Proceedings: Conference on Corporate Communication 2012 Page 1

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Between Global and Glocal An Analysis of the English Web Sites of the Top Chinese Brands Doreen WU, Patrick Ng, Cindy Ngai Department of Chinese and Bilingual Studies The Hong Kong Polytechnic University, Hong Kong ctdwu@inet.polyu.edu.hk, Patrick.Ng@inet.polyu.edu.hk & Cindy.SB.Ngai@inet.polyu.edu.hk Refuting the argument that globalization is a homogeneous process, the study attempts to contribute further to the existing literature on the issues of glocalization (i.e., the push-and-pull of globalization and localization) and to revealing the intricate processes and products of glocalization in transnational or transcultural branding. The English websites of the 50 top Chinese brands will be selected for investigating what and how these top Chinese brands employ glocal strategies to build their reputation and global presence. Quantitative content analysis will be conducted involving an examination of the Western versus the Eastern cultural orientations and of the global/common/universal versus the local/particularistic cultural characteristics/practice that these English web pages have revealed. Variations in their global corporate web presence between Hong Kong and mainland China brands will also be discussed; and implications for Chinese brands going global will be presented. Keywords: Globalization, Glocalization, Brand management, Chinese top brands Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 2
Blogosphere The Use of Social Media by Public Relations Agencies in Nigeria Ismail Adegboyega Ibraheem & Abigail Odozi Ogwezzy-Ndisika Department of Mass Communication University of Lagos, Lagos, Nigeria drismail.ibrahim@gmail.com & abigaily2k@yahoo.com This paper examines the use of social media, especially blogs, by public relations firms in Nigeria on behalf of their clients. Using a sample of public relations firms in Nigeria, it investigates the use of social media platforms as public relations strategies and arenas for creatively exploring the changing boundaries of corporate communication. In an increasingly socially mediated world of Facebook, Twitter, and blogs, this paper highlights how public relations professionals, especially those working in public relations firms, negotiate the changing media of communication by using blogs to engage with the public on behalf of their clients. The findings from this study will improve our understanding of how social media impacts corporate communication and the public relations strategies of organizations. Purpose: This paper examines the use of social media, especially blogs, by public relations firms in Nigeria on behalf of their clients. Approach: This is an empirical paper that focuses on a sample of public relations firms to investigate the use of social media platforms as public relations strategies and arenas for creatively exploring the changing boundaries of corporate communication. Findings: In an increasingly socially mediated world of Facebook, Twitter, and blogs, the findings from this paper highlight how public relations professionals, especially those working in public relations firms, negotiate the changing media of communication by using blogs to engage with the public on behalf of their clients. Research implications: The findings from the case studies examined in this paper will improve our understanding of the impact of social media on corporate communication and the public relations strategies of organizations. Practical applications: This study will be useful to those professionals working in the areas of corporate communication and public relations who want to have a better grasp of strategic options in the context of technology-driven corporate communication and public relations strategies. Keywords: Corporate communication, Public relations, Social media, Communication management, Strategic communication Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 3
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Page 4 and 5: Abstracts of Conference</st
Page 6 and 7: Contents A Case for Corporate Inocu
Page 8 and 9: Contents A Holistic Corporate Ident
Page 10 and 11: Contents Save our Seafarers: How th
Page 12 and 13: An Introduction to the Proc
Page 14 and 15: Focus on Recent Research The CCI Co
Page 16 and 17: (discussed in Goodman, CCIJ Vol. 16
Page 18 and 19: Conference Academi
Page 22 and 23: Bring Your Own Device (BYOD) to Wor
Page 24 and 25: A Case for Corporate Inoculation Ex
Page 26 and 27: Characteristics of the Economically
Page 28 and 29: Communicating Corporate Social Resp
Page 30 and 31: Corporate Communication and PR Prac
Page 32 and 33: Corporate Communication and the Dev
Page 34 and 35: Corporate Communication and the Dev
Page 36 and 37: Crisis Communication and Terrorism
Page 38 and 39: CSR Initiatives of Private Sector C
Page 40 and 41: Developing Internal Crisis Communic
Page 42 and 43: Differences in Perceived Effectiven
Page 44 and 45: The Dynamic Interplay of Visual and
Page 46 and 47: Google Doodles As Corporate Communi
Page 48 and 49: Practical implications: The develop
Page 50 and 51: Implementation of the Project Manag
Page 52 and 53: Insights on CSR Strategy Influence
Page 54 and 55: Internal Communication Crisis and i
Page 56 and 57: Investor Relations on the Internet
Page 58 and 59: Just-in-Time Research An Internatio
Page 60 and 61: Negotiating Crisis in the New Media
Page 62 and 63: Nuclear Power after Fukushima The S
Page 64 and 65: Organizational Disruption and Corpo
Page 66 and 67: Repairing an Organization’s Image
Page 68 and 69: A Retrospective on Reputation and S
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Save Our Seafarers How the Shipping
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Social Media Challenges and Opportu
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A Study of How Online Social Networ
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The Study of Internal Crisis Commun
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The Virtual Construction of Kiva A
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We Hear What They Say The Local Mus
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Women’s Protests in the Revitaliz
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Proceedings: <stro
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