AI for Communication Hub Scholar Junzhen Li Debuts Groundbreaking AI Research at IPRRC

Junzhen Li, a graduate student from NC State University and a scholar of the AI for Communication Hub, recently presented her pioneering research at the prestigious International Public Relations Research Conference (IPRRC). Held in Orlando, Florida, on March 5, 2026, the conference provided an international platform for Li to share her paper, “Rebuilding Employer Attractiveness After AI Hiring Bias: Extending Situational Crisis Communication Theory to Algorithmic Crises.” Her participation was made possible through direct support and travel sponsorship from the AI for Communication Hub.

Li’s research addresses a critical and emerging challenge for modern organizations: the ethical consequences of using Artificial Intelligence (AI) in recruitment. As companies increasingly rely on automated hiring systems, public exposure of algorithmic bias—such as discrimination based on gender, race, or other social identities—can trigger unique corporate crises. These “algorithmic crises” not only damage organizational reputation but also undermine employer attractiveness in an increasingly competitive talent market.

A defining strength of Li’s work is its integration of classical communication theory with contemporary AI-driven challenges. This interdisciplinary perspective reflects the mission of NC State’s AI for Communication Hub, which is dedicated to supporting students in developing AI literacy alongside critical thinking about the societal implications of AI. Through its programs, the Hub equips students not only to use AI tools, but to question, interpret, and communicate about them responsibly.

As an active participant in the Hub’s AI Literacy Workshop, Li built a strong foundation in AI systems, data ethics, and algorithmic accountability. The Hub’s training enabled her to critically engage with AI’s societal impacts and translate those insights into meaningful research. Her work exemplifies how the Hub prepares students to navigate and lead in an AI-driven world.

Building on this foundation, Li advances academic discourse by extending Situational Crisis Communication Theory (SCCT). She introduces “moral outrage”—defined as a negative emotional response to perceived ethical violations—as a key variable in understanding algorithmic crises. Because AI bias is often interpreted as systemic injustice, Li argues that such crises uniquely provoke strong moral reactions that traditional frameworks have not fully addressed.

Her model further evaluates organizational response strategies. Li hypothesizes that a “deal” strategy—emphasizing accountability, accommodation, and sincerity—will be significantly more effective in reducing both blame attribution and moral outrage than a “diminish” strategy, which attempts to minimize responsibility. This insight provides actionable guidance for organizations seeking to rebuild trust after AI-related failures.

Additionally, her research considers how organizational type (tech vs. non-tech) may shape public expectations. While technology companies often benefit from higher baseline trust, Li suggests they may also face stricter scrutiny and greater responsibility when AI systems fail.

Ultimately, Li’s work reinforces that corporate reputation remains a key driver of employer attractiveness. Even in the aftermath of a crisis, organizations that respond effectively can signal positive workplace values and maintain their competitive edge in attracting talent.

Li’s presentation drew significant interest from global scholars and industry leaders. “Crisis communication for AI-triggered crises has remained underexplored,” she noted. “Public relations plays a crucial role in helping society interpret these new challenges and respond to AI-related ethical issues.”

As a scholar supported by the AI for Communication Hub, Li’s achievement highlights the Hub’s commitment to empowering students through education, mentorship, and tangible support such as research opportunities and conference funding. Her work not only advances the field of public relations but also reflects the Hub’s mission to prepare students to think critically, act ethically, and lead confidently in an AI-powered future.