Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/142679
|
| Title: | 社群媒體管理與企業公關之組織權力關係
Social Media Management and the Power Relations of Corporate Public Relations in Organizations |
| Authors: | 何其慧
Ho, Chi-Hui |
| Contributors: | 鄭怡卉
Cheng, I-Huei
何其慧
Ho, Chi-Hui |
| Keywords: | 公共關係
社群媒體
企業公關
權力關係
Public relations
Social media
Corporate PR
Power relations |
| Date: | 2022 |
| Issue Date: | 2022-12-02 15:26:11 (UTC+8) |
| Abstract: | 社群媒體逐漸成為企業組織對外溝通的平台之一，也為企業公關工作與其在組織中所扮演的角色等議題，帶出新的挑戰與探討的空間。本研究透過組織權力關係（Power Relations）的理論角度，探討企業公關在不同的社群媒體管理模式中，被組織所賦予的職能與影響力。
本研究訪談了19位現職企業公關實務工作者，發現社群媒體管理促使企業公關增加工作時間與跨部門溝通頻率，職能邁向全方位的策略溝通工作；但隨著組織的編制不同，企業公關中所擔負的角色與功能有所差異。部分企業公關在社群媒體管理的影響程度，與其企業對社群媒體定位，以及組織權力關係，呈現雙向的正面關聯性；但亦有高度獨立的企業公關，不參與社群媒體管理工作，但在網路危機溝通時扮演重要的角色，於組織內保有高度的地位與權力關係。
根據研究結果，本研究建議企業公關實務人員可擴展專業範疇，並透過提升在組織中的權力關係，以高階策略性的顧問角色，協助企業整合傳統媒體與社群新媒體的傳播工作，建立內外一致的企業形象與樹立企業的聲望。學理上，本研究亦建議未來學者可進一步延伸討論組織、產業、文化與科技因素，對於公關人員之職能角色與權力關係的影響，以及這些因素之間可能的雙向互動樣貌。
Social media has become one of the main platforms for business communication, which lends additional importance to the role of corporate public relations in organizations. This study employs a theoretical perspective of power relations in public relations research to explore the functions and influence of corporate public relations practitioners in different models of social media management.
A total of 19 corporate public relations professionals were interviewed for this study. It was found that the advent of social media increased the working time and cross-departmental communication frequency for corporate public relations practitioners as well as increasing their involvement in the development of comprehensive communications strategies. Another finding was that the roles and functions of corporate public relations may vary based on the establishment of social media management in the organization. In part, the degree of influence exerted by corporate public relations in social media management is characterized by a positive two-way dynamic pattern that is a function of power relations in the organization and corporate orientation towards social media. On the other hand, there are also highly independent corporate public relations practitioners not involved in social media management who hold high status and strong power relations in the organization, playing a pivotal role in solving social media crises.
Based on these findings, it is recommended that corporate public relations practitioners broaden their scope of expertise and integrate corporate communications across traditional channels and social media. By assuming a role as a high-level strategic counselor with strong power relations in the organization, public relations practitioners can add value to a corporation by establishing a corporate image that is internally and externally consistent, ultimately building the corporation’s reputation. Future studies can theoretically expand the existing propositions of power relations research. The current study may be extended by considering additional factors with regards to organization, industry, culture, and technology, as well as by further elucidating the two-way dynamics between these factors and the power relations of public relations practitioners within an organization. |
