College Directory

Linda Childers Hon, Ph.D.

Professor - Department of Public Relations
Director - Public Relations and Social Advocacy Project - Center for Media Innovation and Research

Office: 3202C Weimer Phone: 352-294-2745 Email: lhon@jou.ufl.edu

Bio

Dr. Linda Childers Hon is a professor in the Department of Public Relations and Program Director for the Public Relations and Social Advocacy Project in the Center for Media Innovation + Research. The Project is dedicated to exploring collaborative communication solutions to social issues, particularly using digital activism. Hon also is Director of frank scholar, an annual conference in Gainesville that brings together top scholars who are committed to using communication to drive social change in the public interest.

Hon was executive associate dean of the College from 2006–2012. She is an Al and Effie Flanagan Professor of Journalism and Communications and also held the title of University of Florida Research Foundation Professor.

Hon’s teaching areas include digital social advocacy and public relations theory and research. Her current research focuses on grassroots activism in the digital era.  Hon also has conducted research on evaluation, relationship management, and gender and diversity issues in public relations. She is the author (with Larissa Grunig and Elizabeth Toth) of Women in Public Relations: How Gender Influences Practice, a scholarly textbook published in 2001. Her research has been published in Corporate Communications:  An International Journal, Journal of Public Relations Research, Public Relations Review, Journal of Communication Management, Journalism and Mass Communication Educator, Journalism and Mass Communication Quarterly, Journal of Asian Pacific Communication, Journal of Applied Communications, IEEE Transactions on Professional Communication, Public Relations Strategist, as book chapters in Excellence in Public Relations and Communication Management, Teaching Public Relations, The Future of Excellence in Public Relations and Communication Management:  Challenges to the Next Generation, Responsible Advocacy:  Perspectives on Ethics in Public Relations, and as a “Gold Standard” paper from the Institute for Public Relations.

Hon was the recipient of the 2001 “Pathfinder” Award for Best Recent Program of Research in Public Relations given by the Institute for Public Relations. She was the editor of the Journal of Public Relations Research from 2000-2005.  In 2012, she was inducted into PR News’ Measurement Hall of Fame.

Hon was an inaugural member of the Commission on Public Relations Measurement and Evaluation, Institute for Public Relations, and an inaugural member of the advisory board for the Plank Center for Public Relations Leadership at the University of Alabama.  She is a member of Association for Education in Journalism and Mass Communication, Public Relations Society of America, and Florida Public Relations Association.

Education

Ph.D., University of Maryland
M.A., University of Florida
B.A., Stetson University

Publications

Book:

Women in Public Relations (with Larissa Grunig and Elizabeth Toth), Guilford, 422 pages, 2001.

Articles Published in Refereed Journals:

Linda Hon (in press). “Social Media Framing within the Million Hoodies movement for justice.” Public Relations Review.

Linda Hon. “Digital Social Advocacy in the Justice for Trayvon Campaign.” Journal of Public Relations Research, 27(4), 299-321, 2015.

Eyun-Jung Ki & Linda Hon.  “Causal Linkages Among Relationship Quality Perception, Attitude, and Behavior Intention in a Membership Organization.  Corporate Communications.  An International Journal, 17(2), 187-208, 2012.

Eyun-Jung Ki & Linda Hon. “Causal Linkages Among Relationship Cultivation Strategies and Relationship Quality Outcomes.” International Journal of Strategic Communication, 3(4), 242-263, 2009.

Eyun-Jung Ki & Linda Hon. “A Measure of Relationship Cultivation Strategies.” Journal of Public Relations Research, 21(1), 1-24, 2009.

Eyun-Jung Ki & Linda Hon. “Reliability and Validity of Organization-Public Relationship Measurement and Linkages among Relationship Indicators in a Membership Organization,” Journalism and Mass Communication Quarterly, 84(3), 419-438, 2007.  

Eyun-Jung Ki and & Linda Hon, “Testing the Linkages Among the Organization-Public Relationship and Attitude and Behavioral Intentions,” Journal of Public Relations Research, 19(1), 1-24, 2007.

