公關人員對專業核心能力認知之研究

Abstract

由於企業公共關係重要性與日俱增，而關於公關人員對專業核心能力認知的研究並不多，因此本研究乃透過文獻探討，先釐清公關核心能力的意涵，並經由三家公關公司的深度訪談和內容分析，就此意涵設計出一份認知量表，繼而以Delphi 法詢問專家意見後進行調查，除了透過辨別力檢測修正量表之外，也進行因素與集群分析。結果發現，公關核心能力可以分成四個因素，包括「媒體關係能力」、「策略執行能力」、「需求反應能力」和「外國語文能力」，而受訪者則可以分成二群，分別是「高核心能力認知型」和「低核心能力認知型」。最後，本研究乃針對受訪者人口特徵，就其各集群以及分別的各因素認知方面進行比較，並做成一些結論與建議。

Although the public relations (PR) function of an organization is increasingly important, researches about PR professional core competencies are relatively few. Therefore this article first tries to clarify the meaning of PR professional core competencies through the literature review. Then we carry out three interviews and derive a recognition questionnaire for PR professional core competencies from the content analysis of the interviews` verbatim records. Next, using Delphi method, the test for power of discrimination and factor analysis, we conclude a 23-items questionnaire. Also, after factor analysis, we found four factors to delineate the PR core competencies, including ”media relationship”, ”strategic performing”, ”needs reaction”, and ”foreign languages”. Moreover, using the cluster analysis, we found two clusters of respondents and compared the clusters with the demography of them. After all, some suggestions are proposed at the end.