頁籤選單縮合
題名 | 建構及評估公眾利益導向之公關策略對公關效能的影響=Constructing and Evaluating the Impact of Public Interest Oriented Public Relations Strategies on Public Relations Effectiveness |
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作者 | 劉正道; Liu, Cheng-tao; |
期刊 | 傳播研究與實踐 |
出版日期 | 20130100 |
卷期 | 3:1 2013.01[民102.01] |
頁次 | 頁117-140 |
分類號 | 497.6 |
語文 | chi |
關鍵詞 | 公眾利益; 公關策略; 公關效能; Public interest; Public relations strategy; Public relations effectiveness; |
中文摘要 | 本研究之目的為建構公眾利益導向之公關策略,並檢視其對公關效能的影響。經由問卷調查臺灣南部某私立科技大學內便利商店的600位學生消費者,顯示擬訂公眾利益導向之公關策略時,可以採用「企業公民」及「永續性」的說法、「消費者參與」及「對等互動」的做法,以及「公正性」及「當責」的態度。然而,就其對公關效能的重要性或影響力而言,則應依序考量:強調「企業公民」及「永續性」的說法、抱持「公正性」的態度、採取「對等互動」的做法、展現「當責」的態度。 |
英文摘要 | This study aims to construct and evaluate the impact of public interest oriented public relations strategies on public relations effectiveness. 600 customers at a convenience store located in a private technological university in southern Taiwan were surveyed. The results showed that the construction of public interest oriented public relations strategies can consider factors of corporate citizenship, sustainability, consumer participation, symmetrical interaction, fairness and accountability. Besides, the results also indicated that factors can have impacts on public relations effectiveness were corporate citizenship, sustainability, fairness, symmetrical interaction, and accountability. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。