上个世纪90年代兴起了一种新的网络传播形式——博客,以其特有的优势迅速获得了企业公关的青睐。它在企业公关中扮演着“关系居间者”的角色,发挥着关系桥的作用,很大程度上颠覆了企业与消费者、媒体、社会公众和其他组织的传统沟通方式。通过博客,企业可以协调组织内部关系,与消费者进行对话,有效预防和化解危机,进而提升品牌形象。 In the 90s of last century, a new form of online communication emerged - blogging, which quickly gained the favor of corporate public relations with its unique advantages. It plays the role of “intermediary of relationships” in corporate public relations and plays the role of a bridge of relations. It has largely subverted the traditional modes of communication between enterprises and consumers, the media, the public and other organizations. Through the blog, companies can coordinate the organization of internal relations, dialogue with consumers, effectively prevent and resolve the crisis, thereby enhancing the brand image.