The Research On Public Relations Strategies Management In The Era Of Web2.0

Social media is a rising star in the Internet world. By the end of2011, net users inChina have reached485million, among which234million are social media users.And the number is growing with a rate of33.7%. The preferable characters of socialmedia, such as instant responsiveness, dialogic conversation, word of mouthcommunication and society adhesiveness have caught attentions of both enterprisesand scholars, making it more than a platform where people disseminate message andentertain, but a powerful tool that used by enterprises, media and common people aswell. Sina weibo, the largest micro blog website in China, has launched a programespecially for enterprises, whose object is to facilitate the relationship maintenancebetween enterprises and its public.A key purpose of corporate Weibo is to build and maintain public relations, but mostcorporate Weibo account act and appear lacking of effect monitoring and evaluation.This article aims to investigate on the general strategy of managing publicrelationship using Weibo. The article firstly reviews all documents and researchfindings in relative field, summarize the theories found by scholars in both publicrelations and communication field, then seeks to test if the theoretical frameworkproved to be effective in EPR still effective in Weibo.The article is composed of five parts. Part I (chapter1) is a introduction of the article,part II (chapter2&3) is theory foundation and a profound introduction of socialmedia and how it was used by corporate PR. It argues how Weibo differs from othersocial media and why it’s the best tool for public relationship maintenance. Part III(chapter4) includes research question and theoretical model as well as thequestionnaire part. Finally, part V (chapter5&6) explains research findings andcomes up with four general strategies that corporate can use for public relationshipmanagement using Weibo.