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Government-Oriented Corporate Public Relation Strategies in Transitional China

Published online by Cambridge University Press:  02 February 2015

Yuanqiong He  and
Zhilong Tian
Yuanqiong He
Affiliation:
Huazhong University of Science and Technology, China
Zhilong Tian
Affiliation:
Huazhong University of Science and Technology, China
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Abstract

This study proposes an initial and a revised model of government-oriented public relation (PR) strategies based on the results of two content analyses of website news regarding the PR activities of 76 firms in general and six well-known firms in China in more depth. With the perspective of resource dependence theory, this model reveals that firms in China employ six types of formal PR strategies, including visitation, philanthropy, participation, publicity, party involvement and political propaganda, to manage their dependence on government for resources. Further, the implementation of such strategies involves a four-step process: organizing PR activities with economic, social and political significance; obtaining the involvement and recognition of the government; building firms' resource, moral and cultural legitimacy in the government's eyes; and interacting with the government on the issues of firms' dependence to influence government policies relative to firms. We also explore the differences that exist among firms with different ownership structures in the use of these PR strategies, the level of government involved and the issues pursued.

Keywords

content analysisgovernment-oriented public relation strategiesinstitutional environmentresource dependence theorywebsites资源依赖理论政府导向公关策略内容分析制度环境网站
Type
Articles
Information
Management and Organization Review , Volume 4 , Issue 3 , November 2008 , pp. 367 - 391
Copyright
Copyright © International Association for Chinese Management Research 2008

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