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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104859


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104859


    Title: 公共關係溝通策略研究：以「無名小站」個案為例
    Other Titles: The Public Relation Strategy of the Website Operator: `Wretch` as an Example
    Authors: 吳雅樂;陳慧汶;呂妮霖
    Keywords: 無名小站;溝通策略;對話迴路;公共關係四模式;網路公關
    Communication strategies;Dialogic loop;Four models of public relations;The internet public relations;Wretch
    Date: 2008-01
    Issue Date: 2016-12-14 14:08:04 (UTC+8)
    Abstract: 本研究以無名小站的發展歷程為例，探討網站經營者的公共關係策略。本文從公共關係中的溝通策略出發，進行個案研討與分析。透過網站、新聞報導之內容分析與網站經營者的深度訪談，分析「無名小站」的公共關係運作模式及其效應。研究結果顯示，「無名小站」尚未完全體現網路的雙向溝通效能，網路經營者在對話空間裡仍屬於權力位階較高者，在對話迴路的完善度方面仍有改善空間。此外，「無名小站」尚未充分發展出完整的公關策略，屬於被動回應導向的溝通模式。這顯示了科技業與公關業仍存在很大的認知分歧，未來應設置公關專責人員，以提升該企業與利益關係人之溝通品質。
    The purpose of this study is to access the effectiveness of the public relations strategies implemented by the Internet service company `Wretch.` Adopting theories of public relations and the Internet communication, the present study provides an in-depth analysis of Wretch`s communication strategies. Based on the interviews and content analysis of media coverage, the study finds that the dialogic loop on the Internet does not work effectively because `Wretch` does not adopt an ideal Internet PR strategy proposed by scholars. As a newly-found Internet service company, `Wretch` fails to take the advantage of the Internet communication, and its PR strategies are passive when facing controversies. The research suggests that `Wretch` employs full-time PR professionals to assure the quality of the relationship with stakeholders
    Relation: 廣告學研究, 29, 81-118
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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