Research on the Journalists’Evaluation regarding the Presidential Office’s Communication Mechanism during Crisis

• Main Authors: Chih-Cheng Liao, 廖志成
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/rf5q9g

碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 95 === 　Government plays a leading role in crisis management. Since Taiwan’s president was elected through popular vote in 1996, the performances of its presidential office have become the focus of people’s attention. But what have been its communication strategies in facing crisis? What effectiveness has been achieved? How has it turned crises into opportunities? All these are important issues worth studying. 　The purposes of this research are: (1) To understand the effectiveness of the Presidential Office’s strategies in crisis management. (2) To understand whether or not journalists with different backgrounds would make different evaluations regarding the Presidential Office’s communication strategies during crisis. (3) To understand whether not different communication strategies should be adopted for more effectively dealing with journalists with different backgrounds. (4) To offer suggestions to other government agencies for reference in taking communication strategies during crisis. 　In terms of methodologies, both questionnaire surveys and in-depth interviews have been conducted so as to ensure the quality as well as quantity of research results. Questionnaires had been sent to local journalists and Taipei-based foreign correspondents who are covering news regarding the Presidential Office. A total of 204 copies had been sent out while 108 were returned, with a recovery rate of 52.9%. Further analyses had been made based on their answers, while in-depth interviews had been conducted to policy-making officials in the Presidential Office as well as to senior local and foreign journalists, in order to give the research results more meaningful insight. 　After various analyses, the research results can be summarized as follows: 　(1) Based on related documents and information, this research brings forth four dimensions and several measurements for assessing the Presidential Office’s in-crisis communication strategies. After gathering concrete evidences as well as conducting credibility & effectiveness analyses, the research results prove to be creditable and effective. The four major dimensions are: crisis management task force, in-crisis communication and response, organization strategic alliance, and review and reform. 　(2) Most local and foreign journalists who cover Presidential Office-related news tend to agree that “ When a crisis occurs, the Presidential Office usually immediately finds out the causes, sets up a task force or convene meetings to discuss possible ways of reaction, and appoints a specific spokesman to explain or clarify, seeks the support of high-level government and ruling party officials and of friendly people, and makes record of the measures taken.” 　(3) Most local and foreign journalists who cover Presidential Office-related news tend to disagree that “When a crisis occurs, the Presidential Office usually makes public the facts promptly, unifies the statements made by both the government and the ruling party, reacts properly based on public opinion, and subsequently makes reviews and reforms.” 　(4) When asked that: “When a crisis occurs, does the Presidential Office usually appoint a specific spokesman to explain or clarify?” and “When a crisis occurs, does the Presidential Office usually make public the facts promptly?” the foreign corresponds who give affirmative answers outnumber local journalists who say yes.