A comparison of corporate PR practices in U.S. and China: A case study approach

This thesis discusses the similarities and differences on excellent corporate PR practices in the U.S. and China. To be more specific, it examines practices of corporate social responsibilities (CSR), employee engagement, crisis management and social media management in these two countries. The comparison started with histories, and then it came down to case studies of six most prominent American and Chinese companies in three industries. This thesis has three dimensions in comparing the practices of PR: History: the thesis discusses how time changes corporate PR, Especially when social media becomes a crucial part in building and protecting a company's brand image. Countries: although the practices of corporate PR in China is derived from that in the United States, there are a lot of differences in these two countries because of the different political and economic systems. Industries: there are similarities and differences across industries when it comes to the practice of corporate PR. The author chooses three different industries, and examines companies within those industries, no matter they are state owned, public or private ones, to discuss corporate PR practices in different industries, and with different corporate attributes.