Eyun-Jung Ki and Linda Hon, “Relationship Maintenance Strategies on Fortune 500 Company Web sites,” Journal of Communication Management, Vol. 10, No. 2, 27-43, 2006.

Linda Hon, “The Mosaic of Public Relations Evaluation,” Brazilian Journal of Organizational Communication and Public Relations, Vol. 2, No. 2, 96-115, 2005.

Samsup Jo, Linda Hon, and Brigitta Brunner, “Organization-Public Relationships: Measurement Validation in a University Setting,” Journal of Communication Management, Vol. 19, No. 1, 14-27, 2004.

Linda Hon, Kathy Fitzpatrick, and Peg Hall, “Public Relations Graduate Education: A Study in Master’s Curriculum Revision,” Journalism and Mass Communication Educator, Vol. 52, No. 2, 126-142, 2004.

Linda Hon and Brigitta Brunner, “Measuring Public Relationships Among Students and Administrators at the University of Florida,” Journal of Communication Management, Vol. 6, No. 3, 227-238, 2002.

Youjin Choi and Linda Hon, “The Influence of Sex Composition in Powerful Positions on Public Relations Practitioners’ Gender-related Perceptions,” Journal of Public Relations Research, Vol. 14, No. 3, 229-263, 2002.

Yungwook Kim and Linda Hon, “Public Relations In Korea:  Applying Theories and Exploring Opportunities,” Journal of Asian Pacific Communication, Vol. 11, No. 2, 2001.

Linda Hon and Brigitta Brunner, “Diversity Issues and Public Relations,” Journal of Public Relations Research, Vol. 12, No. 4, 2000, pp. 309-340.

Larissa Grunig, Elizabeth Toth, and Linda Hon, “Feminist Values in Public Relations,” Journal of Public Relations Research, Vol. 12, No. 1, 2000, pp. 49-68.

Linda Hon, Michael Weigold, and Sandra Chance, “The Meaning of Diversity Among the Professoriate,” Journalism and Mass Communication Educator, Vol. 54, No. 10, 1999, pp. 51-67.

Yungwook Kim and Linda Hon, “Craft and Professional Models of Public Relations and Their Relationship to Job Satisfaction among Korean Public Relations Practitioners,” Journal of Public Relations Research, Vol. 10, No. 3, 1998, pp. 155-176.

Linda Hon, “Goals, Objectives, and Evaluation: Demonstrating Effectiveness in Public Relations,” Journal of Public Relations Research, Vol. 10, No. 2, 1998, pp. 103-136.

Tom Kelleher, Michelle Henley, Debra Gennarelli, and Linda Hon, “Communication on the World Wide Web: Designing an Effective Homepage,” Journal of Applied Communications, Vol. 81, No. 2, 1997, pp. 29-42.

Linda Hon, “‘To Redeem the Soul of America’: Public Relations and the Civil Rights Movement,” Journal of Public Relations Research,Vol. 9, No. 3, 1997, pp. 163–212.

Linda Hon, “‘What Have You Done for Me Lately?’: Exploring Effectiveness in Public Relations,” Journal of Public Relations Research, Vol. 9, No. 1, 1997, pp. 1-30.

Linda Hon, “Toward a Feminist Theory of Public Relations,” Journal of Public Relations Research, Vol. 7, No. 1, 1995, pp. 27-88.

Linda Hon, “J. Grunig’s Asymmetrical and Symmetrical Models of Public Relations: Contrasting Features and Ethical Dimensions,” IEEE Transactions on Professional Communication, Vol. 32, No. 2, 1989, pp. 86-93.

Linda Childers, “Credibility of Public Relations at the Nuclear Regulatory Commission,” Public Relations Research Annual, Vol. 1, No. 1, 1989, pp. 97-114.

Chapter in Edited Book:

Linda Hon (in press). Digital Social Advocacy and Public Communication. In B. Brunner (Ed.), Ethics, CSR, Public Communication and Civic Professionalism. New York, NY: Routledge.

