Corporate blogs in Spanish enterprises. Role and use that they develop in the communication strategy in front of the inrush of social networks

Article Sidebar

PDF (Español)

Main Article Content

Cristina Navarro Ruiz
Universidad Rey Juan Carlos (Madrid)
Spain
Vol. 03 No. 07 (2011), Articles (open section), pages 83-109
DOI: https://doi.org/10.17979/redma.2011.03.07.4740
Submitted: Nov 26, 2018 Accepted: Nov 26, 2018
How to Cite

Abstract

From its birth, Web 2.0. or Social Web has made available to enterprises an array of tools that for the first time can fulfill the promises of dialogue, transparency, consensus and mutual understanding with the public, a goal which public relations must set themselves. Due to the fact that blogs were pioneers in the field of online communications, they offer an interesting perspective when it comes to analyzing the role that new technologies are playing within the strategic communication of companies, their evolution and the changes they have experienced after the boom of Social Networks. In conclusion, this study seeks to explain how public relations professionals have incorporated blogs, how they develop their capacity for interactivity and dialogue, how blogs fit into the public relations plan, what their advantages and disadvantages are as compared to other media, which department in the company is responsible for their management and what their future prospects are with the fast inroads Social Networks are making.

Keywords:

public relations, weblog, social media, interactivity

Downloads

Download data is not yet available.

Article Details

Crossref
Scopus
Google Scholar
Europe PMC

References

Capriotti, P. y Moreno, A. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 22(1), 84-91.

Coombs, W.T. (1998). The Internet as potential equalizer: New leverage for confronting social irresponsibility. Public Relations Review, 24(3), 289-303.

Dans, E. (2010). Todo va a cambiar. Tecnología y evolución: adaptarse o desaparecer. Barcelona: Ediciones Deusto.

Dearstyne, B. W. (2005). Blogs: The new information revolution? Information Management Journal, 39(5), 38-44.

Doblas Arrebola S. (2007). Usabilidad de sitos Web de hospitales universitarios españoles. Evaluación Heurística. Memorias del VI Congreso Informática en Salud 2007. La Habana: Ministerio de Informática y Comunicaciones.

Esrock, S. L., & Leichty, G. B. (1999). Corporate World Wide Web pages: Serving the news media and other publics. Journalism and Mass Communication Quarterly, 76(3), 456-467.

Esrock, S. & Leichty, G. (2000). Organization of corporate web pages: Publics and functions, Public Relations Review, 26(3), 327-344.

Fieseler, C., Fleck, M., & Meckel, M. (2010). Corporate social responsibility in the blogosphere. Journal of Business Ethics, 91(4), 599-614.

Fundación Banesto. (2011). Estudio sobre el uso de las redes sociales por parte de las pymes españolas. Recuperado el 1 de noviembre de 2011 de http://blog.cink.es/2011/10/26/el-498-de-las-pymes-espanolas-estapresente-en-las-redes-sociales.

Fundación Orange-TIGE. (2011). e-España. Informe anual sobre el desarrollo de la Sociedad de la Información en España. Recuperado el 1 de noviembre de 2011 de, http://www.informeeespana.es/docs/softwaresocial_empresas2011.pdf.

Harp, D., & Tremayne, M. (2006). The gendered blogosphere: Examining inequality using network and feminist theory. Journalism and Mass Communication Quarterly, 83(2), 247–264.

Heath, R.L. (1998). New communication technologies: An issues management point of view. Public Relations Review, 24, 273–288.

Herranz, J.M. y Cabezuelo, F. (2008) Los blogs como herramienta para la transparencia y resolución de conflictos en las organizaciones sociales. Asociación Española de Investigación de la Comunicación (AEIC), Santiago de Compostela.

Huertas, A y Xifra, J. (2007). Blogging PR: Análisis de contenido de los blogs de relaciones públicas. Actas del III Congreso Internacional de Investigación en Relaciones Públicas. AIRP.

Johnson, M.A. (1997). Public relations and technology: Practitioner perspectives. Journal of Public Relations Research, 9(3), 213-236.

Johnson, T. J., & Kaye, B. K. (2004). Wag the blog: How reliance on traditional media and the Internet influence credibility perceptions of weblogs among blog users. Journalism and Mass Communication Quarterly, 81(3), 622-642.

Kang, S., & Norton, H.E. (2006). Colleges and universities’ use of the World Wide Web: A public relations tool for the digital age. Public Relations Review, 32(4), 426-428.

Kelleher, T. & Miller, B.M. (2006). Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes, Journal of Computer- Mediated Communication, 11(2), 395-414.

Kent, M. (2008). Critical analysis of blogging in public relations. Public Relations Review, 34 (1), 32-40.

Kent, M. & Taylor, M. (1998). Building dialogic relationships through the worldKent, M.; Taylor, M. & White, W. (2003). The relationship between web site design and organization responsiveness to stakeholders, Public Relations Review, 29(2), 63-77.

Kitchen, P.J. & Panopoulos, A. (2010). Online public relations: The adoption process and innovation challenge, a Greek example. Public Relations Review, 36 (3), 222-229.

