微博營銷外文翻譯博客公關(guān)：博客公共關(guān)系的探索性分析

1、blogging pr: an exploratory analysis of public relations weblogskeywords:weblogpublic relationsinteractivityusabilityabstract：although there are ever more weblogs on the internet, this is an area that has been little researched in public relations, and where they have been analyzed it has been as a

2、tool for communication rather than a primary information source in the public relations body of knowledge. this paper provides an exploratory study of the structure and content of 67 blogs on public relations to determine what issues they deal with and whether they are a tool for the theoretical dev

3、elopment of the eld. in addition to their content we have looked at the structure, usability and interactivity of the blogs.1. introductionblogs are seen by some authors as major tools for online communication, whereas by others they are little more than experts opinions on a given issue (herrera &

4、celaya, 2006). they are such a recent medium (beginning in 1996) that the concept remains controversial and arguable (barton, 2005). in any event their persuasive and informative function is of great relevance as they can obtain opinion leadership with a huge inuence over public opinion. in this sen

5、se sweetser and metzgar (2007) have demonstrated that in crisis situations, people who read personal blogs have a lower perception of crisis for an organization.the rise of blogs seems to be unbridled and it is a phenomenon that is occurring in all knowledge elds (jenkins, 2006). there are currently

6、 over 60 million blogs in existence and 75,000 new ones each day (cohen & krishnamurthy, 2006). more than 14 million people worldwide keep a personal diary on the internet and a further 100 million (one third of the active web universe) read blogs habitually (gordillo, 2007). every six months the bl

7、ogosphere population doubles, and it is today sixty times greater than three years ago. no communication medium has ever burgeoned so rapidly. weblog writers produce 700,000 to 1.3million articles every dayalmost one a second (gordillo, 2007). since their arrival blogs have been changing, as have th

8、eir social perception, objectives and cultural, economic, political and media impact (yang, 2007). weblogs have diversied and are developing in such diverse spheres as education, business, politics, journalism and public relations.according to hallett (2005), the communicative use of weblogs in publ

9、ic relations has twofold foundations. on the one hand they enable professionals to analyze the market and ascertain the opinions of their audiences to gauge public opinion on a business, product or brand. on the other, they are a major technique for participating and giving opinions both personal an

10、d organizational, be it by posting comments on other blogs or creating ones own.this study, however, does not focus on analyzing corporate blogs, which are used as a public relations tool, but looks at blogs concerning public relations in which public relations or one of its activities is the main t

11、heme. our aim is to analyze what public relations blogs are about, or what issues are dealt with in blog posts, in addition to any structural elements of this new communicative tool that may affect its efcacy to transmit information: objectives, structure and degree of usability, interactivity, and

12、level of connectivity.2. methoddatabases of public relations blogs are few and far between. one of the most comprehensive, and regularly updated, is the online public relations (http:/www.online-)1 directory, created by james h. norton. we have chosen this database which encompasses a public relatio

13、ns blogs directory split into four categories: public relations general (67 blogs), directories and aggregators (7),miscellaneous (3), and high-tech pr (8). in order to avoid any bias resulting from the categorization criteria, for the purposes of this study we took 67 blogs from the public relation

14、s general category. the data collection was carried out between october 2006 and january 2007. therefore, the sample selected for analysis consists of 67 blogs on public relations from around the world.for the data collection we drew up an analysis template that measures 50 items which were later ca

15、tegorized to create the main analysis variables. these variables were:(a) author: the blogs were classied as personal, organizational written by an employee, and purely organizational and, therefore, impersonal.(b) content: analysis was carried out of both the issues arising in the blog posts and th

16、e images or other resources. the content of blogs is tied up with its pursued objectives, which were also examined.(c) interactivity: this measures the degree of user participation, according to the interactive resources available on the blog. these include: the option for external users to post com

17、ments or contact the blog author by e-mail, podcasting, audio and video downloads, sales of products and services, user surveys, and the possibility of subscribing.(d) usability: this is a necessary requisite to develop efcient interactivity (hallahan, 2001). this variable analyzes how easy it is to

18、 use the weblog for those who access it by means of: search engines on other blogs, internal search engines, list of previous les, list of most recent blog posts, and calendar.(e) connectivity: this measures the extent to which the blog is linked to other websites, be it through other linked blogs o

