企業議題管理業務初探－－以公共事務部門為觀點的個案研究

Abstract

本研究從公共關係部門的角度，初探國內企業的議題管理業務狀況，從中了解公關部門與議題管理業務之間的關連程度。研究目的在於透過文獻檢閱與個案分析，發展出公共關係與議題管理的連結關係，以作為進一步量化研究的基礎。研究以臺灣地區十三家具備議題管理業務的大型企業為個案，深入訪談該企業的公共事務部主管。經過個案企業的綜合分析，發現：1.企業議題管理的成立背景包括：企業外在環境變化快速、公司組織擴編、進入新市場、業務需要、或是整合公司資源等因素。2.公共事務部的議題管理職級角色分為兩群。A群企業的公共事務部門真正負責議題管理的工作，擁有策略上的自主權，並且在委員或議題管理小組中擔任要職，對內負責跨部門協調，對外代表企業進行有關公共政策或法令的遊說。B群企業的議題管理則由總經理掌控，公共事務部門偵測環境的能力較弱，業務重點在於公益活動與媒體宣傳，在涉及議題管理的任務上則只扮演支援任務以及執行計畫的角色。3.企業議題管理的結構化發展程度，與公共事務部門的層級角色有關：公共事務部門的層級角色越受重視，其專業功能越能發揮，企業的議題管理也越能朝向結構化的發展。

This study explored the relationships of public relations and issues mangement in the corporations. By revieing the related literature, the study constructed a conceptual framework that shows the possible relationship between the two corporate functons, and that deserves to be tested in the further study. Thirteen firms which contain different kinds of industry were selected for case studying. The following are important findings: 1. The ranking order of stakeholders, according to the firm respondents, is consumer, employees, the government, retainers, the mass media, CEO, the community, stockholders, and the interest groups. 2. The greater the formalization of the corporation, the more likely the construction of the framework of issues management. 3. The reasons why the firms being studied built up the function of issues management include that (1)the rapid change of the environment;(2)the need of the organization, (3) the entrance to the new market, and (4)the integration of the corporate resources.4.The greater the involvement of the CEO and the PR department to issues management, the greater the integration of issues management and strategic management.