博客公关应用价值浅析

博客的个性化、交互性、可信度等特征使它迅速获得了企业的青睐,在企业建树品牌、推广产品、市场调研、创造忠诚、危机管理等公关行为中发挥着独特的作用。本文对博客公关的内涵及其应用价值予以比较系统的归纳,阐述了博客公关的特殊意义。

企业博客公关传播模式与运作机理探析

本文从博客公关现状入手,首先对企业博客公关的含义做了明确的界定,并认为博客公关是一种通过个人形成的博客圈进行信息的病毒式传播的组织传播模式。最后详细、深入地探讨了博客公关的运作机理,并得出了博客公关运作机理示意图。

博客传播的媒介环境学审视——以潘石屹新浪博客公关为例

2005年底,以新浪为首的博客服务商推出名人博客,一石激起千层浪,名人博客的风声雀跃直接推动了我国博客发展进程。其中,知名地产商潘石屹是我国首位博客点击突破千万的财经界人物,他搭乘博客对SOHO中国进行了悄无声息地公关营销。本文从媒介环境学和博客公关的传播学视角分析潘石屹新浪博客,对其如何进行商业公关、如何塑造自身形象等问题进行了探讨,并针对名人博客公关现象进行反思。

Managing Public Relationships via Corporate Blogs

This research explored the organization＇s public relationship management practices in corporate blogs on the web. Content analyses of corporate blogs of large Korean firms over two years in a longitudinal design revealed that relationship management strategies of openness, positivity and sharing of tasks were featured relatively strongly, whereas networking, access, and assurances were enacted relatively weakly. Further, most Korean corporate blogs utilized a tightly controlled top-down strategy. In addition, the use level of relationship management strategy was tied to the kind of corporate blogging strategies, but not to the industry type of the firms. Although utilized the same social media device, corporate blogs enacted different purposes and relational management activities in different countries, indicating that corporate blogs are largely cultural and driven locally.