公共關係與危機傳播專題
輔大大傳所碩專班/97 學年度第一學期 Class hours: Thursday 7:00-10:00 p.m.
教師:吳宜蓁(032526 @mail.fju.edu.tw ; office: 2905-3319)
Office hours: Thurs. 4: 30-7:00 pm.; Or by appointment
課程目標
公共關係是指「組織(包含政府、企業、非營利團體等)與各種公眾之間的溝通管理」,
此定義亦指出公共關係研究的重點,即組織特性、公眾特性、以及溝通管理的策略與內涵。
作為一門傳播與管理等學門的新興領域,公共關係學者應用不同領域的理論來分析與解釋 組織公關的現象,豐富了我們對公共關係的想像與對話空間。
本課程針對在職學生的工作需求而設計,從企業組織的立場省思公關的功能與運作實 務,並探討背後的理論架構。本課程將分成兩大區塊:公關與危機傳播,前者著重在透過個 案分析訓練同學觀察與設計公關企劃案的能力;後者以 before, during and after crisis 三階 段為架構,分析危機預防、危機策略及危機效果。修習完本課程,學生應具備企業形象溝 通能力及危機預防與處理之實力。
Texts & Readings
1. 陳一香 (2007),【公共關係:理論、策略與應用】。台北:雙葉書廊。
2. 吳宜蓁(2002),危機傳播 — 公共關係與語藝觀點的理論與實證 ,台北:五南。
3. Reading materials.
評分標準
1、 平時表現(出席、發言):10%
2、 Leadership:15%
每人選定一個週次主題,負責報告與領導討論。Leader 除閱讀指定資料外,尚須 準備補充資料,於課堂提出整合報告。
3、 期中小組報告:30%
任選一項已執行之公關企劃,進行活動內容與效果評析。頁數不拘。
4、 期末報告:45%
任選一課程主題進行完整實證研究,研究方法不拘,但須符合學術規格,研究
結果與討論亦需具有原創性與應用價值。頁數約20-25 頁左右。
The Framework Of The Course (暫定)
週次 日期 主題課程 與指定文獻 Leader
1 9/18 課程介紹
2 9/25 Overview of the PR Research/公關四模式 1.張依依 (2008),從「說服」到「管理」到「關係」:1975-
2006 年公共關係理論與典範演變的歷史比較分析。
2.黃懿慧(2002),台灣公共關係學與研究的探討。【台灣傳播
學的想像(下)】,443-475。.
5. 動腦雜誌公關專輯。
11. Grunig, J. E. (2006). Furnishing the Edifice: Ongoing Research on Public Relations as a Strategic Management Function. Jo urnal of
Public Relations Research , 18(2), p151-176.
12. Gower, K. K. (2006). Public relations research at the crossroads. Jo urnal of Public Relations Research , 18(2), p177- 190.
3 10/2 公關策略與企劃
4 10/9 公關媒體監測 5 10/16 公關與媒體
6. Kiousis, S., Popescu, C., & Mitrook, M. (2007). Understanding Influence on Corporate Reputation: An Examination of Public Relations Efforts, Media Coverage, Public Opinion, and Financial Performance From an Agenda-Building and Agenda- Setting Perspective. Journal of Public Relations Research, 19(2), 147-165.
7. Zhang, J., & Cameron, G. T. (2003). China’ s agenda building and image polishing in the US: Assessing an international public relations campaign. Public Relations Review, 29, 13-28.
6 10/23 Relationship Building/Mangement
15. Broom, G. M., Casey, S., & Ritchey, J. (2000), Concetp and theory of organization-public relationships. In Ledingham, J.
A. & Bruning, S. D. (2000). Public Relations as Relationship Mangement: A Relational Approach to the Study and Practice of Public Relations (pp. 3-22). NJ: LEA.
16. Valentini, C. (2007), Global versus cultural approaches in public relationship management. Journal of Communication Management, 11(2), 117-133.
7 10/30 公關 KPI index
8. Park, N., & Lee, K. (2007). Effects of online news forum on corporate reputation. Public Relations Review , 33(3), 346-348.