| Reference: | 中文文獻
〈2020年台灣數位廣告量全年達482.56億台幣，成長首度跌破雙位數〉（2021年5月12日）。取自台灣數位媒體應用暨行銷協會網頁 https://www.dma.org.tw/newsPost/923
〈天下2000大調查〉（無日期） 。取自天下雜誌網頁 http://www.erp.shu.edu.tw/?page_id=1139
孔誠志（1991）。《公關手冊》。台北：商周。
方心怡（2020）。《新聞即時化下金融業媒體公關人員與報社記者之互動態樣》。政治大學傳播學院碩士在職專班碩士論文。
王文吟（2020）。《公部門社群網路公關策略：以中央政府臉書經營為例之研究》。政治大學行政管理碩士學程碩士論文。
余佳寧（2017）。《政府運用社群媒體進行危機公關之研究》。中興大學國家政策與公共事務研究所碩士論文。
吳宜真（2007）。《企業部落格社群經營與價值共創之研究》。政治大學科技管理研究所碩士論文。
吳宜蓁與李郁怡（2017年5月31日）。〈數位媒介時代的公關危機管理〉。《哈佛商業評論全球繁體中文版》。取自https://www.hbrtaiwan.com/article_content_AR0007118.html
李全興（2011年3月）。〈漫談社群經理的工作內容〉，《INSIDE》取自https://www.inside.com.tw/article/805-community_manager
林質安（2014）。《臺灣現代劇團經營Facebook粉絲專頁之公關溝通策略應用分析》。臺北藝術大學藝術行政與管理研究所學位論文。
孫秀蕙（1997）。《公共關係：理論、策略與研究實例》。台北市：正中書局。
孫秀蕙（2000）。〈網路時代的企業公關─格魯尼模式的理論性重構〉，《廣告學研究》，15：1-25。
孫秀蕙（2005）。〈公關理論中的「雙向對等性溝通模式」再省思〉，《廣告學研究》，5：185-201。
孫秀蕙（2009）。《公共關係：理論、策略與研究實例 （新修訂第二版）》。台北：正中書局。
財團法人台灣網路資訊中心 （2021）。《2020台灣網路報告》，台北市：團法人台灣網路資訊中心。
莊宜軒（2012）。《企業Facebook粉絲專頁之公關策略分析》。政治大學傳播學院廣告學系碩士論文。
陳一香（2007）。《公共關係：理論、策略與應用》。台北：雙葉。
彭明慧（2022年3月23日）。〈Meta統計：92%中小企業以Facebook平台營運或創造營收〉，《聯合新聞網》。取自https://udn.com/news/story/7239/6186764
楊意菁（2010）。〈企業公民、網路公關與公眾溝通：以台灣企業網站為例〉，《中華傳播學刊》，103：1-28。
劉正道（2004）。〈公關角色、組織變革與組織權力之關聯性初探〉，《中華傳播學刊》，5：73-101。
蔡美瑛譯（1999）。《公共關係─理論與實務》。台北：亞太。（原書 Newsom, N., Turk, J.D., Kruckeberg, D. [1999]. This is PR: The Realities of Public Relations. CA: Wadsworth Publishing Company.）
鄭怡卉（2020）。〈社群媒體時代下的公關專業倫理：探討公關倫理核心價值與挑戰〉，《傳播與社會學刊》，53：91-123。
謝文哲（2020年12月18日）。〈華碩社群小編自稱「中國公司」 台灣網友灌爆臉書嗆抵制〉，《鏡周刊》。取自https://www.mirrormedia.mg/story/20201218edi001/
英文文獻
Allagui, I., & Breslow, H. (2016). Social media for public relations: lessons from four effective cases. Public Relations Review, 42(1), 20-30.
Argenti, P. A., & Barnes, C. M. (2009). Digital strategies for powerful corporate communications. New York, NY: McGraw Hill.
Arthur W. Page Society. (2012, March). Arthur W. Page Society unveils new model for corporate Communications. Retrieved from the Arthur W. Page Society Web site https://page.org/news/arthur-w-page-society-unveils-new-model-for-corporate-communications
Avidar, R. (2011). Israeli public relations and the Internet. Israel Affairs, 17(3), 401-421.
Bachrach, S., & Lawler, E. (1980). Power and politics in organizations. San Francisco, SF: Jossey-Bass.
Berger, B. K. (2005). Power over, power with, and power to relations: critical reflections on public relations, the dominant coalition, and activism. Journal of Public Relations Research, 17(1), 5-28.
Berger, B. K., & Reber, B. H. (2006a). Finding influence: Examining the role of influence in public relations practice. Journal of Communication Management. doi:10.1108/13632540610681130
Berger, B. K., & Reber, B. H. (2006b). Gaining influence in public relations: The role of resistance in practice. New Jersey, NJ: Lawrence Erlbaum Associates.
Breakenridge, D.K. (2012). Social media and public relations: Eight new practices for the PR professional. Upper Saddle River, NJ: Pearson Education.
Broom, G.M., & Dozier, D.M. (1986). Advancement for public relations role models. Public Relations Review. 12(1), 37-56.
