Yuanwei Lyu, Ph.D.

Biography

Yuanwei Lyu’s research focuses on three key areas: (1) corporate social advocacy (CSA) and corporate social responsibility (CSR); (2) crisis communication; and (3) organizational engagement on social media. Her scholarship has been published in several peer-reviewed journals, including the Journal of Intercultural Communication Research, Journal of Media Business Studies, and the International Journal of Advertising. Before pursuing her master’s and doctoral degrees, Lyu gained professional experience in international journalism, marketing, and public relations. She previously served as a project coordinator on the Public Affairs team at Edelman’s Beijing office. In her free time, Lyu enjoys cooking, camping, attending live music events, and spending time in nature. 

Academic Appointments 

Assistant Professor of Strategic Communication, Department of Communication, Marian University, August 2024 – Present

Education 

Ph.D., Communication and Information Science, The University of Alabama (expected Summer 2025). 
• Primary Area of Study: Strategic Communication 

M.A., Public Relations (Information and Communication Technologies Emphasis), Ball State University, 2018. 

Double B.A., Sichuan International Studies University, China, 2016. 
• Journalism (Focus on International Journalism) 
• Translation and Interpretation (English) 

Teaching Interests

• Public Relations Campaigns 
• Crisis Management 
• Public Relations Management 
• Principles of Public Relations 
• Social Media and Strategic Communication 
• Social Media Analytics 
• Public Relations Writing 
• Public Relations Strategies 
• Mass Media Theory and Methods 
• Corporate Management 

 Courses Taught at Marian University (2024–2025): 

• COM 227 Introduction to Strategic and Health Communication 
• COM 325 Strategic Writing for Communication 
• COM 465 Communication Campaigns 
• COM 218 Media and Society 
• COM 101 Public Speaking 

Selected Journal Articles 

• Britt, B. C., Hayes, J. L., Holiday, S., & Lyu, Y. (2024). Social Media Data Mining in Public Relations Research. *Journal of Public Relations Research*, 1–47.
• Brinson, N. H., Holiday, S., Park, H., & Lyu, Y. (2023). Examining the effects of addressable TV advertising on children and their parents. *International Journal of Advertising*, 1–24.
• Holiday, S., Hayes, J. L., Park, H., Lyu, Y., & Zhou, Y. (2023). A Multimodal Emotion Perspective on Social Media Influencer Marketing. *Journal of Interactive Marketing*, 58(4), 414-439.
• Lyu, Y. & Holiday, S. (2022). The Cross-Culture Selfie Study. *Journal of Intercultural Communication Research*, 1–20.
• Sherrill, L., Zhang, J., Deavours, D., et al. (2021). Journalism’s backstage players. *Journal of Media Business Studies*, 1–19.
• Holiday, S., Hayes, J. L., Britt, B. C., & Lyu, Y. (2020). The cause effect. *International Journal of Advertising*, 40(2), 199-224.