Larrañaga, J. y Tato, I. (2007). Aspectos comunicativos y análisis socioeconómicos de los blogs corporativos en las estrategias de comunicación. Aplicación a la industria farmacéutica. FISEC-Estrategias - Facultad de Ciencias Sociales de la Universidad Nacional de Lomas de Zamora Año III, Número 8, Vv, pp.43-76

Levine, R, Locke C, Searls D. y Weinberger, D. (2000). The Cluetrain Manifesto: The End of Business as Usual. Cambridge, MA: Perseus Publishing. (ed, cast.: El Manifiesto Cluetrain. El ocaso de la empresa convencional. Barcelona: Deusto, 2008).

Macnamara, J. (2010). Emergent media and public communication practices: The 21st century media (r)evolution and its implications for practitioners and society. New York: Peter Lang.

Marken, G.A. (2006/2007). Blogosphere or blog with fear. Public Relations Quarterly, 51(4), 33-35.

McAllister-Spooner, S.M. (2008). User perceptions of dialogic public relations tactics via the Internet. Public Relations Journal, 2(1), 1-18.

McAllister-Spooner, S.M. (2009). Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles. Public Relations Review, 35(3), 320-322.

McAllister-Spooner, S. (2010). Whose site is it anyway? Expectations of college Websites. Public Relations Journal, 4(2). Recuperado el 11 de noviembre de 2010 de http://www.prsa.org.

McAllister-Spooner, S. M., & Kent, M. L. (2009). Dialogic public relations and resource dependency: New Jersey community colleges as models for Web site effectiveness. Atlantic Journal of Communication, 18(2).

McAllister-Spooner, S. M., & Taylor, M. (2007). Community college Web sites as tools for fostering dialogue. Public Relations

Review, 33(2), 230–232Messner, M. (2005). Open gates everywhere: HowWeblogs open new opportunities for public relations practitioners. En M.L. Watson (Ed.), Eighth international public relations research conference proceedings: The impact of pr in creating a more ethical world: Why can’t we all get along? (pp. 309-320). Miami: Institute for Public Relations.

Middleberg, D. (2001). Las relaciones públicas en un mundo interconectado. Estrategias de comunicación para triunfar en el espacio digital. Bilbao: Deusto.

Noguera, J.M. (2008) Blogs y Medios. Las claves de una relación de interés Mutuo. Libros En Red.

Park, H., & Reber, B.M. (2008). Relationship building and the use of Web sites: How Fortune 500 corporations use their Web sites to build relationships. Public Relations Review, 34, 409-411.

Perry, D. C., Taylor,M., & Doerfel, M. L. (2003). Internet-based communication in crisis management. Management Communication Quarterly, 17(2), 206-232.

Porter, L. V. & Sallot, L.M. (2005). Web power: A survey of practitioners’ worldwide web use and their perception of its effects on their decisionmaking power. Public Relations Review, 31, 111-119.

Porter, L., Sweetser, K. & Chung, D. (2009). The blogosphere and public relations: Exploring practitioner’s roles and blog use. Journal of Communication, 13(3), 250-267.

Porter, L.V., Trammell, K.D.S., Chung, D. & Kim, E. (2007). Blog power: Examining the effects of practitioner blog use on power in public relations. Public Relations Review, 33, 92-95.

Reber, B. H. & Kim, J. K. (2006). How activist groups use Web sites in media relations: Evaluating online press rooms. Journal of Public Relations Research, 18(4), 313-333.

Rojas, O., Alonso, J., Orihuela, J. L., Antúnez, J. L., y Varela, J. (2005). Blogs. La Conversacion en Internet que está revolucionando medios, empresas y a ciudadanos. Madrid: ESIC Editorial.

Rybalko, S. & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336-341. DOI: https://doi.org/10.1016/j.pubrev.2010.08.004.

Saulny, S. (31 de marzo de 2006). What’s All This? Admission Angst. New York Times online edition, http://www.nytimes.com.

Secko, D. (2005). The power of the blog. The Scientist, 19(15), 37f. Recuperado el 12 de enero de 2011 de, http://www.thescientist.com/article/display/15665

Seltzer, T., & Mitrook, M. A. (2007). The dialogic potential of weblogs in relationship building. Public Relations Review, 33, 227-229.

Smith, B.G. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media. Public Relations Review, 36(4), 329-335.

Sweetser, K. D. & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340-342.

Sweetser, K. D., Porter, L. V., Chung, D. S. & Kim, E. (2008). Credibility and the use of blogs among professional in the communication industry. Journalism and Mass Communication Quarterly, 85(1), 169-185.

Taylor, M. & Kent, M.L. (2004). Congressional Web sites and their potential for public dialogues. Atlantic Journal of Communication, 12(2), 59-76.

Taylor, M. & Kent, M.L. (2010). Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics. Public Relations Review, 36(3), 207-214.

Taylor, M. & Perry, D.C. (2005). The diffusion of traditional and new media tactics in crisis communication. Public Relations Review, 31, 209–217.

Taylor, M., Kent, M.L. & White, W.J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263–284.

Trammell, K. (2006). Blog offensive: An exploratory analysis of attacks published on campaign blog posts from a political public relations perspective. Public Relations Review, 32(4), 402-406.

Villanueva, J., Aced, C. y Armelini, G. (2007). Blogs corporativos: una opción, no una obligación. Madrid: E-Business Center PriceWaterCooper & IESE Business School. Disponible en: http://www.ebcenter.org.

Wright, D. K. & Hinson, M. D. (2008). How blogs and social media are changing public relations and the way it is practiced. Public Relations Journal, 2(2), 1-21.