Examining the Relationship between Volunteerism and Public Relations Success: An Empirical Study of Volunteers in the Expo 2010 Shanghai China

This study examined the links between volunteerism and public relations success based on a content analysis of reports on volunteers in the Expo 2010 Shanghai. After reviewing literature on public relations, volunteerism, corporate social responsibility and background information of Expo 2010 Shanghai China, we adopted content analysis on a significant number of online newspaper articles from the official website of Expo 2010 Shanghai China. Based on factor analysis and correlation analysis, it was found that volunteers' motivation factors included devotion, demand for experiences, spiritual growth, sociality motivation, responsibility, learning and training, social network acquisition self-identity, well organizational treatment, signifying honour for approval, well organized work arrangement, self-commitment, commitment to others, attitude of repayment to society, achievability and creating self-confident. Public relation success factors included enhancing interaction with others, demonstrating quality of the city, internal public relations in human resources, excellent images for organizations or individuals, presenting professional images, transporting concept of happiness lies in giving help to others, presenting internationalization and creating publics to like and approve the organization. The study has indicated the positive correlations between the volunteer motivation and public relations success. Our study has practical value for managing volunteers to achieve public relations success in large-scale events.