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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53697


    Title: 公共關係之傳播策略、關係策略及多元效果整合性模式研究
    Other Titles: Communication Strategy, Relationship Strategy and Measurement in Public Relations Multi-Index---A Comparative Study on American and Taiwan Public Relations Practitioners
    Authors: 黃懿慧
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 公共關係;傳播策略
    傳播策略;關係策略;多元效果;整合性模式;Communication Strategy;relationship strategy;integrated multiple effects model
    Date: 2007
    Issue Date: 2012-10-18 09:20:00 (UTC+8)
    Abstract: 本計劃旨於針對公共關係作之傳播策略、關係策略，以及多元效果進行關聯性探討。與一般研究取向最大不同之處是：本計劃的研究旨趣不在複證或檢驗西方既有的理論或量表，相反地，本研究係以在地研究發現所發展的量表、理論架構及模式為基礎，針對西方公共關係從業人員進行問卷調查，嘗試走出本地範疇，進入跨國領域，發展跨文化論述。本研究共蒐集「國際公共關係協會」與「美國公關學會」會員共六百餘份問卷。研究結果初步顯示，「關係品質測量量表」、「公共關係策略量表」、「公共關係效益整合模式」的因素結構如研究預期。結果顯示，三個量表對於西方國家受訪者的適用性與解釋力皆宜，量表對於實證資料之模式契合度亦佳；此外，本研究所提出的研究假設也大致獲得支持。The purpose of this project is to explore the relationships between and among communications strategy, relationship strategy, and their multiple effects in a public relations context. The project differs from most other researches in that it does not aim to verify or examine existing Western theories or scales. On the contrary, it is designed, from an indigenous perspective, to apply relevant measures to Western public relations practitioners. This study has successfully recruited more than 600 questionnaires from public relations practitioners affiliated with the International Public Relations Association (IPRA) and Public Relations Society of America (PRSA). The initial results indicate that the factors found in the Organization-Public Relationship Assessment (OPRA), Public Relations Strategy Assessment (PRSA), and the Integrated Assessment Model of Public Relations Effectiveness are reliable and valid. Furthermore, the majority of the research hypotheses have been supported.
    Relation: 基礎研究
    學術補助
    研究期間:9608~ 9707
    研究經費:906仟元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

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