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| Title: | 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 |
| Authors: | 何其慧
Ho, Chi-Hui |
| Contributors: | 鄭怡卉
Cheng, I-Huei
何其慧
Ho, Chi-Hui |
| Keywords: | 公共關係
社群媒體
企業公關
權力關係
Public relations
Social media
Corporate PR
Power relations |
| Date: | 2022 |
| Issue Date: | 2022-12-02 15:26:11 (UTC+8) |
| Abstract: | 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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| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
109941022 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109941022 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201706 |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
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