A Study of Performing Arts Agencies' Public Relations Strategies to the Media

• Main Authors: YI-CHEN CHUNG, 鍾易真
• Other Authors: 胡光夏
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/19720293431675757484

碩士 === 國立臺灣師範大學 === 大眾傳播研究所 === 98 === This research compares and contrasts how media and regular performing arts agencies employ public relations strategies to the media while promoting performing arts programs. The researcher discusses the backgrounds, resources, and public relations strategies to the media used by the two kinds of agencies, by studying into two cases: Cirque du Soleil promoted by United Daily News Group and Phantom of the Opera promoted by Kham. After presenting the distinction of different public relations strategies to the media between the two cases, the researcher provides theoretical and practical suggestions. Literary reviews of performing arts agency, public relations and performing arts, and public relations planning are discussed in the passage. And methods of secondary data analysis and in-depth interview are used in this research. This research comes to five conclusions. 1. Media and regular performing arts agencies are distinct in terms of backgrounds and resources. 2. In the two cases of this study, media and regular performing arts agencies have similar target audience and program position, but different public relations goals. 3. Media and regular performing arts agencies decide their public relations medium strategies to the media according to their degree of integration to the media. 4. Media and regular performing arts agencies choose public relations message strategies that can promote significance, commonweal, and proximity of the message to the media. 5. Media and regular performing arts agencies decide their public relations message strategies to the media according to their cultural capital and their degree of integration to the media.