Broom, G.M., & Smith, G.D. (1979). Testing the practitioner’s impact on clients. Public Relations Review. 5(3), 47-59.
Burgess, C., & Burgess, M. (2013). The social employee: How great companies make social media work (1st ed. ). New York, NY : McGraw-Hill Education.
Capriotti, P., & Moreno, A. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 33(1), 84-91.
Chadwick, S. (2022, March 7). How social media is shaping the future of public relations. Retrieved from Neal Schaffer Web site https://nealschaffer.com/social-media-shaping-future-public-relations/
Chen, Y.-R. R., Cheng, Y., Hung-Baesecke, C.-J. F., & Jin, Y. (2019). Engaging international publics via mobile-enhanced CSR (mCSR): A cross-national study on stakeholder reactions to corporate disaster relief efforts. American Behavioral Scientist, 63(12), 1603-1623.
Cheng, Y. (2019). The social-mediated crisis communication research: Revisiting dialogue between organizations and publics in crises of China. Public Relations Review, 46(1). doi: 10.1016/j.pubrev.2019.04.003
Cyert, R. M., & March, J. G. (1963). A Behavioral Theory of the Firm. New Jersey, N.J. : Prentice-Hall.
Deatherage, C. P., & Hazleton, V. (1998). Effects of organization worldviews on the practice of public relations: A test of the theory of public relations excellence, Public Relations Research, 10(1), 57-71.
Diga, M., & Kelleher, T. (2009). Social media use, perceptions of decision-making power, and public relations roles. Public Relations Review, 35(4), 440-442.
DiStaso, M. W., & McCorkindale, T. (2014, September 21). The state of social media research: where are we now, where we were and what it means for public relations. Retrieved from Institute for Public Relations Web site https://instituteforpr.org/state-social-media-research-now-means-public-relations/
Dozier, D.M., & Broom, G. M. (1995). Evolution of the manager role in public relations practice. Journal of Public Relations Research, 7(1), 3-26.
Dozier, D. M., & Broom, G. M. (2006). The centrality of practitioner roles to public relations theory. In Botan,C. H., & V. Hazleton,V. (Eds.), Public Relations Theory II (pp. 137–170). London: Routledge.
Dozier, D. M.,Grunig, L. A., & Grunig, J. E. (1995). Manager’s guide to excellence in public relations and communication management. New Jersey, NJ: Lawrence Erlbaum Associates, Inc.
Dunbar, R. I. M. (2004). Gossip in evolutionary perspective. Review of General Psychology, 8(2), 100–110.
Eyrich, N., Padman, M., & Sweetser, K. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review , 412-414.
Finkelstein, S. (1992). Power in top management teams: Dimensions, measurement, and validation. The Academy of Management Journal, 35(3), 505-538.
Fleming, P., & Spicer, A. (2014). Power in management and organization science. Academy of Management Annals, 8(1), 237-298.
Fortune 500. (n.d.) Retrieved from https://fortune.com/fortune500/
French, J. R. P., & Raven, B. (1959). The bases of social power. In D. Cartwright (Ed.), Studies in social power (pp. 150–167). Michigan: Research Center for Group Dynamics, Institute for Social Research, University of Michigan.
Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. New York, NY: Holt, Rinehart & Winston.
Grunig, L. A. (1992). Power in the public relations department. In J. E. Grunig (Ed.), Excellence in public relations and communications management (pp. 483-501). New Jersey, NJ: Lawrence Erlbaum Associates.
Hallahan, K. (2004). Online public relations. In Hossein Bidgoli (Ed.), The Internet encyclopedia. Vol. 2, New Jersey, NJ: John Wiley, 769-783.
Harlow, R. F. (1976). Building a public relations Definition. Public Reactions Review, 2(4), 34-42.
Hebbourn, K. (2010). What is a Social Media Manager? Retrieved from https://hubpages.com/hub/What-is-a-Social-Media-Manager
Hickson, D. J., Hinings, C. R., Lee, C. A., Schneck, R. E., & Pennings, J. M. (1971). A strategic contingencies’ theory of intraorganizational power. Administrative Science Quarterly, 16, 216-229.
