Toward a Strategic Shift of Public Relations in the Greater China during Big Data Era: An Exploratory Research Based on the Grounded Theory

UM > Faculty of Social Sciences > DEPARTMENT OF COMMUNICATION

Status	已發表Published
	Toward a Strategic Shift of Public Relations in the Greater China during Big Data Era: An Exploratory Research Based on the Grounded Theory
	Chen, N.
	2020-01-29
Source Publication	Humanities and Social Sciences Review
ISSN	2165-6258
Pages	35-48
Abstract	This paper investigates how the fast growing big-data technologies may strategically affect the nature and scope of public relations practice and research in the Greater China Region (Mainland China, Hong Kong, Macau and Taiwan). Guided by the grounded theory, the authors conducted in-depth interviews of 30 PR scholars and practitioners, having generated some interesting and important findings. First, Chinese PR practice in the big data era tended to adhere to the contingency model ranging from institutionalization to de-institutionalization. Second, responding to the changes in practice, the big data rendered PR education to be more integrated and transdisciplinary. Third, the big-data era had begun to re-orientating scholars’ attention to positive and schematic public relations in communication research, likely to the introduction of a new paradigm of strategic communication. And, the big-data era might finally, pushes public relations toward growing into grand strategy.
Keyword	big data public relations strategic communication grounded theory greater China
Language	英語English
The Source to Article	PB_Publication
PUB ID	53177
Document Type	Journal article
Collection	DEPARTMENT OF COMMUNICATION
Recommended Citation GB/T 7714	Chen, N.. Toward a Strategic Shift of Public Relations in the Greater China during Big Data Era: An Exploratory Research Based on the Grounded Theory[J]. Humanities and Social Sciences Review, 2020, 35-48.
APA	Chen, N..(2020). Toward a Strategic Shift of Public Relations in the Greater China during Big Data Era: An Exploratory Research Based on the Grounded Theory. Humanities and Social Sciences Review, 35-48.
MLA	Chen, N.."Toward a Strategic Shift of Public Relations in the Greater China during Big Data Era: An Exploratory Research Based on the Grounded Theory".Humanities and Social Sciences Review (2020):35-48.

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