公共關係溝通策略研究：以「無名小站」個案為例

Abstract

本研究以無名小站的發展歷程為例，探討網站經營者的公共關係策略。本文從公共關係中的溝通策略出發，進行個案研討與分析。透過網站、新聞報導之內容分析與網站經營者的深度訪談，分析「無名小站」的公共關係運作模式及其效應。研究結果顯示，「無名小站」尚未完全體現網路的雙向溝通效能，網路經營者在對話空間裡仍屬於權力位階較高者，在對話迴路的完善度方面仍有改善空間。此外，「無名小站」尚未充分發展出完整的公關策略，屬於被動回應導向的溝通模式。這顯示了科技業與公關業仍存在很大的認知分歧，未來應設置公關專責人員，以提升該企業與利益關係人之溝通品質。

The purpose of this study is to access the effectiveness of the public relations strategies implemented by the Internet service company `Wretch.` Adopting theories of public relations and the Internet communication, the present study provides an in-depth analysis of Wretch`s communication strategies. Based on the interviews and content analysis of media coverage, the study finds that the dialogic loop on the Internet does not work effectively because `Wretch` does not adopt an ideal Internet PR strategy proposed by scholars. As a newly-found Internet service company, `Wretch` fails to take the advantage of the Internet communication, and its PR strategies are passive when facing controversies. The research suggests that `Wretch` employs full-time PR professionals to assure the quality of the relationship with stakeholders