| Microblog, as a new network of communication, with its fast, interactive and rapidly developed. It spreads throughout the cyber world. Microblog not only affects the individual’s lifestyle and the way of work, and also brings unprecedented opportunities for corporate communications. Some well-known foreign companies such as Dell, Procter&Gamble Company to use microblog applied to various areas of corporate public relations and marketing for the enterprise, and obtained excellent results. An increasing number of enterprises gradually start to use microblog, making constantly highlight the value of microblog. As a new thing, microblog has been used in the enterprises in a wide range of applications, but enterprise microblog application is still in the low level, and the preliminary studies of the corresponding theory are still weak at this stage. Some national and foreign experts have begun to explore the enterprise microblog PR, but the theoretical study of the system still need to be strengthened. Therefore, this paper starts from the theory of public relations communication, combines with the microblog application status, to analyze the value of microblog in corporate public relations. And to summarize the specific applications of the enterprises of different types of public relations strategy. Its aim is to allow enterprises in accordance with the actual situation and the needs of the public relations activities to adopt effective strategies, and in order to achieve the best public relations effect. To provide some useful theoretical basis for our enterprises to use microblog to carry out public relations activities.The paper is divided into five chapters. Firstly, it proposes the reasons of enterprise microblog public relations, to introduce the the microblog definition, characteristics and enterprise microblog development status. Then the paper starts to analyze the communicate value, cost value, marketing value of microblog in-depth, in order to explore the advantages. Enterprise microblog in China is in a period of rapid development, but use levels are inadequate, and uneven. Specific strategies that focus on enterprise microblog public relations from five aspects. Layout strategy, celebrity strategy, micro-group strategy, agenda setting strategy and opinion leaders strategy. And each strategy has cited the case for argument. This paper also provides some strategies for the processing of crisis public relations alone. With the rapid development of the microblog, there will be more and more enterprises to establish their own microblog account, enterprises and users of microblog efficient interaction will bring a win-win situation. |
