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Government-Oriented Corporate Public Relation Strategies in Transitional China

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  • He, Yuanqiong
  • Tian, Zhilong

Abstract

This study proposes an initial and a revised model of government-oriented public relation (PR) strategies based on the results of two content analyses of website news regarding the PR activities of 76 firms in general and six well-known firms in China in more depth. With the perspective of resource dependence theory, this model reveals that firms in China employ six types of formal PR strategies, including visitation, philanthropy, participation, publicity, party involvement and political propaganda, to manage their dependence on government for resources. Further, the implementation of such strategies involves a four-step process: organizing PR activities with economic, social and political significance; obtaining the involvement and recognition of the government; building firms' resource, moral and cultural legitimacy in the government's eyes; and interacting with the government on the issues of firms' dependence to influence government policies relative to firms. We also explore the differences that exist among firms with different ownership structures in the use of these PR strategies, the level of government involved and the issues pursued.

Suggested Citation

  • He, Yuanqiong & Tian, Zhilong, 2008. "Government-Oriented Corporate Public Relation Strategies in Transitional China," Management and Organization Review, Cambridge University Press, vol. 4(3), pages 367-391, November.
    • Handle: RePEc:cup:maorev:v:4:y:2008:i:03:p:367-391_00
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    Cited by:

    1. ITO Asei & LIM Jaehwan & ZHANG Hongyong, 2023. "Political Visits and Firm Value: Evidence from central leaders’ local tours in China," Discussion papers 23050, Research Institute of Economy, Trade and Industry (RIETI).
    2. Jiang, Shisong & Gong, Limin & Wang, Hua & Kimble, Chris, 2016. "Institution, strategy, and performance: A co-evolution model in transitional China," Journal of Business Research, Elsevier, vol. 69(9), pages 3352-3360.
    3. Jie Gao & Huiying Wu & Jiaxing You & Meg Smith, 2021. "Migrant entrepreneurs and firm innovation," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 61(5), pages 6069-6112, December.
    4. Liu, Ziyu & Du, Yushen, 2022. "Open knowledge disclosure and technical standard competition in transition economies: A legitimacy perspective," Technology in Society, Elsevier, vol. 70(C).
    5. Xiaohui Hou & Bo Wang & Yu Gao, 2020. "Stakeholder Protection, Public Trust, and Corporate Social Responsibility: Evidence from Listed SMEs in China," Sustainability, MDPI, vol. 12(15), pages 1-25, July.
    6. Lin Zhang & Xiaojun Zhang & Youmin Xi, 2017. "The sociality of resources: Understanding organizational competitive advantage from a social perspective," Asia Pacific Journal of Management, Springer, vol. 34(3), pages 619-648, September.
    7. Christopher Marquis & Cuili Qian, 2014. "Corporate Social Responsibility Reporting in China: Symbol or Substance?," Organization Science, INFORMS, vol. 25(1), pages 127-148, February.
    8. Bao, Yongchuan & Su, Zhongfeng & Noble, Charles H., 2021. "Determinants of new product development speed in China: A strategy tripod perspective," Technovation, Elsevier, vol. 106(C).
    9. Guo, Mengmeng & He, Luo & Zhong, Ligang, 2018. "Business groups and corporate social responsibility: Evidence from China," Emerging Markets Review, Elsevier, vol. 37(C), pages 83-97.
    10. Zhongfeng Su, 2021. "The co-evolution of institutions and entrepreneurship," Asia Pacific Journal of Management, Springer, vol. 38(4), pages 1327-1350, December.
    11. Alfred Wong & Lu Wei & Dean Tjosvold, 2014. "Business and regulators partnerships: Government transformational leadership for constructive conflict management," Asia Pacific Journal of Management, Springer, vol. 31(2), pages 497-522, June.
    12. Jia Xu & Jiuchang Wei & Haipeng (Allan) Chen, 2019. "Strategic responses of stigmatized Chinese manufacturing firms to formal and informal environmental regulative pressures through enhanced corporate social responsibility effort," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1235-1260, November.

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