| dc.creator (作者) | 汪睿祥;姚惠忠 | zh_TW |
| dc.creator (作者) | Wang, Rui-Xiang;Yao, Hui-Chung | |
| dc.date (日期) | 2010-07 | |
| dc.date.accessioned | 20-Oct-2016 16:17:22 (UTC+8) | - |
| dc.date.available | 20-Oct-2016 16:17:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Oct-2016 16:17:22 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/103107 | - |
| dc.description.abstract (摘要) | 「公關策略」迄今缺乏共同的討論架構，本文檢討文獻，定義公關策略為「組織為因應不同情境需求，針對不同公關目標，由公關人員構思、整合資源並執行，以期達成目標的行動構想」。依「目標」與「情境」二個向度，公關策略可分為形象建立、形象修護、關係培育，關係修護四大範疇(category)，各範疇各有其可行策略。組織可以依公關情境與目標，考慮組織與公眾的性質，來擇定公關策略。研究者可依不同的「組織－公眾－目標－情境」的需要，研究可行的策略選項。 | |
| dc.description.abstract (摘要) | The purpose of this article is to define ”Public relations strategies” clearly. This article reviews past literatures and defines public relations strategies as ”a conception of how to pursue a specific goal under a specific situation, conceived by, integrated by, and implemented by public relations practitioners.” Public relations strategies have two dimensions: objective and situation and they can be divided into four categories. Each objective-situation has its own feasible strategies. Considering the situations, objectives, characters of an organization and its audiences, an organization can make appropriate public relations strategies decisions. | |
| dc.format.extent | 361113 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 34, 93-114 | |
| dc.subject (關鍵詞) | 公關策略 ; 公關理論 ; 目標－情境－策略 | |
| dc.subject (關鍵詞) | objective-situation-strategy ; publicrelationsstrategies ; publicrelationstheory | |
| dc.title (題名) | 公關策略：定義與範疇 | zh_TW |
| dc.title.alternative (其他題名) | Public Relations Strategies: Definitions and Categories | |
| dc.type (資料類型) | article | |