9. Xavier, R., Johnston, K., Patel, A., Watson, T., & Simmons, P.
(2005). Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian
perspective. Public Relations Review, 31(3), 417-424 10. Therkelsen, D. J.; Fiebich, C. L. (2001). Message to desired
action: A communication effectiveness model. Journal of Communication Management, 5(4), 374-390.
8 11/6 網路公關
19. Porter, L. V., Sweetser T., Kaye D, Chung, D., & Kim, E.
(2007), Blog power: Examining the effects of practitioner blog use on power in public relations. Public Relations Review, 33 (1), 92-95.
20.Seltzer, Trent; Mitrook, Michael A. (2007). The dialogic potential of weblogs in relationship building. Public Relations Review, 33(2), 227-229.
21. Kelleher, T., & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes. Journal of Computer-Mediated Communication, 11, 395-414.
9 11/13 Guest speech 10 11/20 期中報告
11 11/27 危機與危機階段論述 (Ch. 1-2) 12 12/4 危機傳播取向(Ch. 3-5)
13 12/11 危機語藝取向(Ch. 6-8)
14 12/18 危機傳播實務 15 12/25 Christmas 放假
16 1/1 元旦放假
17 1/8 期末提報
18 1/15 期末提報
Note: 實際進度與內容於第一次上課與學生討論後,將做適度調整。
Further R eadings:
一般理論
孫秀蕙(1997),公共關係︰理論、策略與研究實例。台北︰正中書局。
黃懿慧(2001),90 年代台灣公共關係研究之探討─版圖發展、變化與趨勢。【新聞學
研究】,67 期。
公關語藝
秦琍琍(2000),企業論述與公共關係--從語藝的觀點出發。廣告學研究,第 15 期,
頁 27-48。
Ulmer, R. R., Seeger, M. W., Sellnow, T. L. (2007), Post-crisis communication and renewal:
Expanding the parameters of post-crisis discourse.Public Relations Review, 33(2), 130- 134.
Toth, E. L. (1992). The case for pluralistic studies of public relations: Rhetorical, critical, and systems perspectives. In E. L. Toth & R. L. Heath (Eds.), Rhetorical and Critical Approaches to Public Relations (pp. 3-16). NJ: Lawrence Erlbaum Associates.
Agenda building:
臧國仁、鍾蔚文 (1997),框架概念與公共關係策略—有關運用媒介框架的探析。【廣告 學研究】,第九集,pp. 99-130。
臧國仁(1999),新聞媒體與消息來源,台北︰三民﹒
陳憶寧(2003),2001 年臺北縣長選舉公關稿之議題設定研究--政治競選言說功能分析 之應用。新聞學研究,74 期,頁 45-72。
Hamilton, J.T. (1995). Pollution as News : Media Stock Market Reactions to the Toxics Release Inventory Data. Journal of environmental economics and management, 28, 98- 113.
Mintz, M. (1992). Why the media cover up corporate crime—A reporter looks back in anger.
Trial, November, 72-78.
Andsager, J.,& Smiley L. (1997). Evaluating the public information function : How media agents framed the silicone breast implant controversy.
Duhe, S. F.,& Zoch, L. M. (1994-95). Framing the media’s agenda during a crisis. Public Relations Quarterly, Winter, 42-45.
PR Effect
Lee, B. K. (2005). Hong Kong consumers’ evaluation in an airline crash: A path model analysis. Journal of Public Relations Research, 17(4), 363-91.
Ferguson, S. D.(1998). Constructing a theoretical framework for valuating public relations programs and activities. Communication Yearbook, 21, 191-229.
Watson, T. (2001). Integrating planning and evaluation: Evaluating the public relations practice and public relations programs. In R. L. Heath(ed.), Handbook of Public Relations. London, UK: Sage.
陳靜華(2004),企業危機形象修復策略與學習效果初探—以華航空難為例。輔大傳研所 碩士論文。
Internet PR:
孫秀蕙(2000),網路時代的企業公關—格魯尼模式的理論重構。發表於政大廣告系 第八屆廣告與公關研討會。
Middleberg, D. (2001). Winning PR in the wired world: Powerful communication strategies
for the noisy digital space. Ch. 9. The internet as the essential crisis communications tool. New York: McGraw-Hill.
