Corporate Associations Written on the Wall: Publics’ Responses to Fortune 500 Ability and Social Responsibility Facebook Posts

This is a quantitative content analysis of Fortune 500 companies’ Facebook profiles, wall posts, and wall comments. It confirms that a 3-part typology of message strategies—corporate ability (CA), corporate social responsibility (CSR), and hybrid—exists in corporate online social networking communication. As predicted, when corporations used CA strategies in wall posts, publics’ wall comments demonstrated greater CA associations and product evaluations than CSR associations and company evaluations. Likewise, when corporations used CSR strategies, publics showed greater CSR associations than CA associations. These corporate messages and publics’ responses in the real-world digital market support the synergistic model of corporate communication strategy.     

Relationship building and the use of Web sites: How Fortune 500 corporations use their Web sites to build relationships

This study examines the dialogic features of corporate Web sites in order to determine the Web site practices of the corporations for building relationships with their publics. Content analysis of 100 Fortune 500 companies’ Web sites revealed that the corporations designed their Web sites to serve important publics and foster dialogic communication. The corporate Web sites appear to promote control mutuality, trust, satisfaction, openness, and intimacy. However, the corporations need to maintain repetitive interactions with their publics to enhance trust, commitment, and exchange relationship.     

Managing relationships on Facebook: A long-term analysis of leading companies in Germany

The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.     

Power distance and online organization–public relationship building: a comparative analysis of US and Chinese corporate websites

Informed by the dialogic perspective and Hofstede's power distance theory, this study examines mediated organization–public relationship building on corporate websites. The focus is on exploring how cultural differences influence American and Chinese businesses in addressing concerns and interests of a diverse set of publics. Findings show that corporate websites, whether American or Chinese, tend to converge on a global strategy. Business-oriented features tend to standardize, whereas business environment-oriented features are more likely to localize. Specifically, in relation to the former, we find that US and Chinese companies tend to target multiple audiences on their websites; the majority tailor their messages to customers, investors, employees, and the press simultaneously. Regarding the latter, we find that Chinese companies tend to target the government and US companies are more likely to address social corporate issues on their websites. These findings shed light on the longstanding issue in the literature of whether corporate websites should be culturally specific or universal. The managerial implications of the findings are discussed and recommendations for future research are given.     

Baoren Baoguo: Zhongguo Xinwenshi De Lingyizhong Dufa [To Serve the Nation: Journalists as Prisms of Chinese Press History] edited by CHIN-CHUAN LEE

Social networking sites (SNS) have become an important vehicle for corporate communication. However, there has been little research on how East Asian firms use international SNSs to communicate with global stakeholders. This study compares the communication strategies of Chinese and Japanese companies on Facebook and Twitter and analyzes the public responses and complaints on these corporate SNSs. The results revealed that in addition to the traditional strategies of corporate ability (CA) and corporate social responsibility (CSR), Chinese and Japanese firms adopted the human interest (HI) strategy. The results showed that the Chinese companies in the study sample had a stronger preference for the CSR and interactive strategies, and they responded faster to online complaints compared with the Japanese firms, which were more likely to adopt the strategy of transferring in handling complaints. Moreover, “inviting participation into events” and “seeking specific feedback” were two types of interactive messages that received the highest numbers of responses from the public on Facebook, whereas “promoting sales” showed the highest engagement on Twitter. This study is the first to compare the effectiveness of different corporate response strategies for specific complaint topics on social media. Thus, it contributes to the literature on stakeholder–company interactions.     

Building dialogic relationships through the world wide web

This article provides a theory-based, strategic framework to facilitate relationship building with publics through the World Wide Web. Although many essays on the Web have appeared in professional and technical periodicals, most treatments of the Web have lacked theoretical frameworks. Strategic communication on the World Wide Web can benefit from a consideration of dialogic communication.This article offers dialogic communication as a theoretical framework to guide relationship building between organizations and publics. Five strategies are provided for communication professionals use to create dialogic relationships with Internet publics.     

