Suk Chong TONG (Ph.D., Hong Kong Baptist University) is Assistant Professor in the Department of Journalism and Communication, Hong Kong Shue Yan University. She had worked in the sectors of public relations and marketing, and has been teaching communication studies, public relations and advertising in universities since 2006. Most of her major publications are sole-authored and have been published in Public Relations Review, Journal of Communication Management, Corporate Communications: An International Journal, Corporate Reputation Review, and Journal of Financial Services Marketing.

Courses Taught

Public Relations Writing
Public Relations Disciplines

Research Interests

Financial communication
Marketing public relations
Digital public relations

Organizational trust

Academic Qualifications

Ph.D., Hong Kong Baptist University 

Master of Cultural Studies (Distinction), Lingnan University
M.Phil, Hong Kong Baptist University
Bachelor of Social Sciences (Hons) in Communication (Public Relations & Advertising), Hong Kong Baptist University

Research Grant

Principal investigator, “Revisiting public relations functions and values in the digital era”, Faculty Development Scheme, Competitive Research Funding Schemes for the Local Self-financing Degree Sector 2016/17, Research Grants Council, Hong Kong. [HK$562,163.]

Publications

Journal Articles
Tong, S. C., & Chan, F. F. Y. (2020). Exploring market-oriented relations in the digital era: A study of public relations and marketing practitioners in Hong Kong. Journal of Communication Management, 24 (1), 65-82.
    Tong, S. C. (2018). Perceived risk and the interplay of expert endorsement, corporate image and investment knowledge in mutual fund advertising. Journal of Financial Services Marketing, 23(3-4), 179-189.
Tong, S. C. (2015). Financial Communication in Initial Public Offerings: Risk estimate in the interplay of organizational trust, organizational reputation and media influences. Corporate Communications: An International Journal, 20(1), 30-47.
Tong, S. C. (2013). Media reputation in initial public offerings: A study of financial news coverage in Hong Kong. Public Relations Review, 39(5), 470-483.
Tong, S. C. (2013). Exploring corporate risk transparency: Corporate risk disclosure and the interplay of corporate reputation, corporate trust and media usage in initial public offerings. Corporate Reputation Review, 16(2), 131-149.
Book
唐淑莊(2015〉:《市場營銷及公關中文寫作》。香港:中華書局。
Selected Conference Papers
Tong, S. C., & Chan, F. F. Y. (2018). Market-oriented relations in the digital era: A study of public relations and marketing professionals in Hong Kong. Paper presented at the International Public Relations Research Symposium (BledCom), Slovenia, July 5-7.
Tong, S. C., & Chan, F. F. Y. (2018). The practices of market-oriented relations in Hong Kong in the digital era. Paper presented at The Asian Congress for Media and Communication, Taiwan, October 27-29.
Tong, S. C., & Chan, F. F. Y. (2016). Revisiting the relationship between public relations and marketing in the digital era. Paper accepted at The 1st Annual Conference of the Public Relations Society of China and The 9th International Forum on Public Relations and Advertising. Hong Kong, December 3-4.
Du, J., & Tong, S. C. (2010). Uncertainty as problem-dynamics in Hong Kong context and its presentation in media. Paper presented at the International Communication Association Convention (Chinese Communication Association session), Singapore, June 22-26.
Selected Online Articles
Tong, S. C., & Pang, T. C. (2017, December 15). Exploring the relationship between organ donation news stories and social media in Hong Kong (初探香港器官捐贈新聞與社交媒體的關係). Media Digest. [In Chinese, online publication] http://app3.rthk.hk/mediadigest/content.php?aid=2132