19、r websites of interest.the analysis focuses on the descriptive statistical data on all of the items under study, in addition to the contingency tables and variable correlation. given the characteristics of the study variables largely nominal and ordinal the gamma index was used as the most suitable

20、correlation index for the analysis.3. resultsa look at the date when the blogs analyzed were created reveals that the lions share was set up very recently. only 31.3% go back earlier than 2004. by contrast, 61.2% of the sample blogs were created between 2004 and the present. it was not possible to a

21、scertain the creation date for ve blogs (7.5%).one of the dening paradigms of blogs is that they are written in real time. with this new medium we shall no longer speak of frequency but of real time, of ongoing contributions. the upside of this is that they are more dynamic and enriched with a range

22、 of conversational styles, but they are lacking in contemplation (orihuela, 2006). despite these characteristics, over half of the blogs analyzed (53.7%) receive new blog posts around every ve days. only 11.9% are updated or include new input on a daily basis.3.1. authorshipin their study into corpo

23、rate blogs lee, hwang, and lee (2006) split them into ve categories: the employee blog, written by any worker in the company; the group blog, which is a workers blog kept not by one person alone but by a set of experts; the executive blog, written by management; the promotional blog, which is an imp

24、ersonal corporate blog seeking to spark discussion on products and events; and lastly, the newsletter blog, which is also impersonal and aims to represent the company stance through its information. we have used this blog authorship classication for our own study but brought it down to only three an

25、alysis categories: personal blogs, by public relations professionals; company blogs written by an employee, 2 either non-management or management; and public relations company blogs.the largest share (77.6%) of the blogs analyzed in this study is personal, written primarily by public relations profe

26、ssionals. corporate blogs written by employees or management constitute a much smaller proportion (16.4%). impersonal corporate blogs were by far the smallest group (4.5%). this data corroborates the fact that one of the main characteristics of blogs is that they are personal, and users seek this hu

27、man voice in their communication (jenkins, 2006). impersonal corporate blogs are not as widely accepted by the blogger community (lee et al., 2006: p. 320) because they are seen as marketing tools or as simple lters from the public relations department.table 1objectives of analyzed blogs blogs objec

28、tivesn%give personal opinions5480.6comment on current affairs6292.6inform about personal life2638.8inform about products/services3450.7inform about an organization2841.8theory development1928.3with regard to the type of personal blogs, these results match those found in other research. herring, sche

29、idt, bonus, and wright (2004), in a study conducted in 2003 on a sample of 199 blogs, also observed that most blogs (70%) were personal. indeed, according to this study, personal information is one of the dening characteristics of blogs. however, what is most striking in these results is the low per

30、centage of corporate blogs written by employees, given the powerful communicative tool that they constitute for organizations. some companies have caught on to their potential and encourage their staff to keep blogs. these contain personal, subjective communication that is not directly sent out by t

31、he company but by a third party who gives their own opinions and the information is therefore perceived as impartial and unbiased. however, the value of this type of communication lies not only in its impartiality but also in the personal information provided, which gives a human face to the company

32、 and builds up a positive community vision around it and its products (lee et al., 2006).3.2. contenttable 1 shows the main objectives of the blogs analyzed. as can be seen, most seek to comment upon topical affairs in public relations profession, as well as to voice personal opinions on these issue

33、s. given that the blogs analyzed are largely personal, interest in the authors contributions is understandable. conversely, the low percentage of weblogs that aim to debate issues surrounding public relations theory is surprising.if we look at the contents we nd that 88.1% of the blogs analyzed cont

34、ain comments on various aspects of public relations and 85.1% on other communicative affairs. commentaries on blogs and communication in the blogosphere are also considerable (74.6%), albeit in a lower proportion. it is worth highlighting that comments on aspects of the authors personal life, such a

35、s trips, hobbies, family and professional achievements, arise in 50.7% of the blogs. this reveals that weblogs are communicative tools with a strong personal emphasis in all areas discussed.overall, this data suggests that blogs belonging to an organization are more serious and formal, in both their

36、 content and the blog posts. moreover, they fundamentally provide information on their own company and publicize its website. this contrasts with personal blogs where the tone can range from the strictly formal to the colloquial.the results also reveal differences in the contents of professional and

37、 non-professional public relations blogs. the former explore issues in public relations and communication in general, as well as the blogosphere and the internet. however, the blogs written by non-professionals provide opinions on advertising, television and other more informative aspects. these do