I Want to Be Your Friend: The Effects of Organizations’ Interpersonal Approaches on Social Networking Sites

Publics tend to use social networking sites mainly for interpersonal communication purposes. Corporate communication focusing on promotional activities, thus, might create negative sentiments toward the organization within those platforms. This experimental study examined the effect of organizations’ interpersonal approaches to communication (e.g., nonpromotional messages, high interactivity) in social networking sites using real and fictitious companies. Our results suggest that publics consider corporate activities in social networking sites more negatively when they perceive those platforms as a personal space. However, publics evaluate an organization more positively when it is highly interactive with its publics on these platforms. Finally, publics who perceive the platform as a personal space have a more positive attitude toward the organization when the organization is both highly interactive and employs nonpromotional messages.     

Operationalizing genuineness in CSR communication for public engagement on social media

Public relations professionals from global corporations have increasingly communicated corporate social responsibility (CSR) practices on social media to engage publics. Yet the link between CSR communication of global corporations, particularly with regard to the dimensions of genuineness exhibited in their communication and public engagement on social media is under-researched in China. This empirical study conceptualized and operationalized the dimensions of genuineness, which encompass providing information about different CSR themes, being responsive to publics, demonstrating empathy, and being consistent in what corporations say and do, and then investigated how global corporations engaged Chinese publics through genuine CSR communication on Sina Weibo. Enhanced public engagement outcomes of comments, likes, and shares were observed for the provision of information about the community involvement and development CSR theme alongside the use of empathy. This study informs public relations scholars and practitioners about the importance of providing information on the CSR theme of community involvement and demonstrating empathy to generate higher public engagement.     

Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).     

Engaging publics in the mobile era: A study of Chinese charitable foundations’ use of WeChat

WeChat, the most widely used social mobile application nowadays in China, marks the advent of a mobile communication age that has reshaped Chinese people’s lifestyles. Understanding Chinese nonprofits’ communication performance on WeChat is a nascent field of study that calls for public relations scholars’ attention and investigation. By observing the most transparent Chinese charitable foundations, this study conducted a quantitative content analysis to examine their use of WeChat for dialogic communication with publics. Particularly, this study examined the dialogic features employed on the official WeChat accounts of these foundations as well as the public engagement functions fulfilled by their WeChat posts. The findings indicate that the dialogic potential of WeChat has not been fully utilized by the Chinese foundations. The official accounts have been relatively successful in fulfilling the provision of useful information toward interested publics, but most of them still have not created a dialogic loop with their audience. The WeChat posts primarily act as information sources but also perform the salient function of calling upon actions. In addition, certain communication strategies were identified in the posts to attract audience attention and to promote organizational activities, such as the incorporation of multimedia content and popular online events.     

How activist organizations are using the Internet to build relationships

This study examines the mediated communication of activist organizations to understand how these groups use their Web sites to build relationships with publics. A study of one hundred environmental organization Web sites identified common features and examined the incorporation of dialogic communication into this new medium. The data suggest that while most activist organizations meet the technical and design aspects required for dialogic relationship building on the Web, they are not yet fully engaging their publics in two-way communication. Moreover, it appears that the activist organizations are better prepared to address the needs of member publics rather than media needs.     

Beyond liking or following: Understanding public engagement on social networking sites in China

Corporate pages on social networking sites (SNSs) have become the key platform where publics interact with companies and organizations around the world. Focusing on one of the most important world economies, China, this study explored the types of public engagement with corporate pages on leading Chinese SNSs as well as the motivations and antecedents that drive such engagement. Given the participatory and communal nature of SNSs, this study proposed a conceptual model incorporating social media dependency and several social relationship factors, including parasocial interaction, perceived source credibility, and community identification, that influenced Chinese publics’ engagement with companies on SNSs. We conducted a web survey with a random sample of 245 Chinese SNS users to test the proposed model. The results confirm that with the exception of perceived credibility, social media usage and relationship-oriented factors played a significant role in inducing public engagement in China.     

Corporate dialogue in crises of China: Examining dialogic strategies and communicative outcomes in a child abuse scandal

Although dialogue has become a key concept in the field of public relations, little research has dealt with corporate dialogic strategies and communicative outcomes in crises of a non-Western context. Applying a mixed-method approach including both quantitative survey research and qualitative content analysis, this study analyzed both corporate dialogic strategies and public reactions in a social-mediated crisis in mainland China. Results demonstrated the corporation utilized both concertative and transformative dialogic strategies as the crisis progressed. After the crisis, concerned publics perceived low trust and moderate distrust towards the organization and reported five different communicative action intentions (i.e., mobilizing, information seeking, threatening, persuasion, and partnering). Trust and distrust exerted different impacts on publics’ post-crisis communicative action intentions and distrust was a stronger driver. Theoretical and practical implications of these findings are discussed.     