Jiang, H., Luo, Y., & Kulemeka, O. (2016). Leading in the digital age: A study of how social media are transforming the work of communication professionals. Telematics and Informatics, 33(2), 493 – 499.
Kanihan, S. F., Hansen, K. A., Blair, S., Shore, M., & Myers, J. (2013). Communication managers in the dominant coalition: Power attributes and communication practices. Journal of Communication Management, 17(2), 140 -156.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59- 68.
Kelleher, T., & Miller, B. M. (2006). Organizational blogs and the human voice: relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 11(2), 395-414.
Kirat, M. (2019). Social media adoption among public relations practitioners in Qatar. International Journal of Humanities and Social Science,9(9). doi: 10.30845/ijhss.v9n9a6
Lariscy, R.W., Avery, E. J., Sweetser, K. D., & Howes, P. (2009). Monitoring public opinion in cyberspace: How corporate public relations is facing the challenge. Public Relations Journal, 3(4). Retrieved from https://prjournal.instituteforpr.org/wp-content/uploads/Monitoring-Public-Opinion.pdf
Lauzen, M. M., & Dozier, D. M. (1992). The missing link: The public relations manager role as mediator of organizational environments and power consequences for the function. Journal of Public Relations Research, 4, 205–220.
Lee, M. N., Sha, B. L., Dozier, D. M., & Sargent, P. (2015). The Role of new public relations practitioner as social media experts. Public Relations Review,41, 411-413.
Macnamara, J. (2010). Public relations and the social: how practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 11, 21-39.
McAllister, S. M. (2012). How the world’ s top universities provide dialogic forums for marginalized voices. Public Relations Review, 38(2), 319-327.
Mintzberg, H. (1983). Power in and around organizations. New Jersey, N.J.: Prentice-Hall.
Mohammadian, M., & Mohammadreza, M. (2012). Identify the success factors of social media (marketing perspective). International Business and Management, 4(2), 58-66.
Morgan, J. (2010). Here’s to You, the Social Media Manager! Retrieved from https://www.cloudave.com/5355/here%E2%80%99s-to-you-the-social-media-manager/
Moss, D., Warnaby, G., & Newman, A. J. (2000). Public relations practitioner role enactment at the senior management level within U.K. companies, Journal of Public Relations Research, 12(4), 277-307.
Mukherjee, T., & Nathawat-Aibas, S. (2017). Role of PR in relations management with strategic partners leading to value co-creation. Handbook of research on strategic alliances and value co-creation in the service industry. 103-133. doi: 10.4018/978-1-5225-2084-9.ch006
Neill, M.S., & Lee, N. (2016). Roles in social media: how the practice of public relations is evolving. Public Relations Journal, 10(2), 1-25.
Neill, M.S., & Moody, M. (2015). Who is responsible for what? examining strategic roles in social media management. Public Relations Review, 41 (1), 109-118.
Owyang, J. (2007). The Four Tenets of the Community Manager. Retrieved from http://web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/
Pakura, S., & Rudeloff, C. (2020). How entrepreneurs build brands and reputation with social media PR: empirical insights from start-ups in Germany. Journal of Small Business & Entrepreneurship, 1-28.
Pfeffer, J. (1981). Power in organizations. London: Pitman.
Pfeffer, J. (1992). Managing with power: Politics and influence in organizations. Boston, MA: Harvard Business School Press.
Plowman, K. D. (1998). Power in conflict for public relations. Journal of Public Relations Research, 10(4), 237-261.
Provan , K. G. (1989). Environment , department power and strategic decision making in organizations : A proposed integration. Journal of Management. 15, 21-34.
Reber, B. H., & Berger, B. L. (2006). Finding influence: Examining the role of influence in public relations practice. Journal of Communication Management, 10(3), 235-249.
Romenti, S., Murtarelli, G., & Valentini, C. (2014). Organizations’ conversations in social media: Applying dialogue strategies in times of crises. Corporate Communications: An International Journal, 19(1), 10-33.
Ruekert, R. W., & Walker, O. C. (1987) . Marketing’s interaction with other functional units: A conceptual framework and empirical evidence. Journal of Marketing, 51, 1-19.
