To Build a Harmonious Society: Relationship Management in Corporate Philanthropy in China

The Chinese government's ultimate goal is the construction of a harmonious society. As corporate philanthropy helps firms gain brand recognition and loyalty, establishing them as "socially responsible" is an advantage for the Chinese companies to promote themselves in the intense global competition. This study investigates the cultivation strategies of companies in China with their publics during corporate philanthropy processes. Sixteen participants from companies and NGOs were interviewed. Nineteen cultivation strategies (access, positivity, openness, assurance, networking, sharing of task, some dual-concern strategies, cooperation, keeping of promises, stewardship, responsiveness, continued dialogue, listening, face-to-face communication, personal relationships, respect, organisational credibility, educational communication, and visible leadership) were identified in corporate philanthropy in China; One new strategy, being an opinion leader, was proposed. The study lists implications for public relations scholars, public relations practitioners, and companies in China that undertake corporate philanthropy or are planning to undertake corporate philanthropic programs in the future