38、not contain experiences but opinions and perception of the eld.broadly speaking, there is no advertising on blogs. although 41.8% of the sample includes banners, these are not advertising of the blog but traditional adverts that have been added to blog posts to be highlighted, displayed or commented

39、 on from a marketing communications perspective. therefore, they constitute advertising integrated into the user comments, with a high degree of subjectivity.lastly, table 2 shows the percentages of the main issues tackled in the blog posts on the weblogs analyzed. as is evident, 95.5% of the blogs

40、discuss the blogosphere in their comments. these concern the importance of this new communicative tool, its characteristics and its use in public relations. the next most important are topics on internet communication, in addition to the theory and practice of public relations, albeit from more of a

41、 professional than an academic or research-based stance.table 2pr issues discussed in blog posts pr issues discussed n %profession and labor market4465.7pr rms4465.7clients2638.8pr theory and practice5074.6internet communication5785.1blogs6495.5books4364.2campaigns4364.2博客公關(guān)：博客公共關(guān)系的探索性分析關(guān)鍵詞：博客 公共關(guān)系

42、互動性 可用性摘要：盡管微博在互聯(lián)網(wǎng)上日益流行，但這仍是一個公共關(guān)系中很少涉足研究的領(lǐng)域。分析顯示，微博已被作為一項溝通工具，而不僅僅是公共關(guān)系知識系統(tǒng)主要信息源。本文提供了67博客來確定研究的問題，它們是否是該領(lǐng)域的理論發(fā)展的工具，對處理公共關(guān)系的結(jié)構(gòu)和內(nèi)容進行探索性研究。除了其內(nèi)容，我們已經(jīng)看到博客的結(jié)構(gòu)，實用性和互動性。1、介紹博客是一些作者在線交流的主要工具，然而在一個給定的問題上別人很少超過專家們的意見,（埃雷拉塞拉亞，2006年）。他們是這樣的，近中期（1996年開始）的概念仍然存在爭議和值得商榷（巴頓，2005年）。在任何情況下，他們的說服力和信息功能，是具有重大意義的，因為他們

43、可以得到比公眾輿論更巨大的影響力的意見領(lǐng)袖。在這個意義上斯威特斯和metzgar（2007年）已經(jīng)證明，在危機情況下，閱讀個人博客的人有危機組織的看法。博客的崛起似乎是肆無忌憚的，它是一種現(xiàn)象，是發(fā)生在所有的知識領(lǐng)域的（詹金斯，2006年）。目前有超過60萬個博客的存在，每一天有75,000條新聞產(chǎn)生（科恩與克里希納穆爾蒂，2006年）。全球超過14萬人堅持在互聯(lián)網(wǎng)上寫個人日記，超過100萬人習(xí)慣閱讀博客（戈迪略，2007年）。博客世界人口每半年增加一倍，如今博客人口是三年前的六十倍。曾經(jīng)沒有傳播媒介如此迅速地蓬勃發(fā)展。博客作家每天寫70萬至130萬篇文章幾乎是一個第二（戈迪略，2007年）。

44、由于他們的到來，因為有他們的社會認(rèn)知，目標(biāo)和文化，經(jīng)濟，政治和媒體的影響（楊，2007年），博客已經(jīng)改變。網(wǎng)志已經(jīng)多樣化，并在教育，商業(yè)，政治，新聞和公共關(guān)系等不同領(lǐng)域有所發(fā)展。根據(jù)何禮泰（2005年）的說法，公共關(guān)系的交際網(wǎng)志的使用雙重基礎(chǔ)。一方面，他們讓業(yè)界人士分析市場，并確定他們觀眾的意見來衡量一個企業(yè)，產(chǎn)品或品牌的輿論。另一方面，通過他們的參與，給予個人和組織的意見的主要技術(shù)，來張貼評論其他博客或創(chuàng)建自己的博客。然而，這項研究中，不注重分析企業(yè)博客，僅僅把公共關(guān)系作為一種工具使用，但看起來在關(guān)公共關(guān)系方面，公共關(guān)系或它的活動之一是博客的主旋律。我們的目的是分析公關(guān)博客是什么，或它處理什

