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題名: | 公關策略:定義與範疇 | 其他題名: | Public Relations Strategies: Definitions and Categories | 作者: | 汪睿祥;姚惠忠 Wang, Rui-Xiang;Yao, Hui-Chung |
關鍵詞: | 公關策略 ; 公關理論 ; 目標-情境-策略 objective-situation-strategy ; publicrelationsstrategies ; publicrelationstheory |
日期: | Jul-2010 | 上傳時間: | 20-Oct-2016 | 摘要: | 「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. |
關聯: | 廣告學研究, 34, 93-114 | 資料類型: | article |
Appears in Collections: | 期刊論文 |
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34-4(p.93-114).pdf | 352.65 kB | Adobe PDF2 | View/Open |
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