論文摘要
本研究旨於探討國內五百大企業危機溝通管理概況，透過問卷調方式，針對台灣五百大企業公關業務負責人進行實證調查，並將危機溝通管理過程分為預防與準備階段以及回應階段，分從議題管理、關係管理、溝通機制設立、形象修復策略使用、選取形象修復策略之考量因素、形象修復策略息之傳遞形式、以及公關從業人員溝通自主性等面向，探討國內五百大企業危機溝通管理概況。
研究結果顯示，就危機溝通預防與準備階段的議題管理而言，國內五百大企業負責公關業務的部門，有高達九成以上平時有蒐集組織或產業的相關議題或報導資訊。另外，有近八成比例的企業有專人負責執行議題偵測任務，主要利用平面媒體（報紙、專業期刊或一般期刊雜誌）作為議題偵測的來源管道。其次，就關係管理面向而言，國內五百大企業最重視的利益關係人為「顧客」，其次為「政府主管單位」與「投資者」。企業公關業務負責人，大多表示組織與利益關係人間的關係良好。在溝通機制設立上，國內五百大企業有近六成比例設有書面或具備成文的危機管理政策，另有近七成比例設有危機管理小組的溝通機制，小組成員多由組織中各部門所組成，公關業務負責人也多半身任危機管理小組成員。在設有危機管理小組機制的企業中，有近七成比例設立可供危機管理小組運作的危機管理中心，以及多數在平時握有一份最新媒體名單。
研究結果亦發現，國內五百大企業有近九成五比例設有媒體發言人，配置以1位媒體發言人為主，其中主要以公關業務負責人或執行總裁擔任。整體而言，國內五百大企業的媒體發言人，有近五成比例曾受過媒體應對之訓練。
在危機溝通回應階段方面，研究結果指出，國內五百大企業不論面對天然災害、惡意破壞、科技型、消費者使用不當、管理失當或價值扭曲等不同危機類型，較常採用「提供資訊」與「哀兵策略」等形象修復策略。另外，「建構新議題」、「承認/道歉」、「逃避責任」與「否認」策略，是企業面對危機事件時較不常使用的策略。研究結果顯示，相較於由外在環境所引發的危機類型，企業在面對由組織內部所引發的危機類型時，傾向採取「進行修正行動」、「形式上致意」、與「承認/道歉」等形象修復策略。
另外，在選取形象修復策略之考量因素方面，研究結果顯示，公關業務負責人大多同意Coombs（1995）所提的四個考量因素：危機類型、危機損害程度、證據真實度、組織過去表現。換言之，此四因素是影響企業在實際危機事件中，決定選取何種形象修復策略的重要考量因素。有關形象修復策略訊息之傳遞形式上，國內五百大企業多能達成「一致性」、「易得性」等訊息傳遞形式要求。不過，相較於組織在「一致性」與「易得性」等訊息傳遞形式上的表現，企業在訊息傳遞形式中有關「迅速性」的實際表現則屬較弱一環。最後，就公關從業人員溝通自主性而言，國內五百大企業公關業務負責人，多半具有溝通自主性，其與組織內部的法務人員在危機溝通回應階段的互動概況良好。
本研究進一步觀察企業特性與危機溝通管理的關聯性，發現企業的營收排名、員工人數、有無獨立關部門等特性，與組織危機溝通管理預防與準備之關聯。研究結果顯示，營收排名愈前、員工人數愈多的大型企業，不論是對議題偵測的重視程度、或對危機溝通機制設立，都顯示較高比例的重視情形。再者，設有獨立公關部門的企業，在以下面向上也呈現高度成效：1)提昇與其最重視利益關係人的關係管理，2)形象修復策略訊息傳遞形式的表現，顯示公關專業的確有助於提升企業危機溝通管理成效。 / none / 目錄
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究的重要性 3
第二章 文獻探討 9
第一節 危機溝通管理的意義與重要性 9
第二節 危機溝通的預防與準備 15
第三節 危機溝通的回應 29
第四節 企業特性與危機溝通管理的可能關聯性 51
第五節 研究架構與研究問題 53
第三章 研究方法 58
第一節 研究對象 58
第二節 測量工具與測量變項 58
第三節 施測程序 66
第四章 資料分析與研究發現 69
第一節 樣本基本資料 69
第二節 組織在危機溝通預防與準備階段的管理概況 74
第三節 組織在危機溝通回應階段的管理概況 88
第四節 企業特性與危機溝通管理的關聯性 99
第五章 結論 112
第一節 研究發現 112
第二節 研究限制與建議 119
參考文獻 123
附錄 131
| Identifer | oai:union.ndltd.org:TW/090SHU05376002 |
| Date | January 1990 |
| Creators | 蘇世欣, Shyh Shin Su |
| Contributors | 黃懿慧, Huang Yi Hui |
| Publisher | 世新大學, 傳播研究所(含博士班) |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | 中文 |
| Detected Language | Unknown |
| Type | 碩士 |
| Format | 137 |
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