Sallot, L. M., Porter, L. V., & Acosta-Alzuru, C. (2004). Practitioners’ web use and perceptions of their own roles and power: A qualitative study. Public Relations Review, 30, 269–278.
Schwartzman, E., Smith, T., Spetner, D., & McDonald, B. (2009). 2009 Digital Readiness Report. iPressroom.
Smith, B. G., & Place, K. R. (2013). Integrating power? Evaluating public relations influence in an integrated communication structure. Journal of Public Relations Research, 25, 168-87.
Solis, B., & Breakenridge, D. (2009). Putting the Public Back in Public Relations : How Social Media is Reinventing the Aging Business of PR. New Jersey, NJ: Pearson Education, Inc.
Spataro, M. (1998). Net Relations: A fusion of direct marketing and public relations. Direct Marketing, 61(4), 16-19.
Spicer, C. (1997). Organizational public relations: Apolitical perspective. Mahwah, NJ: Lawrence Erlbaum Associates.
Sweeney, M. (2011, March 4). What Makes an Exceptional Social Media Manager? Retrieved from https://www.socialmediatoday.com/mike-sweeney/275368/what-makes-exceptional-social-media-manager
Sweetser, K., & Metzgar, E. (2007). Communicating during crisis: Use of blogs as a relationship management tool. Public Relations Review, 33(3), 340-342.
Taylor, M., & Kent, M. L. (2014). Dialogic engagement: Clarifying foundational concepts. Journal of Public Relations Research, 26(5), 384-398.
The Public Relations Society of America, PRSA. (n.d. ). Retrieved from https://www.prsa.org/about/all-about-pr
University of Southern California, USC Center for Public Relations. (2019). 2019 global communication report. Retrieved from USC Annenberg School For Communication And Journalism Web site https://annenberg.usc.edu/research/center-public-relations/global-communication-report
Vieira, E. T., & Grantham, S. (2013). Defining public relations roles in the U.S.A. using cluster analysis. Public Relations Review,40, 60-68.
Wang, Y., Cheng, Y., & Sun, J. (2021). When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020. Public Relations Review, 47(4). doi: 10.1016/j.pubrev.2021.102081
We are social. (2021). Digital Report 2021. Retrieved from We Are Social Web site https://wearesocial.com/uk/blog/2021/01/digital-2021-uk/
Weinberg, T. (2009). The new community rules: marketing on the social web. California, CA: O’Reilly Media, Inc.
Wilcox, D.L., Cameron, G. T., & Reber, B. H. (2015). Public relations: strategies and tactics. (11th ed). Essex, UK: Pearson Education Limited.
Wright, D. K., & Hinson, M.D. (2009a). An updated look at the impact of social media on public relations practice. Public Relations Journal, 3(2). Retrieved from https://www.researchgate.net/publication/228656353_An_Updated_Look_at_the_Impact_of_Social_Media_on_Public_Relations_Practice
Wright, D. K., & Hinson, M.D. (2009b). Examining how public relations practitioners actually are using social media. Public Relations Journal, 3(3). Retrieved from https://www.researchgate.net/publication/228631785_Examining_How_Public_Relations_Practitioners_Actually_Are_Using_Social_Media
Wright, D. K., & Hinson, M. D. (2010). An analysis of new communications media use in public relations: Results of a five-year trend study. Public Relations Journal, 4(2). https://www.researchgate.net/publication/228484745_An_analysis_of_new_communications_media_use_in_public_relations_Results_of_a_five-year_trend_study
Wright, D. K., & Hinson, M. D. (2012). Examining how social and emerging media have been used in public relations between 2006 and 2012: A Longitudinal Analysis. Public Relations Journal, 6(4). Retrieved from https://www.researchgate.net/publication/265880796_Examining_How_Social_and_Emerging_Media_Have_Been_Used_in_Public_Relations_Between_2006_and_2012_A_Longitudinal_Analysis
Wright, D.K., & Hinson, M. D. (2017). Tracking how social media and other digital media being used in public relations practice: a twelve-year study. Public Relations Journal. 11(1). Retrieved from https://prjournal.instituteforpr.org/wp-content/uploads/PRJ-2017-Wright-Hinson-2-1.pdf |
| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
109941022 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109941022 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201706 |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 102201.pdf | | 775Kb | Adobe PDF2 | 143 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
