微博營(yíng)銷(xiāo)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 res

2、earched in public relations, and where they have been analyzed it has been as a tool for communication rather than a primary information source in the public relations body of knowledge. This paper provides an explorator

3、y 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 development of the field. In addition to their content we have

4、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

5、given issue (Herrera 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 impersonal corporate blog

6、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 classifica

7、tion for our own study but brought it down to only three analysis categories: personal blogs, by public relations professionals; company blogs written by an employee, 2 either non-management or management; and public rel