Dialogic Public Relations Practice Through Corporate Websites Of Manufacturing Corporations In China
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Date
2017-01
Authors
Bai, Shuling
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Corporate website has played an increasingly important role in China. Most Chinese corporate websites pay more attention to disseminating corporate information than building relationships with publics. Dialogic public relations is proved to be effective for relationship building on websites. This research aims to examine the dialogic public relations practice of Chinese manufacturing corporations through their websites. There are four research objectives: (1) to examine the characteristics of corporate websites in promoting communication and public relations; (2) to examine the characteristics of corporate websites in addressing various publics with tailored contents; (3) to examine the dialogic characteristics of corporate websites in facilitating dialogic relationship building; and (4) to provide strategies for corporate websites in promoting dialogic public relations. This research adopted mixed method of content analysis and in-depth interview. Content analysis was used to examine the manifest settings and application of corporate websites, whereas in-depth interview was used to explore underlying reasons for such representation and internal perceptions. Approximately 100 manufacturing corporate websites of Chinese Fortune 500 companies were randomly selected as samples for content analysis, and interviews were conducted among 10 corporations from these 100 content analysis samples. This research has resulted in some significant findings. First, although corporate websites could benefit corporate communication and public relations in various ways, most of them were still considered secondary tools and received limited corporate resources.
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Keywords
Public relations practice through corporate websites , manufacturing corporations in China