| Summary: | 碩士 === 國立暨南國際大學 === 非營利組織經營管理碩士學位學程在職專班 === 108 === Taiwan's non-profit organizations have sprung up after the stagnation, and regional social welfare groups are about 3.29 times more than national social groups. With the growth of non-profit organizations, resources competition and resource resources are generated under limited social resources. In the case of crowding out, non-profit organizations must adopt relevant public relations marketing strategies to increase the visibility of the organization in order to obtain resources. Small and medium-sized social welfare organizations need to develop public relations strategies in a large-scale social environment.
This research method is mainly used to explore the public relations strategy of small and medium-sized social welfare institutions in the Women's Alliance of the Gypsophila Women's Group. The results of this study provide specific suggestions for the development of public relations as a small and medium-sized social welfare institution. And strengthen the organization's emphasis on the development of public relations management, so that the organization can continue to develop.
The conclusion of this study: In the process of organizational development, small and medium-sized social welfare institutions in the Gypsophila Women's Group Alliance have a certain degree of importance to the organization. The most commonly used public relations orientation is "advocacy" and " Public information, "image/prestige management", and "relationship management", and joining the Gypsophila Women's Group Alliance to bring benefits, sharing, and issues to the small and medium-sized social welfare organizations, but also face restrictions. Finally, specific recommendations are made for small and medium-sized social welfare agencies, the Gypsophila Women's Group Alliance, and academics.
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