Elizabeth Toth and Linda Hon (2015). Preparing a Course Syllabus. In B. Neff and T. Johnson (Eds.), Learning to Teach: What You Need to Know to Develop a Successful Career as a Public Relations Educator. NY, NY: Public Relations Society of America.

Eyun-Jung Ki and Linda Hon (2014). A Measure of Relationship Cultivation Strategies. In R.L. Heath and A. Gregory (Eds.), Strategic Communication. Sage: Los Angeles.

Elizabeth Toth and Linda Hon (2012). Preparing a Course Syllabus. In B. Neff and T. Johnson (Eds.), Learning to Teach: What You Need to Know to Develop a Successful Career as a Public Relations Educator (pp. 95-107). NY, NY: Public Relations Society of America.

Linda Hon (2007). How Public Relations Knowledge has Entered Practice. In E.L. Toth (Ed.), The Future of Excellence in Public Relations and Communication Management: Challenges to the Next Generation (pp. 3-26). Mahwah, NJ: Erlbaum.

Linda Hon (2006). Negotiating Relationships with Activist Publics. In K. Fitzpatrick and C. Bronstein (Eds.) Responsible Advocacy: Perspectives on Ethics in Public Relations (pp. 53-69). Thousand Oaks, CA: Sage.

Elizabeth Toth and Linda Hon (2003). Preparing a Course Syllabus. In L. Sallot and B. DeSanto (Eds.), Learning to Teach: What You Need to Know to Develop a Successful Career as a Public Relations Educator (pp. 95-107). NY, NY: Public Relations Society of America.

Linda Hon, Larissa Grunig, and David Dozier, “Women in Public Relations: Problems and Opportunities,” in James Grunig (Ed.), Excellence in Public Relations and Communication Management: Contributions to Effective Organizations, Lawrence Erlbaum Associates, 1992, pp. 419-438.

Publications in Conference Proceedings:

“Exploring the Linkages among Users’ Gratification, Sense of Community, and Relationship Outcomes on Twitter” (with Ji Young Ki). Proceedings of the International Public Relations Research Conference, Miami 2012.

“Measuring Relationships among Students and Administrators at the University of Florida (with Brigitta Brunner). Proceedings of the Fourth Annual PRSA Educators Academy International, Interdisciplinary Research Conference. Miami, 2001

“PR in Korea—Lessons Learned” (with Yungwook Kim). Proceedings of the International Symposium on Public Relations, The Institute for Public Relations, 1999.

“‘What Have You Done for Me Lately?’ Exploring Effectiveness in Public Relations,” Proceedings from the International Symposium on Public Relations, The Institute for Public Relations Research and Education, 1997.

“J. Grunig’s Asymmetrical and Symmetrical Models of Public Relations: Contrasting Features and Ethical Dimensions,” in Walter Cummins & Mary Cross (Eds.), The Conference on Corporate Communications: Issues and Practices (1988 conference sponsored by Fairleigh Dickinson University, Madison, NJ, pp. 73-94).

Other Publications:

“Working Towards an Equal Relationship,” Communication Director, November 2014, pp. 78-81.

“Guidelines for Measuring Relationships in Public Relations” (with James E. Grunig), 1999, copyright, The Institute for Public Relations, 40 pages.

Book Review, “The Message is the Medium,” by Tom Koch, for Public Relations Review.

“Public Relations Research—How to Get it Done on a Limited Budget,” RX p.r.n. (Florida Society for Healthcare PR and Marketing), Vol. 30, No. 2, p. 1.

“Q & A,” Ragan Report, Vol. 25, No. 16, p. 3.

“Feminism and Public Relations,” The Public Relations Strategist, Vol. 1, No. 2, pp. 20-25.

“Women Need Not ‘Play a Man’s Game’ to Succeed in PR,” (interview in) Healthcare PR and Marketing News, Vol. 4, No. 2, pp. 1-2.

