台灣地區的公共關係學界相當缺乏效果研究之文獻，故本研究嘗試以實驗法進行危機溝通之效果研究。本研究採2(組織表現歷史的正/負)X 2(和解/防衛策略)X 2(回應的一致/不一致)三因子受試者間設計。研究發現，組織表現歷史的正/負，在組織遭遇危機時對於，組織聲譽會有很大的影響，擁有越正面的組織表現，則組織越易修復形象；另外，當組織分為兩階段回應時，第二階段的回應策略，將對組織聲譽產生較大的影響；回應的一致性之主效果在本研究中則為產生顯著影響。 除了三自變項的主效果外，本研究亦探討變項間之交互作用，研究發現組織表現歷史將調節第一階段的和解/防衛策略對組織聲譽的影響，此外，組織表現歷史也會調節回應一致性效果對於組織聲譽的影響。

公共關係的推展，是近年來流行趨勢。無論政府或企業團體，在進行本身施政作為或推動工作效能之餘，也要注重對內部的溝通，以及對外相關單位的交流。就對外部分，以政府機關而言，主要面對民眾和媒體；以企業團體來說，主要方向是產品或勞務能取得消費者認同，以及企業形象的建立。 因此，為了要提高自身能見度，積極建立正面形象，同時避免不良的事件造成負面影響，公共關係的推展成為各單位的重要工作。而媒體關係是所有機構，尤其是政府單位所要致力經營的工作，因為政府施政計劃和運作，本來就是媒體報導的新聞素材，也是人民所關心的議題。傳播媒介在社會變遷的過程中，扮演的是營造者、反映者的角色，政府應建立一個良好的溝通管道，透過媒體向民眾解釋政策，建立彼此的共識和互信，以達互利的效果。 近年中央政府人事精實案，警力將縮減。除了編制和員額精簡外，警政署亦著重人力素質的提昇。刑事警察局自身訓練和偵防器材精進各方面要求固然重視，對外的公共關係，尤其是媒體關係也要持續努力。刑事警察局公共關係室是刑事警察新聞發佈的最高機構。現有的運作模式似已將警政的新聞工作導入具體化、規格化的軌導，因此本研究即針對刑事警察局公共關係室的運作及其媒體關係的各項作法，進行初探性研究，試圖了解刑事警察局這個性質迥異於其他政府機構，更不同於民間企業的單位，其發言人制度特別之處，以利後續研究者參考。

本論文主要在研究1995年立法委員選舉三黨競選文宣之異同，並根據James Grunig與Todd Hunt所建構的公關四模式，探討三黨文宣內容與表現手法，在公關四模式所呈現的面向；同時，也就一般文宣所探討的主題、政見內容、廣告設計、政治符號、語言使用、電視文宣長度等等，分析三黨間差異。 　　James Grunig與Todd Hunt認為，現代公共關係的運作可用四個公關模式囊括，此四個模式為：報業宣傳模式、公共資訊模式、雙向不對等溝通模式與雙向對等溝通模式。 　　本論文採用內容分析法，分析1995年三黨的報紙廣告、電視文宣與新聞稿。 　　研究結果發現： 　　一、三黨在不同媒體上使用不同的Grunig Model。國民黨文宣較常使用的為報業宣傳模式，新黨使用較多的為公共資訊模式，民進黨多為雙向溝通模式。 　　二、Grunig模式不同，競選文宣表現策略、文宣訴求、廣告設計因素、標題與文案可讀性、電視文宣語言使用、長度不同，報紙廣告政治符號並無差異。 　　三、三黨競選文宣在不同媒體上，表現策略、文宣訴求、報紙廣告設計、廣告刊登媒體、日期、版面、面積、電視文宣語言、新聞稿發表日期與數量皆不相同；報紙廣告政治符號、廣告標題、文案可讀性、電視文宣長度差異不大。 　　四、1995年立委選舉三黨競選文宣以攻擊對手為主，其次為塑造形象與塑請支持。政見內容集中在政府人事、政策與政績，政治結構與政治社群的議題很少被提及，可見台灣民主政治的共識極高。