45、么問題，在博客文章中，除了這個新的交際工具，可能會影響其效果，傳遞信息的任何結(jié)構(gòu)元素：目標(biāo)，結(jié)構(gòu)和可用性程度，交互性和連接水平。2、方法公關(guān)博客數(shù)據(jù)庫并不多見。一個最全面，并定期更新的網(wǎng)上公共關(guān)系（http:/www.online-）1目錄，由詹姆斯h諾頓創(chuàng)建。我們選擇了這個數(shù)據(jù)庫，其中包括公共關(guān)系博客目錄分為四大類：公共關(guān)系大會（67博客），目錄和聚合（7），雜項（3），高科技公關(guān)（8）。為了避免任何偏見，從分類標(biāo)準(zhǔn)，研究的目的，我們從公共關(guān)系的總類中選取67博客。 2006年10月和2007年1月之間進行了數(shù)據(jù)采集。因此，選擇的樣本進行分析，包括67個來自世界各地的公共關(guān)系博客。對于數(shù)據(jù)收

46、集，我們制定了50個項目措施，后來被歸類創(chuàng)建為主要分析變量分析模板。這些變量是：（一）作者：博客寫雇員的個人，組織，和純粹的組織，因此，是客觀分類。（二）內(nèi)容：對博客文章中出現(xiàn)的問題和圖像或其他資源進行分析。研究其追求的目標(biāo)，還審議了博客的捆綁內(nèi)容。（三）互動性：根據(jù)博客上提供的互動資源，用此來衡量用戶參與程度。這些措施包括：選項為外部用戶要發(fā)表評論，或通過電子郵件，播客，音頻和視頻下載，銷售的產(chǎn)品和服務(wù)，用戶調(diào)查，并認(rèn)購的可能性聯(lián)系博客作者。（四）可用性：這是一個發(fā)展高效互動（哈拉漢，2001年）必要的先決條件。這個變量的分析，體現(xiàn)出微博是多么容易使用的手段：其他博客，內(nèi)部的搜索引擎，以前的

47、文件列表，最近博客文章列表和日歷上的搜索引擎。（五）連接：這一措施的博客鏈接到其他網(wǎng)站的程度，是通過其他鏈接的博客或網(wǎng)站的興趣看出來的。所有研究項目的描述性統(tǒng)計數(shù)據(jù)分析的重點，除了應(yīng)急表和變量的相關(guān)性外。鑒于研究變量的特點 - 主要是名義和有序 - 伽瑪指數(shù)是最合適的相關(guān)指標(biāo)的分析。 3、結(jié)果文中所研究的博客創(chuàng)建日期顯示，的大部分的博客都是最近成立的。只有31.3是早于2004年的。相比之下，61.2的樣本的博客創(chuàng)建日期是從2004年至今。我們不難確認(rèn)5個博客（7.5）的創(chuàng)建日期。博客的定義范式之一是，他們在實時寫入。有了這個新的媒介，我們將不再講究說話頻率，而注重實時，持續(xù)貢獻。這個的好處是

48、，他們更具活力和對話風(fēng)格更豐富，但他們?nèi)狈Τ了迹▕W利維拉，2006年）。盡管有這些特點，分析一半以上（53.7）的博客發(fā)現(xiàn)，每5天左右收到新的博客文章。只有11.9，在每天的基礎(chǔ)上，更新包括新的輸入。3.1、著作權(quán)在他們的研究中，將企業(yè)博客李某，黃某和李（2006）分成五類：員工博客，任何在該公司的工人負(fù)責(zé)寫作：博客群，這是工人的博客，不是獨自一人保管，由一群專家管理；行政博客，由管理層書寫；推廣博客，這是一個客觀的企業(yè)博客，尋求產(chǎn)品和事件的討論；最后，通訊博客，通過其信息客觀地代表公司的立場。為我們自己的研究中，我們已經(jīng)用博客的著作權(quán)分類，它只有三種分析類別：公關(guān)專業(yè)人士負(fù)責(zé)的個人博客，公司

49、雇員的書面博客，既是非管理又是管理類別的和公司公關(guān)博客。alpha在這項研究中分析的博客中最大份額（77.6）是個人博客，主要由公關(guān)專業(yè)人員編寫的。由員工或管理機構(gòu)書寫的企業(yè)博客，構(gòu)成一個更小的比例（16.4）。客觀企業(yè)博客是迄今為止占比重最小的一組（4.5）。這一數(shù)據(jù)證實了這一事實，博客的主要特點之一是，他們是個人，用戶尋求 “人類的聲音”（詹金斯，2006年）的溝通?？陀^企業(yè)博客沒有被博客社區(qū)廣泛接受（lee等，2006：頁320），因為它們作為營銷工具或公關(guān)部的簡單過濾器。表一分析博客的目的 博客的目標(biāo)n%給個人的意見5480.6評論時事6292.6通知有關(guān)個人生活2638.8關(guān)于產(chǎn)品/

