公眾管理導向－－公關概念的一次大膽延伸

Abstract

本研究試圖藉由不同角度釐清公關與行銷的關係，結果發現，公關不應被視為一種管理功能，而應是一種強調企業利潤與公眾利益並重的新管理導向。研究發現公關部門工作似乎不具有不可替代性，企業中行銷、人事等部門原本也已在從事這些工作，而且可能比公關部門做的更好。從歷史發展來看，兩者也是密不可分。行銷與公關最大的差異應在於行銷多半只重視企業利潤，忽略公眾利益，而公關則企求兩者並重。也就是說，他們的差異可能並不在於雙方執掌的功能有何不同，而在於他們背後的基本精神並不相同。從近年來管理理論的改變，以及部份成功企業的案例來看，我們似乎可以發現，新一代的企業將更為關照企業內、外部公眾，同時兼顧企業利潤與公眾利益，放棄傳統的只重視企業利潤的管理方式，換言之，公眾管理導向正在浮現中。This research tries to clarity the relationship between PR and marketing from various points. The result shows that PR should not be viewed as one of the management functions, instead, should be a new management orientation which stress on both enterprise and public welfare. It `s been found out that the function of PR department is no more insubstitutable and also being done by marketing as well as kuman resource department at the same time. And the latter may even do it better. From the point of historical development, PR and marketing are also c10se brothers. Apart from that, which is the most important difference them, marketing usually takes enterprise high and lighten public welfare, however, PR value both of them. Which means, their defference probably lay not on their various functions but on the various spirit steming from base.