微博营销外文翻译博客公关：博客公共关系的探索性分析

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博客公关：博客公共关系的探索性分析关键词：博客 公共关系

42、互动性 可用性摘要：尽管微博在互联网上日益流行，但这仍是一个公共关系中很少涉足研究的领域。分析显示，微博已被作为一项沟通工具，而不仅仅是公共关系知识系统主要信息源。本文提供了67博客来确定研究的问题，它们是否是该领域的理论发展的工具，对处理公共关系的结构和内容进行探索性研究。除了其内容，我们已经看到博客的结构，实用性和互动性。1、介绍博客是一些作者在线交流的主要工具，然而在一个给定的问题上别人很少超过专家们的意见,（埃雷拉塞拉亚，2006年）。他们是这样的，近中期（1996年开始）的概念仍然存在争议和值得商榷（巴顿，2005年）。在任何情况下，他们的说服力和信息功能，是具有重大意义的，因为他们

43、可以得到比公众舆论更巨大的影响力的意见领袖。在这个意义上斯威特斯和metzgar（2007年）已经证明，在危机情况下，阅读个人博客的人有危机组织的看法。博客的崛起似乎是肆无忌惮的，它是一种现象，是发生在所有的知识领域的（詹金斯，2006年）。目前有超过60万个博客的存在，每一天有75,000条新闻产生（科恩与克里希纳穆尔蒂，2006年）。全球超过14万人坚持在互联网上写个人日记，超过100万人习惯阅读博客（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。曾经没有传播媒介如此迅速地蓬勃发展。博客作家每天写70万至130万篇文章几乎是一个第二（戈迪略，2007年）。

44、由于他们的到来，因为有他们的社会认知，目标和文化，经济，政治和媒体的影响（杨，2007年），博客已经改变。网志已经多样化，并在教育，商业，政治，新闻和公共关系等不同领域有所发展。根据何礼泰（2005年）的说法，公共关系的交际网志的使用双重基础。一方面，他们让业界人士分析市场，并确定他们观众的意见来衡量一个企业，产品或品牌的舆论。另一方面，通过他们的参与，给予个人和组织的意见的主要技术，来张贴评论其他博客或创建自己的博客。然而，这项研究中，不注重分析企业博客，仅仅把公共关系作为一种工具使用，但看起来在关公共关系方面，公共关系或它的活动之一是博客的主旋律。我们的目的是分析公关博客是什么，或它处理什

45、么问题，在博客文章中，除了这个新的交际工具，可能会影响其效果，传递信息的任何结构元素：目标，结构和可用性程度，交互性和连接水平。2、方法公关博客数据库并不多见。一个最全面，并定期更新的网上公共关系（http:/www.online-）1目录，由詹姆斯h诺顿创建。我们选择了这个数据库，其中包括公共关系博客目录分为四大类：公共关系大会（67博客），目录和聚合（7），杂项（3），高科技公关（8）。为了避免任何偏见，从分类标准，研究的目的，我们从公共关系的总类中选取67博客。 2006年10月和2007年1月之间进行了数据采集。因此，选择的样本进行分析，包括67个来自世界各地的公共关系博客。对于数据收

46、集，我们制定了50个项目措施，后来被归类创建为主要分析变量分析模板。这些变量是：（一）作者：博客写雇员的个人，组织，和纯粹的组织，因此，是客观分类。（二）内容：对博客文章中出现的问题和图像或其他资源进行分析。研究其追求的目标，还审议了博客的捆绑内容。（三）互动性：根据博客上提供的互动资源，用此来衡量用户参与程度。这些措施包括：选项为外部用户要发表评论，或通过电子邮件，播客，音频和视频下载，销售的产品和服务，用户调查，并认购的可能性联系博客作者。（四）可用性：这是一个发展高效互动（哈拉汉，2001年）必要的先决条件。这个变量的分析，体现出微博是多么容易使用的手段：其他博客，内部的搜索引擎，以前的

47、文件列表，最近博客文章列表和日历上的搜索引擎。（五）连接：这一措施的博客链接到其他网站的程度，是通过其他链接的博客或网站的兴趣看出来的。所有研究项目的描述性统计数据分析的重点，除了应急表和变量的相关性外。鉴于研究变量的特点 - 主要是名义和有序 - 伽玛指数是最合适的相关指标的分析。 3、结果文中所研究的博客创建日期显示，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的样本的博客创建日期是从2004年至今。我们不难确认5个博客（7.5）的创建日期。博客的定义范式之一是，他们在实时写入。有了这个新的媒介，我们将不再讲究说话频率，而注重实时，持续贡献。这个的好处是

