本研究試圖從Dervin提出的意義建構理論(sense-making theory)出發，瞭解報業組織企畫人員在面對不確定狀態下如何選擇資訊，彌補知識差距以完成其策略。 研究人員訪談四名企畫人員以瞭解其資訊尋求行為，結果發現影響報業組織企畫資訊尋求行為的外在情境因素包括：社會經濟、政府政策、文化創意產業、媒體多角化經營、公司資源與制度、以及合作廠商資源。報業組織企畫人員資訊尋求的過程包括：定義問題、選擇詢問對象、執行查詢、評估資訊、確認資訊等因素。此外，個人的知識經驗、社會智能、技術能力都是影響報業媒體企畫人員資訊尋求。 「新聞倫理」則是影響報業組織企畫人員蒐集資訊的特殊因素。 / The present research focuses on how professionals planners seeking information in media planning process.The sence-making theory were employed to observer the case. Four planner were interviewed in the study obtained the situation context conclusions:social economy、government policy、culture creativity industry、media multi-administration、corporate institute & resource and collaboration corporate resource. The information seeking process include: define meaning of question、choose inquire object、do inquire、assessment of information、certification unformation.Also，individual experience of knowledge、social intellectuality、skill ability could affect information seeking of press organization planner. 「News ethics」were specific fact affecting information seeking of press organization planner.