頁籤選單縮合
題 名 | 中小型地方美食業者之媒體公關核心工作--業者與記者觀點比較=The Core Practices of Small and Medium-Sized Local Fine Food Restaurants' Media Public Relations: A Matched Exploratory Study of PR Practitioners and Journalists' Perspectives |
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作 者 | 蘇登呼; | 書刊名 | 管理實務與理論研究 |
卷 期 | 8:4 2014.12[民103.12] |
頁 次 | 頁35-52 |
分類號 | 497.6 |
關鍵詞 | 地方美食; 餐飲業; 媒體公關; 中小企業; Local fine food; Restaurant industry; Media public relations; Media PR; Small and medium-sized enterprises; SMEs; |
語 文 | 中文(Chinese) |
中文摘要 | 媒體公關是企業公關的重要工作,過往研究傾向從公關人員角度探討媒體公關的核心工作,忽略同時分析記者的角度以及比較兩者觀點差異,也缺乏對特定產業及中小企業的研究。本研究以近十多年來受國內媒體關注的中小型地方美食業者為研究對象,分析比較業者與記者對媒體公關核心工作的看法,以填補過往研究缺口並提供實務管理建議。根據對12位業者相關人員以及6位記者的深度訪談分析發現,業者與記者都指出配合記者採訪流程、誠實提供資訊、以及擁有好的餐飲品質與特色的重要性,但記者另外強調主動提供資訊、培養媒體知識、舉辦行銷與公關活動、以及經營與記者的平時關係,顯示兩者觀點有明顯差異,業者應參考記者觀點改善現行作法。 |
英文摘要 | Media Public Relations (Media PR) is an important part of public relations. However, previous studies have tended to study the core practices of Media PR from the perspective of PR practitioners and ignore the perspective of journalists as well as lack a comparison of PR practitioners and journalists' perspectives. Moreover, the study of a specific industry and small and medium-sized enterprises' Media PR has been overlooked. This study aims to analyze and compare the perspectives of journalists and practitioners in charge of Media PR from small and medium-sized local fine food restaurants on the core practices of Media PR. According to the data of in-depth interviews from 12 practitioners and 6 journalists, both of practitioners and journalists indicated the importance of following the journalist's arrangement of interview, providing information to journalists honestly, and owning good products and characteristics. Unlike practitioners, however, journalists emphasized extra practices, including actively providing information to journalists, learning media knowledge, initiating marketing and PR activities, and managing regular relationship with journalists. The results showed the obvious difference between practitioners and journalists on the core practices of Media PR and the restaurants' current practices of Media PR should be improved by referring to the journalist's suggestions. |
本系統中英文摘要資訊取自各篇刊載內容。