房地產堪稱人們一生中最重大的交易商品，很多人投入畢生積蓄，背負二三十年的房貸，方能一圓購屋夢，可說是關係一輩子的重大決定，在選購房屋時，更需格外慎重與小心，事先蒐集行情資訊就顯得十分重要。房仲業在台灣發展至今已有三十餘年，其產業特質也因此異於一般服務業。 本研究採深度訪談及資料分析法並用，並蒐集相關文獻，以個案公司—信義房屋、永慶房屋及住商不動產為例。除了解各房仲公司公關人員與媒體雙方在互動關係的運作方式及意見，並蒐集房仲業者發布的新聞報導加以分析討論，內容包括公關策略及新聞運作方式的差異，以及是否對新聞呈現或媒體關係造成影響，進而探討房仲業企業公關的特性、差異性，以及個案公司的媒體策略、公關危機處理等課題，從研究中建構企業公關運作的正確模式。 經過資料分析，本研究主要結論有五項，分別陳述如下： 一、房仲業倚賴公關新聞稿的程度不下於其他產業，房仲公關與記者的互動頻 率更明顯高於其他產業。 二、各大房仲業均設有「不動產企劃研究室」等單位，藉由公關把影響房市的 因素以訊息包裝方式傳遞出去。 三、記者室漸為企業近用媒體最便捷的方式。 四、記者在改寫公關稿時偏愛官方提供的數據，認為較有公信度而會保留並引 用。 五、品牌印象其實是消費者決定由哪家房仲業為其服務的重要參考，而品牌指 名度往往建立於口碑及媒體能見度。 本研究為一初探性研究，透過深度訪談及資料分析法蒐集資料，因此研究結果僅能整理出一初步的媒體策略模式。針對消費者對品牌的認知、品牌關鍵因素對消費決策的影響，以及品牌與媒體曝光率的關聯性，並未進行深入討論，是本研究深感不足之處。 本研究針對房仲公關實務及媒體策略提供了概略的分析與研究，但內容仍侷限於媒體策略的探討，例如新聞稿的撰寫、與記者的互動等。實際上企業公關的工作領域何其多，舉凡企業形象、行銷溝通、員工關係等皆是負責的範疇，媒體策略僅是其中主要的一項工作。綜合以上建議，期待未來能夠有更多相關的研究出現，讓企業公關研究更臻完備！ / Property can be the most important purchasing in one’s life. To make this dream come true, many people spend their life-long saving and carry to a 20-to-30 -year mortgage. Therefore, to collect effective information in advance is crucial to help and make a significant decision. This study employed the tactics of deep interview and data analysis. By gathering the information of 3 major Realty in Taiwan, I want to construct an applicable model of corporative PR operation for Real Estate Agencies. The cases are Sinyi Real Estate, Yungching Real Estates and HB Housing. Information regarding agencies’ PR policies, PR programs, and crisis management strategies is collected and analyzed to see how those factors affect the relationship among agencies and the media. Our study shows: 1.The dependence of PR practices is very much comparable with other sectors. The interaction between PR practitioners and reporters are even more frequent than other sectors. 2.Most agencies establish “Real Estate Research Lab” to deliver the market information with PR practices. 3.Press room is the most convenient practice for corporate to serve the needs of media. 4.Reporters are most likely to quote “Official statistics” since it’s more reliable. 5.Brand image is an important reference in the consumers’ decision-making process. Brand specification is depending the public praise and media publicity. This report is a exploratory study and thus is limited to an elementary model of media strategy. The topics regarding the brand recognition, key factors on consumers’ decision making process, and link of brand and media coverage are not discussed in this report. The result of this research provides a general analysis and study for media strategy of PR practices in Realty industry. However, it still limited to the writing of news release and the interaction with reporters. In fact, corporative PR covers far more issues, including corporative image, marketing communication, and internal relations. In the future, we hope to see more related research covering the topics of corporative PR and help us to understand more.

