政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141516

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141516

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/141516

Title:	社群媒體時代企業公關之角色探討 A Study on the Role of Corporate Public Relations Practitioners in the Social Media Era
Authors:	陳嘉雯 Chen, Chia-Wen
Contributors:	劉慧雯 Liu, Hui-Wen 陳嘉雯 Chen, Chia-Wen
Keywords:	企業公關社群媒體組織角色 Corporate public relations Social media Organization Role
Date:	2022
Issue Date:	2022-09-02 14:38:19 (UTC+8)
Abstract:	隨著近年來資訊科技快速發展，企業營運策略也大舉朝著數位趨勢邁進，不僅改變人們的溝通型態，也顛覆了既有的商業模式，無法隨之快速應變的企業或工作者，生存空間受到擠壓或面臨挑戰。在這波創新浪潮中社群媒體趁勢而起，許多企業透過官方社群帳號，以即時、雙向的方式直接與網友或消費者互動，同時也讓傳統上被賦予和利益關係人溝通的企業公關人員角色受到衝擊。社群小編代表企業對外發布訊息、企業主透過個人社群帳號直接發言，以及企業網路負評由第三方帳號操作輿論風向等現象，使企業公關人員有話語權漸失的隱憂。對於企業公關人員在組織內被賦予的角色期待，本研究從瞭解企業公關人員所屬組織在社群媒體時代的變化為探討脈絡基礎，並以企業公關人員與官方社群帳號之間的關係，以及對外協助組織溝通之媒體運用是否產生任何變化，做為本研究探討分析的主要方向。本研究採質性研究之個案研究法及深度訪談法，分別訪問兩名企業規模和產業屬性皆不相同的資深企業公關工作者做為研究個案，深入分析比較組織框架對企業公關人員角色定位的影響。研究結果發現，企業對公關人員的認知及組織權責劃分牽動著公關人員的角色安排，跨職能溝通與協作才能協助企業品牌整合。管理、關係和語藝是傳統公關主軸在社群媒體時代下的延續，企業公關人員並能結合社群專業力提升，在社群媒體找到協助組織溝通的新契機。 With the rapid development of information technology in recent years, businesses are also moving aggressively towards digital trends in their operational strategies. It not only changes the way people communicate, but also subverts the existing business model. Enterprises or workers who cannot adapt quickly will have their living space squeezed or face challenges. In this wave of innovation, social media is taking advantage of the trend, and many companies interact directly with netizens or consumers via official accounts on social media platforms. Nevertheless, the role of corporate public relations practitioners (PR) traditionally entrusted with communicating with stakeholders has been impacted. For instances, social media editors release messages on behalf of companies, business owners speak directly via their personal accounts, as well as the negative comments of corporates on internet are manipulated by third-party accounts. Corporate PR practitioners should view the phenomenon of the gradual loss of discourse right as a worry. On the role expectation of corporate PR personnel in the organization, the study is based on understanding the changes of the organization to which corporate PR personnel belong in the social media era. Furthermore, the research focuses on the relationship between corporate PR practitioners and official accounts, and whether there are any changes in the use of media to assist the organization in external communication. This study adopts the case study method and in-depth interview method of qualitative research, and interview two senior corporate PR practitioners with different company scales and industries attribute as research cases. According to the interview data, deeply analyze and compare the impacts of organizational frameworks on the role po-sitioning of corporate PR personnel. The study shows that the roles of corporate PR personnel were affected by two factors. One is the company’s perception of corporate PR personnel, and the other is the division of organizational rights and responsibilities. The only way of corporate brand integration is through cross-functional communication and collaboration. In addition, the traditional PR values including management, relationship and rhetoric, are the continuation in the social media era. It is suggested that corporate PR practitioners combine public relations majors and social media professional ability enhancements, so as to find new opportunities on social media to assist in organizational communication.
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Description:	碩士國立政治大學傳播學院碩士在職專班 103941003
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0103941003
Data Type:	thesis
DOI:	10.6814/NCCU202201255
Appears in Collections:	[EMA Program in Communication] Theses

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