门户网站的新生——以新浪为例

自1998年11月成立至今,新浪已经走过了12年互联网风雨飘摇路。它成立于中文互联网风起云涌的年代,曾独立尖端,引领风尚;也曾落于人后,显露疲态;而如今的新浪又开始展现活力,发挥旗手作用。     

网络媒体下企业危机公关研究——以“美联航”相关事件为例

互联网技术的不断发展促使了以微博、微信为载体的新媒体逐步发展,在很大程度上为公众的生活带来了极大的便利,也最大限度地提高了企业的危机系数,进一步增加了企业应对危机的难度。在这样的环境下,企业只有充分地利用新媒体的特点,有针对性地制定网络公关策略,才能更好地解决危机事件。文章分析了"美联航"相关事件,对事件中的媒体公关应对进行分析,进一步思考网络媒体环境下企业危机公关策略。     

环保的公关理念——访北京泛太传播集团董事长邓明

随着企业社会责任（CSR）理念的深入人心,越来越多的企业正将其付诸行动。北京泛太传播集团作为一个本土的知名公关公司,在10年迅猛发展的积淀中,对企业责任有了更加独特的认识与坚持。泛太传播总裁邓明也是无量善行慈善的董事长,其一引昌导的公关环保理念对业内人士颇有启发,并从另一角度诠释了公关公司应具备的企业贡任。     

中小民营企业国际化社会责任公关战略探讨——以温州哈杉为例的研究

国际化渐进理论认为,企业的国际化是一个逐步探索、渐进完成的过程。温州民营企业哈杉反规律而成功实现跳跃式成长,在全球金融危机背景下其成绩尤为亮眼,在进行成功归因分析中,其独特的社会责任公关战略成为其赢得利益相关者支持、顺利跨越文化障碍、有效化解各种危机的关键。     

微博营销背景下的旅行社用户特征与运用——以新浪微博为例

微博在近两年已成为人们生活中的一个重要组成部分.以新浪微博中的595个旅行社认证用户为研究对象,通过统计关注数量、粉丝数量、发帖数量、首贴时间和注册地,发现微博营销已成为众多旅行社新兴的营销方式之一,但也存在需要改进之处.文章最后也从关注、粉丝、发帖三个角度提出了相应的对策与建议,尤其提出旅行社应注意关注“后微博”时代的网络营销.     

我国企业境外上市中协议控制模式——以新浪公司为例

协议控制模式,是我国企业境外间接上市中使用的一种特殊结构。协议控制模式由新浪公司2000年于纳斯达克上市时首次使用。简而言之,协议控制模式通过一系列协议安排,使境外上市主体获得境内运营实体的实际控制权及其所有的经济收益,从而满足境外证券市场的上市要求。     

论食品企业危机公关的重要性——以“三鹿”事件为例

近年来,层出不穷的食品安全问题一直牵动着人们脆弱的神经。四年前,安徽阜阳"大头娃娃"事件中,曾一度被错误选入黑名单的"三鹿"集团,经过成功的危机公关为自己正了名。而四年后,这个中国奶粉的龙头老大却没能再次在危机公关中胜出。采用个案分析的方法,针对三鹿奶粉"结石门"事件,分析其此次危机公关中的失误点,并以此为例,对食品企业危机公关的重要性进行分析总结,以期能为食品企业的危机公关工作提供一些参考。     

基于社会网络分析的高校班级核心人物的研究——以某专业一班为例

在高校中班级凝聚力决定了一个班级的活力,怎样能更好地提升一个班级的凝聚力是各校班级管理人员所要努力的。掌握了班级的结构及重要人物就能更好更有效地管理一个班级。本文章基于Ucinet6.0软件对某专业一班友谊关系网络进行详细分析,找出班级中的重要人物,并就核心人物对如何提高该班级凝聚力提出了一些建议。     

企业危机的化解之道——以强生公司泰诺胶囊事件为例

在变幻莫测的社会环境下,企业危机随时可能发生。因此,企业经营者必须要有危机意识,掌握危机的化解之道。本文以强生公司泰诺胶囊事件为例,对企业危机的化解之道进行探讨。     

Public relations comes of age

Public relations (PR) is an important component of a firm's Integrated Marketing Communications strategy. Once populated by such passive acts as issuing press releases and responding to press inquiries, the field has “come of age” and developed into an active part of the firm's promotional activities. Today's PR employs such techniques as event sponsorship, stunt marketing, charitable activities, and placement (the paid appearance of a firm's products within entertainment content). This paper defines contemporary PR practice and develops rules for successful implementation of these modern approaches to promotion.     

