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題名 社群媒體管理與企業公關之組織權力關係
Social Media Management and the Power Relations of Corporate Public Relations in Organizations
作者 何其慧
Ho, Chi-Hui
貢獻者 鄭怡卉
Cheng, I-Huei
何其慧
Ho, Chi-Hui
關鍵詞 公共關係
社群媒體
企業公關
權力關係
Public relations
Social media
Corporate PR
Power relations
日期 2022
上傳時間 2-Dec-2022 15:26:11 (UTC+8)
摘要 社群媒體逐漸成為企業組織對外溝通的平台之一，也為企業公關工作與其在組織中所扮演的角色等議題，帶出新的挑戰與探討的空間。本研究透過組織權力關係（Power Relations）的理論角度，探討企業公關在不同的社群媒體管理模式中，被組織所賦予的職能與影響力。

本研究訪談了19位現職企業公關實務工作者，發現社群媒體管理促使企業公關增加工作時間與跨部門溝通頻率，職能邁向全方位的策略溝通工作；但隨著組織的編制不同，企業公關中所擔負的角色與功能有所差異。部分企業公關在社群媒體管理的影響程度，與其企業對社群媒體定位，以及組織權力關係，呈現雙向的正面關聯性；但亦有高度獨立的企業公關，不參與社群媒體管理工作，但在網路危機溝通時扮演重要的角色，於組織內保有高度的地位與權力關係。

根據研究結果，本研究建議企業公關實務人員可擴展專業範疇，並透過提升在組織中的權力關係，以高階策略性的顧問角色，協助企業整合傳統媒體與社群新媒體的傳播工作，建立內外一致的企業形象與樹立企業的聲望。學理上，本研究亦建議未來學者可進一步延伸討論組織、產業、文化與科技因素，對於公關人員之職能角色與權力關係的影響，以及這些因素之間可能的雙向互動樣貌。
Social media has become one of the main platforms for business communication, which lends additional importance to the role of corporate public relations in organizations. This study employs a theoretical perspective of power relations in public relations research to explore the functions and influence of corporate public relations practitioners in different models of social media management.

A total of 19 corporate public relations professionals were interviewed for this study. It was found that the advent of social media increased the working time and cross-departmental communication frequency for corporate public relations practitioners as well as increasing their involvement in the development of comprehensive communications strategies. Another finding was that the roles and functions of corporate public relations may vary based on the establishment of social media management in the organization. In part, the degree of influence exerted by corporate public relations in social media management is characterized by a positive two-way dynamic pattern that is a function of power relations in the organization and corporate orientation towards social media. On the other hand, there are also highly independent corporate public relations practitioners not involved in social media management who hold high status and strong power relations in the organization, playing a pivotal role in solving social media crises.

Based on these findings, it is recommended that corporate public relations practitioners broaden their scope of expertise and integrate corporate communications across traditional channels and social media. By assuming a role as a high-level strategic counselor with strong power relations in the organization, public relations practitioners can add value to a corporation by establishing a corporate image that is internally and externally consistent, ultimately building the corporation’s reputation. Future studies can theoretically expand the existing propositions of power relations research. The current study may be extended by considering additional factors with regards to organization, industry, culture, and technology, as well as by further elucidating the two-way dynamics between these factors and the power relations of public relations practitioners within an organization.
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描述 碩士
國立政治大學
傳播學院碩士在職專班
109941022
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109941022
資料類型 thesis
dc.contributor.advisor 鄭怡卉zh_TW
dc.contributor.advisor Cheng, I-Hueien_US
dc.contributor.author (Authors) 何其慧zh_TW
dc.contributor.author (Authors) Ho, Chi-Huien_US
dc.creator (作者) 何其慧zh_TW
dc.creator (作者) Ho, Chi-Huien_US
dc.date (日期) 2022en_US
dc.date.accessioned 2-Dec-2022 15:26:11 (UTC+8)-
dc.date.available 2-Dec-2022 15:26:11 (UTC+8)-
dc.date.issued (上傳時間) 2-Dec-2022 15:26:11 (UTC+8)-
dc.identifier (Other Identifiers) G0109941022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142679-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院碩士在職專班zh_TW
dc.description (描述) 109941022zh_TW
dc.description.abstract (摘要) 社群媒體逐漸成為企業組織對外溝通的平台之一，也為企業公關工作與其在組織中所扮演的角色等議題，帶出新的挑戰與探討的空間。本研究透過組織權力關係（Power Relations）的理論角度，探討企業公關在不同的社群媒體管理模式中，被組織所賦予的職能與影響力。

