Chuqing Dong

Chuqing Dong

Assistant Professor

  • Advertising + Public Relations


Chuqing Dong is an Assistant Professor of Advertising + Public Relations. Her research focuses on public relations, corporate social responsibility, strategic communication in the nonprofit/government sectors, and digital media. Drawing on interdisciplinary theories and using multimethod approaches, her research agenda is shaped by inquiries such as 1) the effects and effectiveness of CSR communications in the new media environment and within a global context; 2) strategic CSR alliances between NPOs and corporations and their impacts on the allies, publics, and the society; and 3) relationship management strategies for nonprofits and government agencies.

Dr. Dong's research has been published in peer-reviewed journals, including Public Relations Review, International Journal of Business Communication, and Corporate Social Responsibility and Environmental Management. She also won multiple top paper awards at major communication conferences, such as the International Communication Association (ICA) and Association for Education in Journalism and Mass Communication (AEJMC), and the International Public Relations Research Conference (IPRRC). Chuqing's ongoing projects on CSR and dialogic communication are funded by the C.R. Anderson Foundation and The Social Sciences and Humanities Research Council (SSHRC) (Co-Pi), and she is a winner of the 2021 Page/Johnson Legacy Scholar grant (PI). 

Chuqing earned her Ph.D. from the Hubbard School of Journalism and Mass Communication at the University of Minnesota. She also received a master's degree in Public Policy (M.P.P.) and an M.A. degree in Professional Strategic Communication from the University of Minnesota. 

Research and Teaching


  • PR300 Public Relations Theory and Ethics
  • ADV800 Advertising and Public Relations Theory

Key Research Interests

  • CSR
  • Cross-sectoral collaboration 
  • Nonprofit communication
  • Government-public relationship cultivation 
  • Social media 

Google Scholar Page

Selected Recent Publications (* corresponding author):

  • Dong, C., & Morehouse, J. (2022). Toward a caring government: Advancing ethical government public relations with a care-based relationship cultivation model. Journal of Public Relations Research34(5), 179-207.
  • Dong, C., & Li, Y. Understanding CSR Partnership Communication from a Portfolio Approach. In The Routledge Handbook of Corporate Social Responsibility Communication (pp. 296-309). Routledge.
  • Dong, C., Rim, H. (2022). Judge a Nonprofit by the Partners it Keeps: How Does Cross-Sector Partnership Disclosure Influence Public Evaluations of the Nonprofit?. Voluntas.
  • Huang, Q., Lynn, B. J., Dong, C., Ni, S., & Men, L. R. (2022). Relationship Cultivation via Social Media During the COVID-19 Pandemic: Evidence From China and the U.S. International Journal of Business Communication.
  • Zhou, Z., & Dong, C*. (2021). Matching words with actions: Understanding the effects of CSA stance-action consistency on negative consumer responses. Corporate Communications: An International Journal. Forthcoming.
  • Ju, R., Dong, C*., & Zhang, Y. (2021). How controversial businesses communicate CSR on Facebook: Insights from the Canadian cannabis industry. Public Relations Review
  • Zhang, Y., & Dong, C*. (2021). Understand corporate social responsibility from an agenda-setting perspective: A cross-national analysis of newspaper using computer-assisted content analysis. Journal of Global Responsibility.
  • Rim, C., Kim, J., & Dong, C. (2019). A cross-national comparison of transparency signaling in CSR reporting: The United States, South Korea, and China Cases. Corporate Social Responsibility and Environmental Management. Published online:
  • Dong, C., & Zhang, Y. (2019). NPOs’ voice in CSR partnership: An exploratory study using topic modeling. International Journal of Business Communication.Published online:
  • Dong, C., & Rim, H. (2018). Exploring nonprofit-business partnerships on Twitter from a network perspective. Public Relations Review. 45(1), 104-118.
  • Dong, C., & Ji, Y. (2018). Connecting young adults to democracy via government social network sites. Public Relations Review. 44(5), 762-775.
  • Rim, H., & Dong, C. (2018). Trust and distrust in society and public perception of CSR: a cross-cultural study. Social Responsibility Journal14(1), 1-19.
Contact Information

404 Wilson Rd, Room 374
Communication Arts and Sciences Building
Michigan State University
East Lansing, MI 48824