微博營銷外文翻譯---博客公關(guān)：博客公共關(guān)系的探索性分析-全文預(yù)覽
【正文】 ars ago. No munication medium has ever burgeoned so rapidly. Weblog writers produce 700,000 to articles every day—almost one a second (Gordillo, 2020). Since their arrival blogs have been changing, as have their social perception, objectives and cultural, economic, political and media impact (Yang, 2020). Weblogs have diversi?ed and are developing in such diverse spheres as education, business, politics, journalism and public relations. According to Hallett (2020), the municative use of weblogs in public relations has twofold foundations. On the one hand they enable professionals to analyze the market and ascertain the opinions of their audiences to gauge public opinion on a business, product or brand. On the other, they are a major technique for participating and giving opinions both personal and organizational, be it by posting ments on other blogs or creating one’s own. This study, however, does not focus on analyzing corporate blogs, which are used as a public relations tool, but looks at blogs concerning public relations in which public relations or one of its activities is the main theme. Our aim is to analyze what public relations blogs are about, or what issues are dealt with in blog posts, in addition to any structural elements of this new municative tool that may affect its ef?cacy to transmit information: objectives, structure and degree of usability, interactivity, and level of connectivity. 2. Method Databases of public relations blogs are few and far between. One of the most prehensive, and regularly updated, is the Online Public Relations ( directory, created by James H. Norton. We have chosen this database which enpasses a public relations blogs directory split into four categories: Public Relations General (67 blogs), Directories and Aggregators (7),Miscellaneous (3), and HighTech PR (8). In order to avoid any bias resulting from the categorization criteria, for the purposes of this study we took 67 blogs from the Public Relations General category. The data collection was carried out between October 2020 and January 2020. Therefore, the sample selected for analysis consists of 67 blogs on public relations from around the world. For the data collection we drew up an analysis template that measures 50 items which were later categorized to create the main analysis variables. These variables were: (a) Author: The blogs were classi?ed as personal, organizational written by an employee, and purely organizational and, therefore, impersonal. (b) Content: Analysis was carried out of both the issues arising in the blog posts and the images or other resources. The content of blogs is tied up with its pursued objectives, which were also examined. (c) Interactivity: This measures the degree of user participation, according to the interactive resources available on the blog. These include: the option for external users to post ments or contact the blog author by , podcasting, audio and video downloads, sales of products and services, user surveys, and the possibility of subscribing. (d) Usability: This is a necessary requisite to develop ef?cient interactivity (Hallahan, 2020). This variable analyzes how easy it is to use the weblog for those who access it by means of: sea
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