本研究訪談了19位現職企業公關實務工作者，發現社群媒體管理促使企業公關增加工作時間與跨部門溝通頻率，職能邁向全方位的策略溝通工作；但隨著組織的編制不同，企業公關中所擔負的角色與功能有所差異。部分企業公關在社群媒體管理的影響程度，與其企業對社群媒體定位，以及組織權力關係，呈現雙向的正面關聯性；但亦有高度獨立的企業公關，不參與社群媒體管理工作，但在網路危機溝通時扮演重要的角色，於組織內保有高度的地位與權力關係。

根據研究結果，本研究建議企業公關實務人員可擴展專業範疇，並透過提升在組織中的權力關係，以高階策略性的顧問角色，協助企業整合傳統媒體與社群新媒體的傳播工作，建立內外一致的企業形象與樹立企業的聲望。學理上，本研究亦建議未來學者可進一步延伸討論組織、產業、文化與科技因素，對於公關人員之職能角色與權力關係的影響，以及這些因素之間可能的雙向互動樣貌。		zh_TW
dc.description.abstract (摘要) Social media has become one of the main platforms for business communication, which lends additional importance to the role of corporate public relations in organizations. This study employs a theoretical perspective of power relations in public relations research to explore the functions and influence of corporate public relations practitioners in different models of social media management.

A total of 19 corporate public relations professionals were interviewed for this study. It was found that the advent of social media increased the working time and cross-departmental communication frequency for corporate public relations practitioners as well as increasing their involvement in the development of comprehensive communications strategies. Another finding was that the roles and functions of corporate public relations may vary based on the establishment of social media management in the organization. In part, the degree of influence exerted by corporate public relations in social media management is characterized by a positive two-way dynamic pattern that is a function of power relations in the organization and corporate orientation towards social media. On the other hand, there are also highly independent corporate public relations practitioners not involved in social media management who hold high status and strong power relations in the organization, playing a pivotal role in solving social media crises.

Based on these findings, it is recommended that corporate public relations practitioners broaden their scope of expertise and integrate corporate communications across traditional channels and social media. By assuming a role as a high-level strategic counselor with strong power relations in the organization, public relations practitioners can add value to a corporation by establishing a corporate image that is internally and externally consistent, ultimately building the corporation’s reputation. Future studies can theoretically expand the existing propositions of power relations research. The current study may be extended by considering additional factors with regards to organization, industry, culture, and technology, as well as by further elucidating the two-way dynamics between these factors and the power relations of public relations practitioners within an organization.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 7
第二章 文獻探討 8
第一節 企業公關的角色與職務內容 8
第二節 社群媒體與公共關係 12
第三節 公共關係人員與組織間之權力關係 22
第三章 研究方法 32
第一節 訪談對象 33
第二節 研究訪談 37
第四章 研究結果 39
第一節 企業之社群媒體管理實務概況 39
第二節 企業經營社群媒體對企業公關工作與職能產生質變 46
第三節 企業公關在組織經營社群媒體中所扮演的角色 49
第四節 企業公關的組織權力關係與其於社群媒體管理角色間之關聯性 55
第五節 社群媒體崛起對企業公關的衝擊與挑戰 62
第五章 結論與建議 66
第一節 研究結果與討論 66
第二節 研究貢獻與未來研究建議 79
參考文獻 82
附錄1 93		zh_TW
dc.format.extent 794377 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109941022en_US
dc.subject (關鍵詞) 公共關係zh_TW
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 企業公關zh_TW
dc.subject (關鍵詞) 權力關係zh_TW
dc.subject (關鍵詞) Public relationsen_US
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Corporate PRen_US
dc.subject (關鍵詞) Power relationsen_US
dc.title (題名) 社群媒體管理與企業公關之組織權力關係zh_TW
dc.title (題名) Social Media Management and the Power Relations of Corporate Public Relations in Organizationsen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202201706en_US