Papers Presented to Academic Conferences:

“Psychological Distance as a Predictor of Attitudes and Behavioral Intentions in Public Relations Campaigns Using Social Media” (with Ah Ram Lee and Jungyun Won). Paper presented to the Public Relations Division, International Communication Association, Fukuoka, Japan, June 2016.

“The Role of Situational Awareness and Participation Benefits on Motivating Publics’ Online Social Campaign Behavior Intentions: Moderating Effects of Social Ties Influence” (with Jungyun Won and Ah Ram Lee). Paper presented to the Educators Section, Public Relations Society of America, Atlanta, GA, November 2015.

“Framing and Digital Social Advocacy in the Million Hoodies Movement.” Paper presented to the Southern States Communication Association, Tampa, FL, April 2015.

“Digital Social Advocacy in the Justice for Trayvon Campaign.” Paper presented to the Public Relations Division, Association for Education in Journalism and Mass Communication, Montreal, Canada, May 2014.

“Exploring the Linkages among Users’ Gratification, Sense of Community, and Relationship Outcomes on Twitter” (with Ji Young Ki). Paper presented to the   International Public Relations Research Conference, Miami 2012.

“The Association between South Korean Citizens’ Perceptions of Government Crisis Communication and the Government-Public Relationship” (with Hanna Park). Paper presented to the Public Relations Division, International Communication Association,   Singapore 2011.

“Exploring Citizen-Government Relationships: A Study of Effective Relationship Strategies with South Korean Citizens During a Crisis” (with Hanna Park). Paper presented to the Public Relations Division, Association for Education in Journalism and         Mass Communication, Denver, August 2010.

“Casual Linkages Between Relationship Cultivation Strategies and Relationship Cultivation Outcomes” (with Eyun-Jung Ki). Poster presented to the Public Relations Division, Association for Education in Journalism and Mass Communication, Chicago, August 2008.

“Reliability and Validity of Organization-Public Relationship Measurement and Linkages among Relationship Indicators on a Membership Organization” (with Eyun-Jung Ki). Paper presented to the Public Relations Division, Association for Education in     Journalism and Mass Communication, Washington, D.C., August 2007.

“Reliable and Valid Relationship Maintenance Strategies Measurement” (with Eyun-Jung Ki). Paper presented to the Public Relations Division, International Communication Association, San Francisco, May 2007.

“Organization-Public Relationships: Measurement Validation in a University Setting” (with Samsup Jo and Brigitta Brunner). Paper presented to the 6th Annual Educators Academy Research Conference, Public Relations Society of America, Miami, FL, March 2003.

“The Influence of Sex Composition in Power Positions on Public Relations Practitioners’ Gender-Related Perceptions” (with Youjin Choi). Paper presented to the Public Relations Division, International Communication Association, Washington, D.C., May 2001.

“Measuring Public Relationships among Students and Administrators at the University of Florida” (with Brigitta Brunner). Paper presented to the 4th Annual Educators Academy Research Conference, Public Relations Society of America, Miami, FL, March 2001.

“Measuring Public Relationships and Stages of Diversity Integration Among University Students and Administrators” (with Brigitta Brunner). Panel presentation for “Current Research on Organization-Public Relationships” with John A. Ledingham, Laurie Wilson, James E. Grunig, Larissa A. Grunig, Yi-Hui Huang, and Susan Lucarelli Dimmick, Public Relations Division, International Communication Association, Acapulco, Mexico, June 2000.

“Measuring the Bottom-Line Impact of Public Relations” (with Yungwook Kim), PRSA Educators Academy, Second International, Interdisciplinary Research Conference, College Park, MD, June 1999, 38 pages.

“Feminist Values in Public Relations” (with Larissa Grunig and Elizabeth Toth), Public Relations Division, International Communication Association, San Franciso, May 1999, 27 pages.

“Public Relations in Korea: Applying Theories and Exploring Opportunities” (with Yungwook Kim), Public Relations Division, National Communication Association, New York City, November 1999, 30 pages.

