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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/103107

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Title:	公關策略：定義與範疇
Other Titles:	Public Relations Strategies: Definitions and Categories
Authors:	汪睿祥;姚惠忠 Wang, Rui-Xiang;Yao, Hui-Chung
Keywords:	公關策略;公關理論;目標－情境－策略 objective-situation-strategy;publicrelationsstrategies;publicrelationstheory
Date:	2010-07
Issue Date:	2016-10-20 16:17:22 (UTC+8)
Abstract:	「公關策略」迄今缺乏共同的討論架構，本文檢討文獻，定義公關策略為「組織為因應不同情境需求，針對不同公關目標，由公關人員構思、整合資源並執行，以期達成目標的行動構想」。依「目標」與「情境」二個向度，公關策略可分為形象建立、形象修護、關係培育，關係修護四大範疇(category)，各範疇各有其可行策略。組織可以依公關情境與目標，考慮組織與公眾的性質，來擇定公關策略。研究者可依不同的「組織－公眾－目標－情境」的需要，研究可行的策略選項。 The purpose of this article is to define ”Public relations strategies” clearly. This article reviews past literatures and defines public relations strategies as ”a conception of how to pursue a specific goal under a specific situation, conceived by, integrated by, and implemented by public relations practitioners.” Public relations strategies have two dimensions: objective and situation and they can be divided into four categories. Each objective-situation has its own feasible strategies. Considering the situations, objectives, characters of an organization and its audiences, an organization can make appropriate public relations strategies decisions.
Relation:	廣告學研究, 34, 93-114
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

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