Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/103107
DC Field | Value | Language |
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dc.creator | 汪睿祥;姚惠忠 | zh_TW |
dc.creator | Wang, Rui-Xiang;Yao, Hui-Chung | |
dc.date | 2010-07 | |
dc.date.accessioned | 2016-10-20T08:17:22Z | - |
dc.date.available | 2016-10-20T08:17:22Z | - |
dc.date.issued | 2016-10-20T08:17:22Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/103107 | - |
dc.description.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。 | |
dc.description.abstract | 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. | |
dc.format.extent | 361113 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | 廣告學研究, 34, 93-114 | |
dc.subject | 公關策略 ; 公關理論 ; 目標-情境-策略 | |
dc.subject | objective-situation-strategy ; publicrelationsstrategies ; publicrelationstheory | |
dc.title | 公關策略:定義與範疇 | zh_TW |
dc.title.alternative | Public Relations Strategies: Definitions and Categories | |
dc.type | article | |
item.grantfulltext | open | - |
item.openairetype | article | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.cerifentitytype | Publications | - |
item.fulltext | With Fulltext | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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34-4(p.93-114).pdf | 352.65 kB | Adobe PDF2 | View/Open |
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