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Does the Name Matter? Ways of Conducting Communication of Public Relations Agencies with the Public on the Basis of Quantitative-Corpus Research on Language

Dariusz Tworzydło
Dariusz Tworzydło
, 
Karina Stasiuk-Krajewska
Karina Stasiuk-Krajewska
 et 
Przemysław Szuba
Przemysław Szuba
   | 20 mars 2024
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Article Category: Research Article
Publié en ligne: 20 mars 2024
Pages: 1 - 20
Reçu: 22 août 2023
Accepté: 16 janv. 2024
DOI: https://doi.org/10.2478/minib-2024-0001
Mots clés
© 2024 Dariusz Tworzydło et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Presence of company Facebook profile (n = 202) and LinkedIn profile (n = 203) versus affiliation with the analysed PR agency subject corpus (in %).Source: Own study. PR, public relations.
Presence of company Facebook profile (n = 202) and LinkedIn profile (n = 203) versus affiliation with the analysed PR agency subject corpus (in %).Source: Own study. PR, public relations.

Figure 2.

Lexical structure of K1 and K2—most frequent lexemes (in %) At this point, it is essential to emphasize that the term “lexeme” is not used here precisely. In most cases, a lexeme is a unit formed by lemmatization (that is, a certain abstract linguistic unit that includes the lexical meaning and all the forms a word can take). However, in some cases, several lexemes were considered to refer to a relatively coherent semantic field that is functional as part of the linguistic construction of social reality. For example: the category of naj- includes adjectives in the highest grade. Since all such forms have a positive meaning in the analyzed corpus, they were included in a common category, assuming that, treated in this way, they constitute a certain coherent unit in the context of the linguistic construction of reality. In addition, lexemes without semantic function (conjunctions, prepositions, or the reflexive pronoun itself) were not included in the chart..Source: Own study.
Lexical structure of K1 and K2—most frequent lexemes (in %) At this point, it is essential to emphasize that the term “lexeme” is not used here precisely. In most cases, a lexeme is a unit formed by lemmatization (that is, a certain abstract linguistic unit that includes the lexical meaning and all the forms a word can take). However, in some cases, several lexemes were considered to refer to a relatively coherent semantic field that is functional as part of the linguistic construction of social reality. For example: the category of naj- includes adjectives in the highest grade. Since all such forms have a positive meaning in the analyzed corpus, they were included in a common category, assuming that, treated in this way, they constitute a certain coherent unit in the context of the linguistic construction of reality. In addition, lexemes without semantic function (conjunctions, prepositions, or the reflexive pronoun itself) were not included in the chart..Source: Own study.

Deviations in the structure of K1 and K2 corpora—comparative analysis

No. Lexem Corpus K1 Corpus K2 Difference (%) K1–K2 Interpretation
Word count % of total Word count % of total
1 PR 182 0.91 114 0.48 0.43 Lexems that are more common in K1
2 Most- 131 0.82 142 0.50 0.32
3 Job 155 0.83 142 0.54 0.29
4 Client 275 1.39 270 1.12 0.27
5 Result 76 0.43 63 0.21 0.22
6 Possible 57 0.32 26 0.10 0.22
7 PR 137 0.69 112 0.47 0.22
8 Journalism 39 0.23 19 0.06 0.17
9 Effective 96 0.52 88 0.36 0.16
10 Communication 241 1.27 274 1.11 0.16
11 Our 187 0.95 188 0.79 0.16
12 Image 83 0.44 71 0.29 0.15
13 Solve 41 0.22 98 0.37 0.15 Lexems that are more common in K2
14 Advertisement 23 0.16 89 0.37 0.21
15 Marketing 95 0.51 206 0.85 0.34

Structure of K1 and K2 corpora—comparative analysis

Indicators K1 (agency name targeting the communications/PR area) K2 (agency name unrelated to communications/PR area)
Participation of the corpus in the unit of analysis 40.2% 59.8%
Average number of words in the text 125 119
Average number of characters in the text 831 806
Titles of texts that were included in the corpus About us 64% 40%
Company, About the company, Agency, About the agency 10% 16%
Who we are 7% 7%
No title

This category included texts that appeared immediately upon entering the Web site, without expanding the menu.

 0% 20%
Company’s own name 3% 0%
Different title, but analogous function

For K1: ‘operating philosophy’, ‘why us’, ’resume’, ‘us’, ‘get to know us’, ‘our strengths’, ‘our mission’, ‘what makes us different’, ‘mission and history’, ‘two words about us’; for K2: ‘what’s important’, ‘us’, ‘our story’, ‘welcome’, ‘this is us’, ‘our team’, ‘Hi!’, ‘from us’, ‘ideas’, ‘get to know us’, ‘why us’, ‘benefits of cooperation’.

 or different		 16% 17%
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Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Key Competences in Scholarly Research
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