【摘要】 随微博、微信等社会化媒体兴起,央企越来越重视通过新兴的媒体渠道发布信息,塑造形象。本研究通过对60家央企问卷调查,从卓越公共关系理论视角出发,分析影响央企新媒体使用的因素。研究发现,央企是否在公共关系领域与外部专家或咨询机构合作是最重要的影响因素,体现出外部知识对央企新媒体创新的重要意义。此外,是否将公共关系纳入战略管理、公共关系部门从业者的专业化程度也能够解释央企新媒体使用的差异。更多还原

【Abstract】 With the rise of social media, Chinese state-owned enterprises increase their use of new media in their communication with the publics. Through surveying senior public relations executives of Chinese state-owned enterprises, this study analyzed the factors that influence the new media use of state-owned enterprises from the perspective of excellence theory. The results suggest that communication and cooperation with third-party experts and consultancies is the most important factor. Other factors include professionalism and strategic use of public relations.更多还原