Dialogues with entrepreneurs in China: How start-up companies cultivate relationships with strategic publics. Issue 2 (4th May 2017)

• Record Type: Journal Article
• Authors: Men, Linjuan Rita; Ji, Yi Grace; Chen, Zifei Fay
• Is Part Of: Journal of public relations research. Volume 29:Issue 2/3(2017)
• Page Start: 90
• Page End: 113
• Publication Date: 2017-05-04
• Subjects: Entrepreneurial communication -- relationship management -- startup public relations -- strategic publics; Public relations -- Periodicals; Public relations -- Research -- Periodicals; 659.205
• DOI: 10.1080/1062726X.2017.1329736
• Languages: English
• ISSNs: 1062-726X

Abstract

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 China 1 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.