1. Dialogues with entrepreneurs in China: How start-up companies cultivate relationships with strategic publics.
- Author
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Men, Linjuan Rita, Ji, Yi Grace, and Chen, Zifei Fay
- Subjects
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ENTREPRENEURSHIP , *PUBLIC relations , *NEW business enterprises , *INDUSTRIAL relations , *COMMUNICATION in management - Abstract
This qualitative study examined relationship cultivation and public relations practices in start-up companies in Mainland China. Findings from 28 in-depth interviews with entrepreneurs in China1 suggest that employees and customers are the most important strategic publics for start-ups, followed by investors, the media, and the government. Symmetrical relationship cultivation strategies suggested in previous literature apply to the start-up context in China with specific variations. New strategies such as vision and value communication, empowerment, authentic communication, and proactive reporting were identified for start-ups to build quality relationships with various strategic publics. Compared with large established corporations, start-ups have unique public relations purposes, needs, and scope of practice. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]
- Published
- 2017
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