公關人員與媒體之間的互動模式對於議題管理策略的啟示－－以非營利性的弱勢團體為例

Abstract

對於資源匱乏的非營利性團體來說，公關人員若能善用與媒體之間互惠的互動關係關係，可以對目標對象傳達有利於消息來源的新聞報導，從而克服弱勢團體先天上的資源不足之障礙。本文主張，對於消息來源近用媒體的策略之研究，不應該再拘泥於「媒介霸權」的「操縱模式」和「言論多元」的「市場模式」之間孰對孰錯的無謂爭，而是以更務實的態度，瞭解社會的權力體系，包括媒介，存在著互相矛盾的價值體系與利益關係。弱勢團體唯有利用這些矛盾式的關係，瞭解媒體對於資訊的需求，妥善發揮公關功能。The present paper discusses the possibility of positive media reportage as a result of effecive public relations strategies planned by non-profit organizations. The theoretical hypothesis in the present study goes beyond `marketing-versus-media-hegemony` the-sis, instead it proposes a pragmatic view that helps Public Relations researchers to understand the complicated power relations between mass media and social groups. We believe that by employing effective public relations strategies the resource-poor group are able to at-tain prominent media coverage, therefore gaining favorable opinion and support.