48、，他们更具活力和对话风格更丰富，但他们缺乏沉思（奥利维拉，2006年）。尽管有这些特点，分析一半以上（53.7）的博客发现，每5天左右收到新的博客文章。只有11.9，在每天的基础上，更新包括新的输入。3.1、著作权在他们的研究中，将企业博客李某，黄某和李（2006）分成五类：员工博客，任何在该公司的工人负责写作：博客群，这是工人的博客，不是独自一人保管，由一群专家管理；行政博客，由管理层书写；推广博客，这是一个客观的企业博客，寻求产品和事件的讨论；最后，通讯博客，通过其信息客观地代表公司的立场。为我们自己的研究中，我们已经用博客的著作权分类，它只有三种分析类别：公关专业人士负责的个人博客，公司

49、雇员的书面博客，既是非管理又是管理类别的和公司公关博客。在这项研究中分析的博客中最大份额（77.6）是个人博客，主要由公关专业人员编写的。由员工或管理机构书写的企业博客，构成一个更小的比例（16.4）。客观企业博客是迄今为止占比重最小的一组（4.5）。这一数据证实了这一事实，博客的主要特点之一是，他们是个人，用户寻求 “人类的声音”（詹金斯，2006年）的沟通。客观企业博客没有被博客社区广泛接受（lee等，2006：页320），因为它们作为营销工具或公关部的简单过滤器。表一分析博客的目的 博客的目标n%给个人的意见5480.6评论时事6292.6通知有关个人生活2638.8关于产品/服务通知3

50、450.7通知有关组织2841.8理论发展1928.3关于个人博客的类型，这些结果与其他研究发现吻合。沙伊特，鲱鱼，奖金，怀特（2004）在2003年对199个博客样本进行研究，也观察到，大多数博客（70）都是个人的。事实上，根据这项研究发现，个人信息是博客的定义性特征之一。然而，在这些成果中最引人注目的是微博作为组织构成的强大交际工具，员工写的企业博客所占份额却极低，。一些企业已经发现了自己的潜力，并鼓励员工保持博客书写。这些包含个人的，主观的沟通不直接由该公司发送，公正和不偏不倚的第三方意见和信息。然而，这种类型的通信的价值在于不仅在它的公正性，而且在提供个人信息，提升公司形象，并建立积极

51、的社会愿景（lee等，2006年）。3.2.内容表1显示了分析博客的主要目标。可以看出，大多数都在寻求在公共关系行业中局部事务的评论，以及在这些问题上发表个人意见。鉴于博客分析在很大程度上是个人的，利益的贡献是可以理解的。相反，目标是周围的公共关系理论的辩所占的比例低，是不足为奇的。如果从我们的研究内容看，我们发现，88.1的博客分析包含对公共关系的各个方面和85.1是对其他交际事务的意见。博客评论和博客沟通比例也相当（74.6），但在一个较低的比例。值得强调的是对作者个人生活的各个方面的评论，如旅行，爱好，家庭和专业成就，、飙升到博客的50.7%。这表明，网志是个人在所有领域重点讨论的具有较

52、强功能的交际工具。总体而言，这一数据表明，属于一个组织的博客，在其内容和博客文章方面显得更严肃，更正式。此外，他们还从根本上提供了公司自己的信息，宣传了网站。这种个人博客的对比，基调的范围可以从严格的规范文到口语。结果还显示了公共关系专业和非专业的博客的内容之间的差异。前者探讨公共关系和一般的沟通问题，以及博客和互联网上的话题。然而，由非专业人士撰写的网志，在广告，电视和其他更多的信息方面提供意见。这些不包含经验，仅仅是多这个领域的意见和看法。从广义上讲，博客上没有广告。虽然41.8的样本包括横幅都有广告，但这些都不是针对博客的广告，虽已加入到博客加以强调，显示或评论，但这些是从营销传播的角度

53、而言的传统广告。因此，它们以高度的主观性构成了广告集成到用户评论。最后，表2显示的百分比是分析网志博客文章解决的主要问题。很明显，有95.5的博客讨论的是他们的意见。这些关注体现这一新的交际工具的特点和使用其在公共关系的重要性。未来在互联网上传播的主题是最重要的，除了从公共关系的理论和实践中，尽管从以上的专业或学术研究为基础的立场来确定主题。表二公关在博客文章中讨论的问题 公关问题讨论 n %专业和劳动力市场4465.7公关公司4465.7客户2638.8公关理论和实践5074.6互联网通讯5785.1博客6495.5书4364.2活动4364.2内部资料仅供参考9jwkffwvg#tym*j

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