文档介绍：本科毕业设计(论文)
外文翻译
原文:
Content analysis of corporate blogs as a relationship management tool
Blogs are one of the newest forms of munication which public relations (PR) practitioners have begun to explore as a tool for munications (Hill, 2004; Kent, 2008; Porter et al., 2007; Smudde, 2005). Several business trade magazines have noticed the new emerging phenomenon. For example, in May, BusinessWeek (2005) published a special report about corporate blogs under the title “Blog will change your business,” showing a few essful corporate blog cases including blogs by GM and Stonyfield Farm.
As Marken (2005) argued, blogs have the potential to be an effective and efficient munication tool because of the unique characteristics facilitating both one- and two-munication, and both mass and munication. Therefore, it is argued that blogs offer a unique channel for a corporation to municate with its publics in an intimate way that resembles munication, while reaching out to the mass audience (Kelleher and Miller, 2006). Many researchers have suggested that relationship management strategies used between anization and its publics are very similar to those between intimate persons (Grunig and Huang, 2000). Based on this notion, PR campaigns often adopt relationship management strategies used in interpersonal relationships, such as keeping in contact with each other, communicating openly, or