论组织战略性公共关系维持中的情感传播策略

情感传播策略是组织实现战略性关系维持的内容纬度的核心层。本文试图提出战略性关系维持中情感传播的四大策略:情感体验策略、情感运作策略、积极情感的最大化策略和情感管理策略。     

Public relations,professionalism, and the public interest

The public interest statement contained in the PRSA Code of Professional Standards is unduly vague and provides neither a working definition of public interest nor any guidance for the performance of what most professions consider to be a primary value. This paper addresses the question of what might constitute public relations service in the public interest, and calls for more stringent guidelines to be developed whereby the profession may advance its service goals more clearly.Thomas H. Bivins, is an Associate Professor in the School of Journalism at the University of Oregon where he teaches public relations and mass media ethics. He received his Ph.D. in 1982 in telecommunication and taught for three years at the University of Delaware before returning to the U of O. Bivins received a B.A. in English and an M.F.A. in creative writing and has nearly twenty years of professional media experience, including work in radio, television, advertising, public relations and editorial cartooning.     

Public relations: The empirical research on practitioner ethics

An examination of the empirical literature on public relations ethics indicates serious doubts and concerns about the ethics of the public relations practice. Practitioners tend to perceive the ethics of their top management as higher than their own ethics, suggesting that top management (of which practitioners are a part) should be in the forefront of improving organizational and practitioner ethics.This article also discusses public relations practitioners' suggestions on how ethics in public relations can be improved. Sample members of the Public Relations Society of America most frequently suggest having ethics education, taking disciplinary action against violators of codes of ethics, and emphasizing professionalism of practitioners as strategies for improving practitioner ethics. This article also concludes that, because ethics education leads the list of suggestions, professional-development seminars and college-level courses might explore in further detail those ethics issues most common in the practice and might examine in group settings how the ethics of such issues are perceived by practitioners.Cornelius B. Pratt is Associate Professor of Communication Studies at Virginia Polytechnic Institute and State University, where he teaches international communication and public relations. His current research interests are mass media ethics in Third World development and ethics in public relations. He is an accredited member of the Public Relations Society of America.     

名人博客广告的商业突围

互联网的诞生改变了人们的生活,人们不仅可以从网上获得大量的资讯,还能通过互联网发布自己的信息。名人博客,就是娱乐明星、体育健将、业界精英等社会名流在互联网发布自己信息的一种具体形式,它将名人较高的知名度与博客灵活、简洁、个性的信息发布形式结合在一起,迅速赢得了广大受众     

Public relations and corporate social responsibility: Some issues arising

The paper questions current assumptions about the benefits of corporate social responsibility and the claims that corporations make on behalf of their corporate social responsibility programmes. In particular, the paper suggests that the use of corporate social responsibility for public relations ends raises moral problems over the motivation of corporations. The paper cautions that the justifications which corporations employ may either be immoral or inaccurate with regard to the empirical evidence gained from a small-scale qualitative study carried out in the UK at a time when the practice of corporate social responsibility was expanding quickly (1989). It is noticeable, in retrospect, that great emphasis is placed upon environmental rather than social responsibility. This implies that organisations are primarily reactive in their development of corporate social responsibility programmes and that they respond to external pressures rather than working out the nature of their corporate responsibilities. It might suggest that corporations only take such actions when they feel compelled to do so by consumerist and environmentalist lobbies. The paper argues that corporations do need to find moral justifications for their moral activities and to ensure that corporate social responsibility practice lives up to the claims made by public relations practitioners. The paper explores the nature of public relations and illustrates how its responsibility for corporate social responsibility extends beyond truthfulness in publicity.Jacquie L'Etang has postgraduate degrees in history, public relations, and social justice. She is a lecturer in public relations at the University of Stirling, Scotland, teaching on the M.Sc. in Public Relations full-time and distance learning courses. She teaches design and editorial management, communications, and business ethics. Her research interests are in corporate social responsibility and the history of public relations.     

The iconicity of celebrity and the spiritual impulse

Celebrity has a powerful material presence in contemporary consumer culture but its surface aesthetic resonates with the promise of deeper meanings. This Marketplace Icon contribution speculates on the iconicity of celebrity from a spiritual perspective. The social value or authenticity of contemporary celebrity, and the social processes through which it emerges, are matters of debate amongst researchers and competing approaches include field theory, functionalism, and anthropologically inflected accounts of the latent need for ritual, myth and spiritual fulfillment evinced by celebrity “worship.” We focus on the latter area as a partial explanation of the phenomenon whereby so many consumers seem so enchanted by images of, and stories about, individuals with whom they, or we, often have little in common. We speculate that the powerful presence of celebrity in Western consumer culture to some extent reflects and exploits a latent need for myths of redemption through the iconic character of many, though by no means all, manifestations of celebrity consumption.