政治鬆綁之後的台灣社會，電視新聞逐步走向市場化，台灣電視台百家爭鳴競爭激烈，卻讓呼吸到自由空氣的媒體如今陷入生存窘境，對外部資源的依賴日益加深，掌握媒體生存資源的外部團體因此得以對媒體施展權力，介入新聞產製過程，影響或控制新聞內容。本研究旨在探討當前台灣的電視新聞面對哪些權勢消息來源，媒體與權勢消息來源如何互動，權勢消息來源如何發揮權力影響新聞產製，以及電視新聞如何因此改變工作常規與守門機制。 本研究透過參與觀察和深度訪談兩種方式，提出以下幾點研究發現： （一） 社會權力結構與系統擴大，權勢消息來源型態日趨多元，對媒體施壓手法複雜卻粗糙。 （二） 電視新聞以市場為導向，媒體主要壓力來源從過去的政治統治者轉移到握有經濟資本的廣告主，如今商業力量已大過傳統的政治控制。 （三） 強勢的權勢消息來源高高在上，使得記者難以與之互動，雙方權力失衡且缺乏「共舞」意願，「探戈」理論受到挑戰。 （四） 媒體購買公司興起，取代公關公司，成為與媒體溝通的重要角色。 （五） 媒體所有權人盤據組織內權力最高點，對媒體組織的影響力持續增強放大當中。 / Political democratization in Taiwan has brought about an era where market forces, not political factors, now dictate television journalism. As commercial competitive forces have intensified, many TV news stations in Taiwan are struggling to survive. Similarly, as TV stations have become increasingly dependent on external resources, these resources now are in a position to exert pressure on TV media by interfering with news production and content. The objectives of this thesis are to analyze: 1). the new power influencers that Taiwan’s TV news stations are facing 2). the interaction between TV media and these influencers 3). how the influencers use their power to interfere with the production of TV news 4). how the power influencers have changed both the routinized work flow of TV media and the role of TV media as gatekeeper Through first-person observations and in-depth interviews, the following research conclusions are drawn: 1. The market influencers that impact TV media have become more complicated as a result of the expansion and openness of Taiwan’s social structure and system. Moreover, the methods through which the influencers interfere with TV media are complex yet crude at the same time. 2. As market forces are now driving TV media, advertisers have replaced politicians as the primary influencer of TV media, and commercial forces now carry much more clout than political factors. 3. The “Tango Theory” faces a great challenge in TV media because of the power imbalance between TV journalists and those who wield power over them. 4. Conglomerates that acquire media companies have replaced public relations firms as the most important stakeholder in media communications. 5. The power of the “insiders” who wield the greatest influence over TV media is continuing to increase.

University of Macau / Faculty of Social Sciences and Humanities / Department of Government and Public Administration

