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HOW A STRATEGIC PUBLIC RELATIONS CAMPAIGN CAN ENHANCE
THE REPUTATION OF CHINA’S FINANCIAL PUBLIC RELATIONS INDUSTRY
by
Yi-Ying Tiffany Lin
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2007
Copyright 2007 Yi-Ying Tiffany Lin
Object Description
| Title | How a strategic public relations campaign can enhance the reputation of China's financial public relations industry |
| Author | Lin, Yi-Ying Tiffany |
| Author email | liny@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2007-04-02 |
| Date submitted | 2007 |
| Restricted until | Restricted until 13 April 2009. |
| Date published | 2009-04-13 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Kotler, Jonathan Chen, Baizhu |
| Abstract | With the rapidly growing capital market in China, the Chinese financial public relations industry, which specializes in communicating with businesses, investors and the media, will increase explosively in the next several years. With China still deeply rooted in "guanxi culture" and the presence of ambiguously defined rules and regulations, development of the public relations industry faces numerous obstacles.; This thesis examines the overall public relations situation in China, particularly in the financial field, and explores the economic, political, and international relationships that influence it. After analyzing current public relations, a financial public relations campaign that blends the pubic relations practices of the West with Chinese cultural factors is proposed. This campaign aims to enhance the overall reputation of the Chinese financial public relations industry by promoting a more positive image and increasing its use within a guanxi culture that embraces public relations practices to accommodate future economic activity in China. |
| Keyword | communication; public relations; financial public relations; investor relations; campaign; capital market |
| Geographic subject (country) | China |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Type | texts |
| Legacy record ID | usctheses-m382 |
| Contributing entity | University of Southern California |
| Rights | Lin, Yi-Ying Tiffany |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Lin-20070413 |
| Archival file | uscthesesreloadpub_Volume35/etd-Lin-20070413.pdf |
Description
| Title | Page 1 |
| Contributing entity | University of Southern California |
| Full text | HOW A STRATEGIC PUBLIC RELATIONS CAMPAIGN CAN ENHANCE THE REPUTATION OF CHINA’S FINANCIAL PUBLIC RELATIONS INDUSTRY by Yi-Ying Tiffany Lin A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2007 Copyright 2007 Yi-Ying Tiffany Lin |
