企业博客作为一种管理工具的内容研究外文翻译.doc

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 online communication which public relations (PR) practitioners have begun to explore as a tool for corporate communications (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 successful corporate blog cases including blogs by GM and Stonyfield Farm. As Marken (2005) argued, blogs have the potential to be an effective and efficient corporate communication tool because of the unique characteristics facilitating both one- and two-way communication, and both mass and interpersonal communication. Therefore, it is argued that blogs offer a unique channel for a corporation to directly communicate with its publics in an intimate way that resembles interpersonal communication, while reaching out to the mass audience (Kelleher and Miller, 2006). Many researchers have suggested that relationship management strategies used between an organization 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 showing commitments. Owing to the unique nature of blog communication – having characteristics of both interpersonal and mass communication – some view blogs as an ideal medium for PR campaigns (Marken, 2005; Smudde, 2005). Following the growing interests in and adoption of corporate blogging in recent years, researchers have begun paying attention to this unique phenomenon (Lee and Trimi, 2008). A few existing studies have discussed potential risks and benefits of corporate blogs (Cox et al.,