新聞即時化下金融業媒體公關人員與報社記者之互動態樣

Abstract

全球媒體業近十年隨著傳播科技催化，新聞傳播方式全面翻新，尤其記者面對快速的新聞需求，與消息來源的互動產生質變，也影響了企業媒體公關的工作型態。本研究以台灣金融業為背景，從社會交換（Social Exchange Theory）與權力關係（Power Relations）的理論角度，探討新聞即時化下媒體公關人員與報社記者的互動，以及組織內外的權力態樣。\n\n本研究總共訪談了7位主跑金融業之報社記者與9位企業媒體公關人員，研究發現，企業媒體公關實務面對四大變遷： 1. 新聞呈現模式改變促使公關人員須更具專業知識協助記者深化內容；2. 公關人員與記者彼此互動更需具備耐心，相互體諒；3. 與記者的交換情境中，公關人員需更強化了即時諮詢功能；4. 公關人員地位提升，組織主動提供權力和資源以進行對外溝通，媒體公關擔任幕僚角色。\n\n由研究結果可見，現今媒體公關人員與記者之互動態樣仍呼應社會交換網絡主義之依賴、權力元素，兩者之關係也進入權力協同的情況，而面對媒體環境持續加速變化，建議未來研究者可延伸觀察自媒體，以及AI發展對於媒體公關實務之影響。

In the past decade, the media industry worldwide has undergone remarkable technological advancements, which led to changes in the production process of news for journalists and thus the work of media relations for public relations professionals. The current study was aimed to explore such changes, in particular, on how corporate communicators in Taiwan`s financial industry work with reporters when the demand for real time news became higher than before, based on the theoretical framework of Power Relations and Social Exchange Theory.\n\nDepth interviews with public relations staff and reporters were conducted. The key findings included: 1. PR practitioners today must be equipped with more industry knowledge to help journalists develop more in-depth content, 2. More considerations and patience in the interaction with reporters are needed, 3. PR practitioners serve a stronger consulting role even for journalists, and 4. The status of PR is upgraded to a higher level and receive more organizational support and resources.\n\nThe findings showed that networks between corporate communicators and reporters center on the inter-dependence and the social exchange of power, and that they “power with” each other in their power relationship. Future studies may consider similar topics in the trends of more owned-media and uses of AI in the media industry.