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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103107
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/103107


    Title: 公關策略:定義與範疇
    Other Titles: Public Relations Strategies: Definitions and Categories
    Authors: 汪睿祥;姚惠忠
    Wang, Rui-Xiang;Yao, Hui-Chung
    Keywords: 公關策略;公關理論;目標-情境-策略
    objective-situation-strategy;publicrelationsstrategies;publicrelationstheory
    Date: 2010-07
    Issue Date: 2016-10-20 16:17:22 (UTC+8)
    Abstract: 「公關策略」迄今缺乏共同的討論架構,本文檢討文獻,定義公關策略為「組織為因應不同情境需求,針對不同公關目標,由公關人員構思、整合資源並執行,以期達成目標的行動構想」。依「目標」與「情境」二個向度,公關策略可分為形象建立、形象修護、關係培育,關係修護四大範疇(category),各範疇各有其可行策略。組織可以依公關情境與目標,考慮組織與公眾的性質,來擇定公關策略。研究者可依不同的「組織-公眾-目標-情境」的需要,研究可行的策略選項。
    The purpose of this article is to define ”Public relations strategies” clearly. This article reviews past literatures and defines public relations strategies as ”a conception of how to pursue a specific goal under a specific situation, conceived by, integrated by, and implemented by public relations practitioners.” Public relations strategies have two dimensions: objective and situation and they can be divided into four categories. Each objective-situation has its own feasible strategies. Considering the situations, objectives, characters of an organization and its audiences, an organization can make appropriate public relations strategies decisions.
    Relation: 廣告學研究, 34, 93-114
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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