Taylor, M., Kent, M. L.,& White, W. J.(2003). The relationship between Web site design and organizational responsiveness to stakeholders. Public Relations Review, 29(1), 63- 77.
Vorvoreanu, M. (2006). Online organizational-public relationships: An experience- centered approach. Public Relations Review, 32, 395-401.
Alfonso, González-Herrero; de Valbuena Miguel, Ruiz. (2006). Trends in online media relations: Web- based corporate press rooms in leading international companies.Public Relations Review, 32, 3, p267-275.
Matt Haig 著,李璞良譯(2001),數位公關-成本少效率高的網路 PR 實務。台北:商智文 化。
孫秀蕙(2004),建立企業網頁公關效果評估指標--以 2002 年臺灣五百大服務業為例。廣 告學研究,21 期,頁 1-28。
後現代主義公關
Elizabeth L.Toth. (2002).Postmodernism for modernist public relation:the cash value and application of critical research in public relations. Public Relations Review, 28,(3), 243-250.
Dernina R.Holtzhausen. (2002).Towards a postmodern research agenda for public relations. Public Relations Review, 28(3), 251-264.
Berger, B. K. (2005). Power over, power with, and power to relations: Critical reflections on public relations, the dominant coalition and activism. Jo urnal of Public Relations Research, 17, 5-28. (Special issue on Critical PR)
Kathleen M.German .(199).Critical theory in public relations inquiry: Future directions for analysis in a public relations context. In W. N. Elwood (Ed.), Public Relations Inquiry as Rhetorical Criticism : Case Studies of Corporate Discourse and Social Influence . London: Praeger.
PR Review, 2007, 33(3) Special issue
This special issue of Public Relations Review will attempt to broaden the theoretical scope of public relations studies by applying the works of a string of prominent social theorists – Jürgen Habermas, Niklas Luhmann, Michel Foucault, Pierre Bourdieu, Erving Goffman, Max Weber, and Anthony Giddens.
Book review: Rethinking Public Relations: PR Propaganda and Democracy. By: Mackey, Steve.
Public Relations Review, Mar2007, Vol. 33 Issue 1, p106-107
公關與議題管理
Jaques, T. (2007). Issue management and crisis management: An integrated, non-linear, relational construct.Public Relations Review, 33(2), 147-157.
吳宜蓁 (1998),《議題管理》。正中書局出版。
卜正珉 (2003),《公共關係—政府公共議題決策管理》。揚智出版。
公關與風險溝通
Heath, R. L. & Nathan, K.(1990), Public Relations' Role in Risk Communication: Information, Rhetoric and Power. (cover story) By: Public Relations Quarterly, 35(4), 15-22.
關係管理
Ledingham, J. A. & Bruning, S. D. (2000). Public Relations as Relationship Mangement: A Relational Approach to the Study and Practice of Public Relations. NJ: LEA.
Bruning, S. D.(2002). Relationship building as a retention strategy : linking relationship attitudes and satisfaction evaluations to behavioral outcomes. Public Relations Review, 28, 39-48.
Bruning S. D., Allison Langenhop, Green K. A. (2004). Examining city-resident relationships: linking community relations, relationship building activities, and satisfaction evaluations. Public Relations Review, 30, 335-345.
Bruning, S. D., DeMiglio, P. A., & Embry, K.(2006), Mutual benefit as outcome indicator: Factors influencing perceptions of benefit in organization–public relationships. Public Relations Review, 32(1), 33-40.
Hutton, J. G., Goodman, M. B., Alexander, J. B.,& Genest, C. M.(2001). Reputation management : the face of corporate public relations? Public Relations Review, 27, 247-261.
Yang, S. (2007). An integrated model for organization—Public relational outcomes, organizational reputation, and their antecedents. Jo urnal of Public Relations Research, 19(2), 91-121.
彭維建 (2005),客委會之關鍵公眾關係管理效果初探—以大台北地區客家族群為觀察 對象。輔大傳研所碩士論文。