企業社會責任導向之公關策略對組織－－公眾關係之影響

Abstract

本研究試圖建構企業社會責任導向之公關策略，並檢視此一策略對組織─公眾關係的影響。根據隨機抽樣電訪二百八十八位新五都民眾之看法，顯示擬訂企業社會責任導向之公關策略，雖可從「自發導向」、「道德導向」及「經濟導向」等方向來加以考量，但依其重要性之排序，分別為「自發導向」及「道德導向」之公關策略會對組織─公眾關係造成影響。

This study attempts to construct corporate social responsibility (CSR) oriented public relations strategies and examine the impacts of such strategies on organization-public relationships. By randomly surveying 288 residents of five major cities in Taiwan via CATI, the results indicated although constructing CSR-oriented public relations strategies can consider discretionary-based, ethical-based and economic-based directions, but in terms of its importance in sequence, only discretionary-based and ethicalbased public relations strategies can influence organization-public relationships.