50、服務(wù)通知3450.7通知有關(guān)組織2841.8理論發(fā)展1928.3關(guān)于個人博客的類型，這些結(jié)果與其他研究發(fā)現(xiàn)吻合。沙伊特，鯡魚，獎金，懷特（2004）在2003年對199個博客樣本進行研究，也觀察到，大多數(shù)博客（70）都是個人的。事實上，根據(jù)這項研究發(fā)現(xiàn)，個人信息是博客的定義性特征之一。然而，在這些成果中最引人注目的是微博作為組織構(gòu)成的強大交際工具，員工寫的企業(yè)博客所占份額卻極低，。一些企業(yè)已經(jīng)發(fā)現(xiàn)了自己的潛力，并鼓勵員工保持博客書寫。這些包含個人的，主觀的溝通不直接由該公司發(fā)送，公正和不偏不倚的第三方意見和信息。然而，這種類型的通信的價值在于不僅在它的公正性，而且在提供個人信息，提升公司形象，

51、并建立積極的社會愿景（lee等，2006年）。3.2.內(nèi)容表1顯示了分析博客的主要目標(biāo)?？梢钥闯觯蠖鄶?shù)都在尋求在公共關(guān)系行業(yè)中局部事務(wù)的評論，以及在這些問題上發(fā)表個人意見。鑒于博客分析在很大程度上是個人的，利益的貢獻是可以理解的。相反，目標(biāo)是周圍的公共關(guān)系理論的辯所占的比例低，是不足為奇的。如果從我們的研究內(nèi)容看，我們發(fā)現(xiàn)，88.1的博客分析包含對公共關(guān)系的各個方面和85.1是對其他交際事務(wù)的意見。博客評論和博客溝通比例也相當(dāng)（74.6），但在一個較低的比例。值得強調(diào)的是對作者個人生活的各個方面的評論，如旅行，愛好，家庭和專業(yè)成就，、飆升到博客的50.7%。這表明，網(wǎng)志是個人在所有領(lǐng)域重點討

52、論的具有較強功能的交際工具?？傮w而言，這一數(shù)據(jù)表明，屬于一個組織的博客，在其內(nèi)容和博客文章方面顯得更嚴(yán)肅，更正式。此外，他們還從根本上提供了公司自己的信息，宣傳了網(wǎng)站。這種個人博客的對比，基調(diào)的范圍可以從嚴(yán)格的規(guī)范文到口語。結(jié)果還顯示了公共關(guān)系專業(yè)和非專業(yè)的博客的內(nèi)容之間的差異。前者探討公共關(guān)系和一般的溝通問題，以及博客和互聯(lián)網(wǎng)上的話題。然而，由非專業(yè)人士撰寫的網(wǎng)志，在廣告，電視和其他更多的信息方面提供意見。這些不包含經(jīng)驗，僅僅是多這個領(lǐng)域的意見和看法。從廣義上講，博客上沒有廣告。雖然41.8的樣本包括橫幅都有廣告，但這些都不是針對博客的廣告，雖已加入到博客加以強調(diào)，顯示或評論，但這些是從營銷

53、傳播的角度而言的傳統(tǒng)廣告。因此，它們以高度的主觀性構(gòu)成了廣告集成到用戶評論。最后，表2顯示的百分比是分析網(wǎng)志博客文章解決的主要問題。很明顯，有95.5的博客討論的是他們的意見。這些關(guān)注體現(xiàn)這一新的交際工具的特點和使用其在公共關(guān)系的重要性。未來在互聯(lián)網(wǎng)上傳播的主題是最重要的，除了從公共關(guān)系的理論和實踐中，盡管從以上的專業(yè)或?qū)W術(shù)研究為基礎(chǔ)的立場來確定主題。表二公關(guān)在博客文章中討論的問題 公關(guān)問題討論 n %專業(yè)和勞動力市場4465.7公關(guān)公司4465.7客戶2638.8公關(guān)理論和實踐5074.6互聯(lián)網(wǎng)通訊5785.1博客6495.5書4364.2活動4364.2內(nèi)部資料僅供參考9jwkffwvg#

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