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The executive blog as a communicatio...

Taylor, Helen S.

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The executive blog as a communications tool.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The executive blog as a communications tool./
作者:	Taylor, Helen S.
面頁冊數:	87 p.
附註:	Source: Masters Abstracts International, Volume: 45-01, page: 0024.
Contained By:	Masters Abstracts International45-01.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1437574
ISBN:	9780542817915

The executive blog as a communications tool.
Taylor, Helen S.

The executive blog as a communications tool. - 87 p.

Source: Masters Abstracts International, Volume: 45-01, page: 0024.

Thesis (M.A.)--University of Southern California, 2006.

As the communications landscape becomes crowded, public relations professionals find it increasingly challenging to reach segmented audiences through traditional channels. A handful of companies have turned to executive blogging to communicate directly with stakeholders. This work examines whether or not executive blogs have value as communications tools in today's media environment. A literature review of communications publications and blogs was followed by a content analysis of five blogs covering the automotive industry, including FastLane, a group blog by General Motors executives.

ISBN: 9780542817915Subjects--Topical Terms:

1017395
Mass Communications.

The executive blog as a communications tool.
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245 1 4 $a The executive blog as a communications tool.
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500 $a Source: Masters Abstracts International, Volume: 45-01, page: 0024.
500 $a Adviser: Jennifer Floto.
502 $a Thesis (M.A.)--University of Southern California, 2006.
520 $a As the communications landscape becomes crowded, public relations professionals find it increasingly challenging to reach segmented audiences through traditional channels. A handful of companies have turned to executive blogging to communicate directly with stakeholders. This work examines whether or not executive blogs have value as communications tools in today's media environment. A literature review of communications publications and blogs was followed by a content analysis of five blogs covering the automotive industry, including FastLane, a group blog by General Motors executives.
520 $a The analysis concludes that FastLane serves General Motors' needs by humanizing the corporate giant and providing valuable reader feedback. It also allows GM to circumvent journalists and reach consumers directly with content unavailable elsewhere. However, FastLane lacks strong relationships with fellow bloggers. GM's experience with FastLane can guide other companies wishing to bridge the gap between the desire to be trusted and the need to maintain control over dialogue.
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