战略传播的世界观:一个多案例的实证研究

A Multi-case Analysis on Strategic Communication from Organizational Worldviews' Perspectives

世界观对于研究和实践战略传播活动具有至关重要的影响。本研究通过多案例研究方法,检验了Carl Botan提出的战略传播的四种模式:固执性、抵御性、协作型、整合型,并进一步探究品牌危机事件中制定战略传播的环境观、变革观、公众观、议题观、沟通观和从业者观。研究发现,中外企业在品牌危机应对中的战略传播水平存在较大差距,根本上源于中外企业不同的战略传播世界观,而影响战略传播的组织立场和要素,构成了战略传播的世界观。本研究提出了战略传播世界观要素模型,并对这些观点给出实证研究结论。

Organizational worldviews are evolved and derived from the organizational culture. They are critical to the study and practice of strategic communication. Applying Carl Botan's Grand Strategic Models, this study attempts to explore how the strategies and tactics used in crisis communication and management were constrained and driven by grand strategies, using the cases of Chinese local brands and international brands. The four grand strategies include(1) intransigent strategy,(2) resistant strategy,(3) cooperative strategy, and(4) integrative strategy. Equal emphasis is also placed on the discussion of six dimensions of grand strategies: organizational goals, attitudes towards change, publics, issues, communication, and public relations practitioners. The findings revealed there existed fundamental differences in the practice of crisis communication and management between and among Chinese local and international brands. The results also showed that Carl Botan's Grand Strategy models are adequate and meaningful in explaining the practice of crisis communication and management in Chinese context, further validating the Models.