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來源資料
頁籤選單縮合
題名 | 公關角色、組織變革與組織權力之關聯性初探=An Examination of the Role and Power of Public Relations in Organizational Change |
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作者 | 劉正道; Liu, Chengtao; |
期刊 | 中華傳播學刊 |
出版日期 | 20040600 |
卷期 | 5 2004.06[民93.06] |
頁次 | 頁73-101 |
分類號 | 497.6 |
語文 | chi |
關鍵詞 | 公關角色; 組織變革; 公關權力; Public relations roles; Organizational change; Public relations power; |
中文摘要 | 本研究從組織變革的角度與權力的觀點,重新檢視公共關仯的組織角色與功能。根據個案分析某大學公關中心在假設革情境角色扮演的結果,公關變革角色包括傳播管理者和傳播技術者,公共變革功能則包括解決不確定性和專業獨特性。公關變革功能與變革管理者角色的關聯性則遠比變革傳技術者角色為高。此外,專業獨特性的公關功能最能提昇公關的組織權力,而變革傳播技術者的角色則可能削弱公關在組織的影響力。 |
英文摘要 | From the perspectives of organizational change and power, this study reexamines the corporate roles and functions of public relations in a change situation. Based on the case study of a university’s public relations center which was confronted with a hypothetical change scenario, this article found that public relations can play the role of communication manager and communication technician and that public relations can fulfill functions such as the reduction of uncertainty and providing expertise unique to the profession of public relations. Communication managers, compared to communication technicians, were more likely to fulfill the functions of public relations. Moreover, expertise was found to be the most important factor contributing to the organizational power of public relations, whereas the role of communication technicians may reduce the organizational power of public relations in the change process. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。