公關是一種溝通的管理，主要是擔任組織與公眾間的溝通管理工作，因此若能將企業溝通導入組織策略管理之中，透過一致的訊息和溝通策略，增進內外部利益關係人和企業的互信和瞭解，將能提升組織整體形象和聲譽。Grunig and Hunt (1984)指出公共關係是一種管理功能，即組織與大眾間的管理，主要在評估公眾的態度，使個人或機構政策與程序合乎群眾利益，並在規劃及執行其行動計畫下，達成爭取群眾了解與接納的目的。 公關領域若再遇上了直銷，就更凸顯了關鍵利害關係人的重要。許多公關人員面對直銷產業時，由於不熟悉此產業特性，因此往往使用過往慣用的消費產業思維來處理直銷產業的公關工作，結果發現過往的以終端消費者為主要溝通對象的各種實戰策略或者經驗，其實都使不上力；或者說面臨直銷企業客戶的種種質疑與挑戰。而這困惑就來自於，直銷業的公關溝通對象到底是誰？是終端的使用產品消費者呢？還是直銷商呢？那麼直銷商到底算是內部溝通的對象呢？還是外部溝通對象？公關工作到底對於一家直銷企業的直銷商而言，又扮演了甚麼角色？ 本論文透過文獻的研究、資料收集及整理，加上如新公司品牌調查研究數據，用具體實行五年的大中華個案來說明策略性公關管理在品牌傳播上所扮演的推波助瀾功效，如何運用事件行銷來對主要利害關係對象溝通以協助組織達成目標。 透過此論文希望能拋磚引玉，讓更多人能了解此行業，不再以刻板印象來評斷，直銷公司就跟所有其他行業的公司一樣，差別僅在通路，通路(人)就決定了直銷公司的所有起心動念。本人有幸進入如新公司工作，在一個保守謹慎的公司歷練，希望透過此論文的整理與分析，讓公關與直銷相互激盪創意無限。 / “Public Relations make organizations more effective by developing relations with stakeholders in the internal or external environment that constrain or enhance the ability of an organization to accomplish its mission.” (STRATEGIC MANAGEMENT, PUBLICS AND ISSUES, Grunig and Repper, 1984) In other words, “Everything done must be aligned with corporate vision or mission.” Actually corporate mission is the company’s reason for being. Strategic Management of PR (Grunig, J. E., & Repper, F. C. , 1992) set up 4 stages to define it, which are stakeholder, public, issue, PR/ communication programs and plans. In short, we have to identify whom to influence, what kind of messages to deliver, how to do, and evaluation. I work in NU SKIN since 1993 and before that I was a journalist. In fact, both roles are totally different. As a journalist, I have to dig out the truth and always need to deal with PR team. However, when I become a PR person, I have to face media to fulfil both media’s needs and company’s expectations. Especially I am in Direct Selling industry which is born with sin. The unique business model is easily manipulated by pyramid scheme illegal companies. That is the reason why Direct Selling companies put lots of efforts on image building. Public Relations in Direct Selling industry has to deal with government, media, general public to create a healthy business environment. And for internal communication, it also needs to provide education, training and motivation programs to distributors who are the most productive sales force. I use NU SKIN master forum project as a case study to analyze how important the strategic PR management on brand communications. The study can provide insight value for people interesting in both PR and Direct Selling.

在台灣以服務型為導向的企業都致力於滿足客戶與顧客的需求，以求提升利潤，其中，帶給顧客滿足的重責大任幾乎都是由員工來執行；然而，近年來越來越常聽聞員工的福利與權益收到忽視甚至遭到擠壓。由此推論，一個不快樂的員工如何提供令顧客滿意的服務呢？因此，除了重視外部行銷以外，更是要強調內部行銷的落實。所謂內部行銷就是企業如何將公司及工作有效地行銷給員工，就如同將產品與服務行銷給外部顧客一般。 台灣的房仲產業競爭激烈，並強調顧客至上，而在這樣的情況下，公司仍否會重視對員工的照顧是本篇欲討論的重點。本研究以台灣本土房仲產業─信義房屋為研究對象，旨在探討其內部行銷作為與員工的心理擁有感表現。信義房屋目前為全台規模最大的房仲公司，創辦人周俊吉先生除了強調提供給顧客最優質的服務以外，也重視公司的永續經營與發展。此外，信義房屋是唯一一家上市的房仲公司並且連續被天下雜誌評選為天下企業公民。本研究採用半結構式深度訪談去發現公司的內部行銷作為，並進一步探究公司內部員工對公司本身以及信義房屋品牌的心理擁有感表現。 / Service-oriented companies mostly focus on carrying out external marketing which aims to provide best services to external customers. Traditionally speaking, this way seems to ensure higher revenue for companies. However, they are inclined to overlook the importance of employees who are reckoned as internal customers when applied to internal marketing. Nowadays, it is argued that focusing only on external customers would not ensure prosperity of the company. The application of internal marketing, clearly the opposite concept of external marketing, aims to sell the jobs and the company to its employees. More and more companies, especially service-oriented ones, acknowledge that the firm itself is supposed to bring satisfaction to its internal customers in accord with organizational objective before delivering satisfaction to external customers since most financial transactions occur between employees and customers. Specifically speaking, behaviors of employees have direct influences on customers and their ensuing consuming perceptions. In this regard, service firms should put much more emphasis on application of internal marketing. This study chooses Sinyi Realty as the research target in an attempt to explore its practices of internal marketing and ensuing performances of employee psychological ownership. Realty companies in Taiwan intensively compete with each other and thus put more emphasis on external customers. As for Sinyi Realty, a locally-developed and large-scale realty company, its founder and chairman Mr. Chou, Chun-Chi not only focuses on providing best services, but emphasizes sustainable management which is different from making fast money addressed by other realty companies. Besides, it is worth mentioning that it is the only listed realty company in Taiwan and has been awarded by Excellence in Corporate Social Responsibility many times. In this regard, this study adopts semi-structured in-depth interview to discover the real situation of internal marketing within the company. Most importantly, this study aims to explore performances of psychological ownership toward the company and the corporate brand among employees of Sinyi Realty. In fact, it follows two questions which are “how much do you feel the company is yours?” and “to what extent do you view the corporate brand as part of extended-self?” According to the case analysis, application of internal marketing found in Sinyi Realty exerts huge influences on employee psychological ownership, and also the impact of other critical factors cannot be underestimated. Based on the facts and discussion above, there are 8 derivative propositions in total that explicitly explain the relationships between internal marketing and psychological ownership; and other 3 propositions also manifest their close relations with psychological ownership for the organization and the corporate brand. Though these 11 derivative propositions are not discreetly examined by quantitative research method, they indeed present a general situation of Sinyi Realty and provide different research aspects for future study. At last, 4 managerial implications are proposed in expectation of enhancing the degree of psychological ownership among employees of Sinyi Realty by means of improved application of internal marketing.