Timeliness,responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived communication ethicality on social media relationship building

This study investigates how social media can be better managed to cultivate positive organization-public relationships. It advances an expanded and integrated conceptual model to test how the communication features of corporate pages on social networking sites may influence publics’ perception of the organization’s communication ethicality, which further predicts organization-public relationships as a compound index of trust, commitment, and satisfaction. The results, based on structural equation modeling, showed that three important communication strategies are success factors that could shape perceptions of communication ethicality: timeliness, responsiveness, and the use of human voice in a dialogic framework. In particular, publics’ perception of the organization’s communication ethicality emerged as a key mediator driving communication effects to foster positive relationships with stakeholders in an online environment.     

The importance of appearing competent: An analysis of corporate impression management strategies on the World Wide Web

Web sites have become important impression management tools for corporations because they represent a constantly available source of information for an organization's publics. This study used quantitative content analysis to assess current corporate impression management techniques, using Jones’ typology of impression management strategies: ingratiation, competence, exemplification, supplication and intimidation. Findings indicate that corporate Web sites focus on competence and exemplification strategies, and that they are not using the full two-way communication capabilities of the Web.     

Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise?

Kent and Taylor proposed five dialogic principles for mediated public relations in 1998 and numerous studies of activist groups, corporations, and educational institutions have shown that most websites fail to meet their dialogic potential. This study explores some of the reasons why activist organizations do not integrate dialogic features into their websites. Thirteen activist public relations practitioners were interviewed to determine their perceptions of websites as tools for information dissemination and resource mobilization. Three consistent themes emerged from the interviews: (1) website communication is perceived to be most effective when tied to issue-specific events and issue currency, (2) websites cater to existing and highly involved publics, and (3) websites are viewed as passive communication tools that must be supplemented with traditional public relations practices.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner

Most public relations research advocates for stronger organization-public relationships and the implementation of dialogic theory to advance the practice and elevate the status of the public relations practitioner. However, this study reveals that internal relationship dynamics can prevent corporate public relations practitioners from carrying out this function of the public relations role. Twelve weeks of observation and eleven interviews were conducted at a Fortune 1000 technology company to gain insights on how corporate PR practitioners build relationships with external publics, to gauge practitioners’ orientation to dialogue, and to identify challenges to external relationship building. Results show that internal relationship management is a prerequisite to corporate public relations practitioners’ success in developing mutually beneficial relationships with key publics. These findings have implications for both the theory and practice of public relations especially when considering the discussion of the technician versus strategic manager role of public relations and the advancement of the field to a professional status.     

The potential of Web sites as a relationship building tool for charitable fundraising NPOs

The Internet and especially the new challenges within Web 2.0 provide organizations with the possibility of encouraging two-way communication and engaging publics in dialogue. Charitable fundraising nonprofit organizations (NPOs) can particularly benefit from the Web's relationship building potential. This study aims to explore the potential of Web sites as an online-communication tool of Swiss NPOs. Via content analysis, the Web sites of 134 Swiss charitable fundraising NPOs were examined in order to point out how those organizations are using the Web to create dialogic relationships with their most important stakeholder groups, which are potential donors and the media. Results indicate that the potential of the Internet for dialogic communication is not used efficiently by most NPOs. Nevertheless, NPOs seem to be acknowledging the importance of engaging publics in dialogue, as most of them replied to information requests from potential donors and the media.¹     

Computer mediation vs. dialogic communication: How media affordances affect organization-public relationship building

The ontological conflict between computer mediation and dialogic communication—a normative ideal for ethical organization-public relationship building rooted in interpersonal literature—has attracted much scholarly attention, and in particular has generated the notion that mediated dialogue is a self-contradictory concept. In this study, we question this argument and provide empirical evidence by conducting a survey that links media channels’ affordances to their capability to carry organizations’ dialogic orientations. Results show that bandwidth and social presence affordances facilitate dialogic communication while anonymity slightly inhibits it, whether the communicative context is proactive or reactive. Social presence exerts the greatest impact on how publics perceive organizations’ dialogic orientations, and anonymity’s negative role was overstated by previous studies. Assessing media channels’ dialogic affordances, we found video conferencing and instant messaging to be the most dialogic channels for mediated organization-public communication.