| Summary: | 碩士 === 玄奘大學 === 資訊傳播研究所 === 93 === Abstract
This thesis aims at studying why most domestic enterprises cosign public relationship company for their activities and their relationship to the news reporters.
A case study will be used to investigate the change in environmental trend, the business operation concepts of higher level supervisors, and the effect of the interaction between the enterprise itself and the public relationship company on the public relationship operation of the enterprise, the goals of this study expected are as in the followings: 1.Find the key factor which affects the operation of public relationship most from many environmental change factors; 2.Find out the effect of the business operation concepts of the higher level supervisors on the operation of public relationship; 3.Investigate the interactive relationship of the public relationship operation between the enterprise and the public relationship company from the point of views of the enterprise itself and the public relationship company respectively; 4. Compare the difference, advantage and disadvantage between enterprise which performs the public relationship operation itself and the enterprise which consigns the public relationship operation.
In the design of experiment, open model of public relationship is used as basis, in-depth visit and talk method is adopted to form a pair comparison relationship.
A few conclusions of this study are as in the followings:
1. In the environmental trend change aspect, it mainly comes from the increase in the public knowledge-pursuing concept, therefore, “third party testimony” from the public relationship company is thus valued; besides, the booming in internet enhances the demand on public relationship, this brings new communication media and activity to the public relationship operation and is advantageous to the evaluation of focused public and public relationship performance, the chance of two way communication is also enhanced.
2. In the business operation concepts of higher level supervisor aspect, the following factors favor the operation of public relationship activities, for example, the higher the integration level of the organization, the higher the degree of authorization level of personnel in an enterprise, the higher the operation flexibility of the enterprise.
3. In the interaction between the enterprise itself and the public relationship company, the owner of the enterprise must understand the purpose of consigning to the public relationship company and provide the necessary resources to the latter so that effective communication can be conducted between the two and the current status of both can be fully understood.
4. In the operation process flow of public relationship aspect, the enterprise must have a set of its own process flow to facilitate the planning and execution. This study suggests that during the enterprise performs its public relationship operation, it should understand its own demand and possesses strategic thinking in all directions; besides, a mechanism to facilitate the public relationship company to understand the industry nature of the enterprise and the enterprise itself needs to be built up.
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