“Goals, Objectives, and Evaluation: Demonstrating Effectiveness in Public Relations,” Public Relations Division, Association for Education in Journalism and Mass Communication, Chicago, July 1997, 42 pages.

“‘To Redeem the Soul of America’: Public Relations and the Civil Rights Movement,” Public Relations Interest Group, International Communication Association, Montreal, Canada, May 1997, 64 pages.

“‘What Have You Done for Me Lately?’: Exploring Effectiveness in Public Relations,” Public Relations Division, Association for Education in Journalism and Mass Communication, Anaheim, CA, August 1996, 52 pages.

“Public Relations and the World Wide Web: Designing an Effective Homepage” (with Michelle Henley, Debra Gennarelli, and Tom Kelleher), Public Relations Division, Association for Education in Journalism and Mass Communication, Anaheim, CA, August 1996, 32 pages.

“Diversity in Journalism and Communications Higher Education: Part I: Conceptions of Diversity” (with Sandra Chance and Michael Weigold), Commission on the Status of Women, Association for Education in Journalism and Mass Communication, Anaheim, CA, August 1996, 35 pages.

“Dimensions of Diversity: Ideology and Group Membership as Predictors of Diversity Implications” (with Michael Weigold and Sandra Chance), Commission on the Status of Women, Association for Education in Journalism and Mass Communication, Anaheim, CA, August 1996, 28 pages.

“Toward a Feminist Theory of Public Relations,” Public Relations Division, Association for Education in Journalism and Mass Communication, Kansas City, MO, August 1993, 61 pages.

“Revisioning the ‘Minority’ Status of Women in Communications: Lessons from Public Relations,” Florida College English Association, Daytona Beach, FL, January 1992, 20 pages.

“‘Excavating’ University Culture: Anthropology and Gender Issues in Public Relations,” Pre-conference Working Paper, Seminar on Gender Issues and Public Relations, Association for Education in Journalism and Mass Communication, Washington, D.C., August 1989, 22 pages.

“Exploring Feminist Research in Journalism and Mass Communication” (with Larissa Grunig), Committee on the Status of Women, Association for Education in Journalism and Mass Communication, Washington, D.C., August 1989, 67 pages.

“From Warnings to Encouragement: Feminist Scholarship in Communications” (with Larissa Grunig), Ohio University College of Communication Research Days Conference and Award Competition, Athens, OH, April 1989, 48 pages.

“Feminism as Catalyst in Journalism and Mass Communication,” Graduate Women’s Studies Conference, College Park, MD, March 1989, 48 pages.

“Reconstruction of a Situational Theory of Communication: Internal and External Concepts as Identifiers of Publics for AIDS” (with James Grunig), Communication Theory and Methodology Division, Association for Education in Journalism and Mass Communication, Portland, July 1988, 37 pages.

“J. Grunig’s Asymmetrical and Symmetrical Models of Public Relations: Contrasting Features and Ethical Dimensions,” Fairleigh Dickinson University Conference on Corporate Communications, Madison, NJ, May 1988, 34 pages.

“Credibility and J. Grunig and Hunt’s Models of Public Relations: From Asymmetrical to Symmetrical Communication at the U.S. Nuclear Regulatory Commission,” Educator’s Section, Public Relations Society of America, Los Angeles, November 1987, 34 pages.

Research

Dr. Hon’s current research involves developing theory about digital social advocacy, which examines how citizens are using digital tools to mobilize around social issues and advocate for social change in the public interest.  Hon’s scholarship also has focused on relationship theory and instrumentation vis-à-vis organizations’ major stakeholders, including customers, investors/donors, employees, government, the community, and activist publics. Measurement of relationship strategies and outcomes is a critical component of evaluating the effectiveness of public relations. Another major focus has been gender issues in public relations, particularly women in the workplace.

Research Keywords

Public relations, digital social advocacy, activism

Research Areas

  • Digital and Emergent Media
  • Gender Issues/Media Content and Gender Studies
  • Public Relationships, Partnerships and Coalitions
  • Strategic Communication

Courses

Syllabi from the current and three previous semesters: