Abstract: In an increasingly complex global landscape, corporate engagement with contested social issues has become a central theme in public relations practice and scholarship. Yet such involvement is inherently challenging and frequently subject to heightened public scrutiny. This raises a key question: how can organizations implement advocacy initiatives that are both ethically grounded and effective? In this session, Dr. Hao Xu draws on empirical research to examine the dynamics of corporate social advocacy. By analyzing data from diverse global contexts, he illustrates the critical roles of authenticity and value congruence in influencing public responses. The session highlights how organizations can navigate complex social environments, manage reputation, and build mutually beneficial relationships with stakeholders.

The speaker: Dr. Hao Xu (Ph.D., University of Minnesota) is an Assistant Professor in Media and Communications at the University of Melbourne, Australia. His research spans corporate social responsibility communication, corporate governance of artificial intelligence, and crisis communication. He investigates how organizations, amid rapidly changing social and technological environments, respond to societal expectations and enhance public trust through communication practices. He currently serves on the editorial boards of Public Relations Review and International Journal of Strategic Communication. He also has professional experience in corporate communications in the pharmaceutical industry.