Academic Journal
公共關係溝通策略研究：以「無名小站」個案為例 ; The Public Relation Strategy of the Website Operator: `Wretch` as an Example
| العنوان: | 公共關係溝通策略研究：以「無名小站」個案為例 ; The Public Relation Strategy of the Website Operator: `Wretch` as an Example |
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| المؤلفون: | 吳雅樂, 陳慧汶, 呂妮霖 |
| سنة النشر: | 2008 |
| المجموعة: | National Chengchi University Institutional Repository (NCCUIR) |
| مصطلحات موضوعية: | 無名小站, 溝通策略, 對話迴路, 公共關係四模式, 網路公關, Communication strategies, Dialogic loop, Four models of public relations, The internet public relations, Wretch |
| الوصف: | 本研究以無名小站的發展歷程為例，探討網站經營者的公共關係策略。本文從公共關係中的溝通策略出發，進行個案研討與分析。透過網站、新聞報導之內容分析與網站經營者的深度訪談，分析「無名小站」的公共關係運作模式及其效應。研究結果顯示，「無名小站」尚未完全體現網路的雙向溝通效能，網路經營者在對話空間裡仍屬於權力位階較高者，在對話迴路的完善度方面仍有改善空間。此外，「無名小站」尚未充分發展出完整的公關策略，屬於被動回應導向的溝通模式。這顯示了科技業與公關業仍存在很大的認知分歧，未來應設置公關專責人員，以提升該企業與利益關係人之溝通品質。 ; The purpose of this study is to access the effectiveness of the public relations strategies implemented by the Internet service company `Wretch.` Adopting theories of public relations and the Internet communication, the present study provides an in-depth analysis of Wretch`s communication strategies. Based on the interviews and content analysis of media coverage, the study finds that the dialogic loop on the Internet does not work effectively because `Wretch` does not adopt an ideal Internet PR strategy proposed by scholars. As a newly-found Internet service company, `Wretch` fails to take the advantage of the Internet communication, and its PR strategies are passive when facing controversies. The research suggests that `Wretch` employs full-time PR professionals to assure the quality of the relationship with stakeholders |
| نوع الوثيقة: | article in journal/newspaper |
| وصف الملف: | 532518 bytes; application/pdf |
| اللغة: | unknown |
| Relation: | 廣告學研究, 29, 81-118; https://nccur.lib.nccu.edu.tw//handle/140.119/104859; https://nccur.lib.nccu.edu.tw/bitstream/140.119/104859/1/29-4(p.81-119).pdf |
| الاتاحة: | https://nccur.lib.nccu.edu.tw//handle/140.119/104859 https://nccur.lib.nccu.edu.tw/bitstream/140.119/104859/1/29-4(p.81-119).pdf |
| رقم الانضمام: | edsbas.DEC04B25 |
| قاعدة البيانات: | BASE |
| الوصف غير متاح. |