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The Effects of Blog-Mediated Public Relations (BMPR) on Relational Trust

The Effects of Blog-Mediated Public Relations (BMPR) on Relational Trust Key features of blog-mediated public relations are conducive to initiating and nurturing relationships with publics. As a result, blogs have emerged as a new venue for public relations in recent years. Many public relations practitioners have come to realize that blogging is not just a fad and have recognized a growing trend of blogging adoption in the industry—suggesting a need for common principles of successful public relations blogging practices. This study selected the following critical features of effective blog-mediated public relations: salience of narrative structure, dialogical self, blogger credibility, and interactivity. Using these concepts, the researchers proposed a theoretical model in explaining relational trust as a central outcome of effective blog-mediated public relations. Findings showed that dialogical self in blog posts enhanced interactivity, which, in turn, led to an increase in relational trust. Additionally, this study found that blogger credibility played a positive role in relational trust. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

The Effects of Blog-Mediated Public Relations (BMPR) on Relational Trust

Journal of Public Relations Research , Volume 21 (3): 19 – May 29, 2009
19 pages

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References (59)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/10627260802640773
Publisher site
See Article on Publisher Site

Abstract

Key features of blog-mediated public relations are conducive to initiating and nurturing relationships with publics. As a result, blogs have emerged as a new venue for public relations in recent years. Many public relations practitioners have come to realize that blogging is not just a fad and have recognized a growing trend of blogging adoption in the industry—suggesting a need for common principles of successful public relations blogging practices. This study selected the following critical features of effective blog-mediated public relations: salience of narrative structure, dialogical self, blogger credibility, and interactivity. Using these concepts, the researchers proposed a theoretical model in explaining relational trust as a central outcome of effective blog-mediated public relations. Findings showed that dialogical self in blog posts enhanced interactivity, which, in turn, led to an increase in relational trust. Additionally, this study found that blogger credibility played a positive role in relational trust.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: May 29, 2009

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