本研究欲透過對國內中高階公關主管的深度訪談，探討初階公關人員最重要的人格特質和公關職能，企業對公關人才之選才模式，以及選才模式對公關人員實際聘用之成效。研究對象為8位公關顧問公司主管，以及4位一般企業之公關部門主管；受訪公司涵蓋知名公關集團、中小型公關公司，以及國內外上市櫃之企業。 本研究發現，主動積極與工作熱忱是初階公關人員最受重視的人格特質；而對初階公關人員幫助最大的職能為溝通能力，其次為撰寫能力，此亦呼應其工作內容需要常和媒體、客戶、第三單位進行溝通，並需撰寫大量之新聞相關文件。對於哪些人格特質可以透過工作中培養，受訪者較無共識，許多受訪者皆認為主動積極及工作熱忱都與個性有關，難以培養；而溝通能力與企劃能力等職能是受訪者認為最能從工作中培養的，但實際狀況仍視個人資質與學習態度而定。 對於初階公關人員之選才模式，大多以筆試及面試為主，筆試通常包含中英文翻譯，以及企劃書與新聞稿模擬寫作；在面試時，多數公關主管都會詢問其過去經歷，以及面對挫折的反應，藉此了解其溝通能力，以及是否具備公關職能和抗壓性。 另外，溝通能力是在受訪者公司目前選才模式下，認為新進初階公關人員較缺乏之職能，其次為企劃能力與管理能力。初階公關人員離職比例約為45%，平均任職約1.47年會異動，主要離職原因是想嘗試不同領域工作，以及壓力大或工作太多。多數受訪者都認為其公司之選才流程有需要改進的空間，並建議公關業界可採取集體面試、優先考慮大傳系畢業生、分層面試、推薦人才、實習制度…等方法。 本研究提出的建議為，1.充分告知工作內容與可能面臨之加班狀況，作為新人是否願意接受工作挑戰之考量；2.透過更詳實的評估，找出具有主動積極與工作熱忱的公關新人；3.利用情境模擬的提問，評估應徵者的溝通能力；4.發展實習制度，培養有潛質的公關人才；5. 設置專職的人力資源單位，並加強主管面試技巧的訓練。 / The present study involved a series of in-depth interviews of mid- and high-ranking public relations (PR) supervisors to identify the key personality traits and PR competencies of junior PR personnel, the recruitment models enterprises utilize to employ PR staff, and the effectiveness of these recruitment models in resulting in permanent productive employment. The participants in the study comprised eight supervisors serving at PR consultancy firms and four supervisors of PR departments in various enterprises. Interviewed companies included well-known PR groups, small and medium PR agencies, and listed domestic and international companies. The findings of the study indicated that “initiative” and “enthusiasm” were the personality traits of junior PR personnel that the interviewees most favored during the recruitment process. The study also found that the PR competency of junior PR personnel that the interviewees regarded as the most beneficial was “communication ability,” followed by “writing skill.” Both of these competencies are heavily employed in PR tasks, where personnel are often required to communicate with the media, clients, or third parties, and draft large numbers of news-related documents. However, the interviewees expressed diverse opinions regarding which personality traits can be developed in the workplace. Several of them argued that because traits such as “initiative” and “enthusiasm” are personality-related, they are difficult to cultivate. By contrast, a majority of the interviewees considered “communication ability” and “planning ability” as the PR competencies that personnel could most easily improve in the workplace, noting nevertheless that the magnitude of development typically depends on an individual’s intelligence, motivation, and attitude for learning. Regarding recruitment models used to bring in junior PR personnel, the study found that a majority of the enterprises employ written tests and interviews. Typically, the written tests seek to assess the candidate’s skill in Chinese/English translation, proposal, and press release writing. During interviews, interviewers typically endeavor to determine a candidate’s communication ability, whether they possess experience in PR competencies, and their degree of resistance to pressure. The study showed that interviewers try to achieve this by asking candidates to provide their past experiences and by observing their response to failure. In addition, the participating companies, when they used their current recruitment models, considered “communication ability” to be the competency most lacking in newly-employed junior PR personnel, followed by “planning ability” and “management ability.” The resignation ratio for junior PR personnel was approximately 45%, with personnel changes occurring after an average of 1.47 years of employment. The primary reason for resignation was “trying different areas of work,” followed by “too much pressure,” or “too much work.” A majority of participants conceded that the current recruitment procedures employed by their companies needed to be improved. To effect improvements, they suggested that the PR industry could attempt collective interviews, emphasize recruiting graduates with mass communication degrees, employ cross functional team interviews, consider recommendations, and adopt internship systems. The study proposed the following: (1) Provide candidates with sufficient information about work content and potential overtime conditions, so that they can use this as a reference when determining whether they are able to accept the work challenges; (2) Identify active and enthusiastic candidates through comprehensive and detailed analyses; (3) Evaluate candidates’ communication ability by asking questions involving situational simulations; (4) Develop internship systems to cultivate potential PR talent; and (5) Establish a dedicated human resources unit and offer training to supervisors to strengthen their interview skills.

University of Macau / Faculty of Social Sciences. / Department of Government and Public Administration