Examining Stakeholder Relationships in Chinese Public Relations Practice:

A Case Study of LinkedIn Chinaand its sub-brand Chitu

Li YingyingMaster of Mass Communication, BYU

Thesis Defense, 06/09/2016

Why LinkedIn China and Chitu?

Introduction

Purpose of Study:

• To examine the extent to which the propositions of stakeholder and relationship management theories are applicable in a Chinese public relations context

• To discover the ways in which Guanxi culture can bring greater understanding to these public relations theories

• To offer practical insights for foreign organizations that need to nurture relationships with stakeholders in China.

Literature Review

• Chinese Social Media

• Relationship Management Theory

• Social Media Relationship Building Strategies

• Relationship Cultivation on Chinese Social Media

• Stakeholder Theory

• “Guanxi” and Stakeholder Relationship Management in China

Research Questions

• RQ1: With which Chinese stakeholders does Chitu cultivate relationships?

• RQ2: On which Chinese stakeholders has Chitu focused its communication and relationship-building efforts?

• RQ3: How does Chitu employ relationship cultivation strategies in communicating with its most important group of stakeholders?

• RQ4: To what extent are Chitu’s relationship cultivation strategies influenced by Guanxi?

Methodology

• Qualitative Research

• Case Study Approach

• Sources of Evidence

• Research Procedure

• Data Analysis

Documentation

Interviews

Direct Observation

Participant-observation

Results

RQ1:

investorsboard of directors

government

employees

mediaIndustry peers

consumers and users

RO2: • Employees :(1) Whole employee in operation

(2) Open culture

(3) Empowerment and ownership

• Users: (1) Early adopters, (2) “Career biggies,” (3) General users.

RQ3:

• Chitu’s value

• The most crucial strategies:

(1), Trigger and guide users’ active self-expression.

(2), Provide professional groups with various online and offline activities.

RQ4:

(1), Making use of reciprocity in Guanxi culture.

(2), Making use of trust in Guanxi culture.

(3), Creating a new model of Guanxi (“positive energy”)

Discussion

• The linkage model

• Theoretical propositions on maintaining the effective organization-public relationships

• Additional explanations:(1), Building Belief and the Page Principles

(2), CEO Communication and Personal Influence

(3), Issues Management

(4), Embracing the Cultural Shifts in Guanxi

Conclusion

Theoretical Implications:

(1) Delivering value in relationship cultivation

(2) The application of theories within the evolving cultural context

Practical Implications:

(1), Focusing on strategic behaviors, not just communication(2), Partnering with government(3), Educating consumers(4), Positioning the CEO with localized approaches(5), Making both employees and consumers relationship-building advocates(6), Focusing on cultivating relationships first, instead of making profits(7), Thinking locally and acting locally

Limitations

Recommendations

Future Research

Thank You！Li Yingying