Abstract
Key features of blog-mediated public relations are conducive to initiating and nurturing relationships with publics. As a result, blogs have emerged as a new venue for public relations in recent years. Many public relations practitioners have come to realize that blogging is not just a fad and have recognized a growing trend of blogging adoption in the industry—suggesting a need for common principles of successful public relations blogging practices. This study selected the following critical features of effective blog-mediated public relations: salience of narrative structure, dialogical self, blogger credibility, and interactivity. Using these concepts, the researchers proposed a theoretical model in explaining relational trust as a central outcome of effective blog-mediated public relations. Findings showed that dialogical self in blog posts enhanced interactivity, which, in turn, led to an increase in relational trust. Additionally, this study found that blogger credibility played a positive role in relational trust.
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