摘要
2002年行銷策略大師Al Ries與其女兒Laura Ries共同出版《The Fall Of Advertising ＆The Rise of PR》，大膽宣告「廣告式微，公關崛起」的觀點。書中提到廣告雖然重要，但是它不是創建品牌的方法，以及公關的確是一項最有影響力的行銷策略，如果企業能夠妥善運用公關策略，通常可以小兵立大功之姿為品牌加分。 儘管近年來台灣公關服務產業蓬勃發展，對公關產業的相關學術研究亦逐漸增加，不過，查詢國家圖書館博碩士論文資料庫或是學術期刊發表，發現大部分研究論文僅限於學術上的探討，缺乏實際深入產業的個案分析，究其原因，幾乎大部分的論文都是由在學的學生透過文獻探討、訪談專業公關人士集結整理而成的研究，並非來自公關產業界具備實戰經驗的專業人士所發表，與實際經營公關服務業或是在公關產業工作人士所遇到機會與挑戰，仍有一段距離。 本研究希望透過實際從事公關行業的經營管理者，以超過十年的公關實戰經驗，提供國內產業界、學術單位、在學學生以及對從事公關產業有興趣的後進，更詳實且貼近公關服務產業的觀察與分析。本研究從透過個案C公司的實例探討，說明一家只專注提供專業公關服務的公關公司，如何在業界屹立不搖超過二十載，以及在面對經營環境丕變的台灣公關產業，應當採取的經營管理策略。 最重要的，希望藉由本文提出對台灣公關產業的升級建言，並吸引更多對公關產業有興趣的人士投入，一起為找尋與提昇台灣公關服務產業競爭力戮力。
並列摘要
In 2002, Al Ries – a renowned marketing strategist – and his daughter Laura Ries jointly published The Fall of Advertising & the Rise of PR, announcing that “advertising is declining. PR is rising”. The book notes that advertising, despite its importance, is not the way to build a brand, and that PR is indeed the most influential marketing strategy. By implementing proper PR strategies, a company can usually significantly enhance their brands with relatively little efforts. Taiwan’s PR industry has experienced a booming time in recent years and the number of studies on the PR business has been increasing. Most papers in the National Library’s doctoral and master thesis databank and scholarly periodicals, however, tend to focus on academic research, and there is an obvious lack of case studies in the PR industry. The situation exists because most papers were written by students, and their studies were compiled through literature reviews and interviews on PR practitioners. Only a few of these papers were written by PR practitioners who have years of working experience in the industry. As a result, most papers fail to illustrate the opportunities and challenges faced by PR practitioners and managers in their jobs. This study aims to provide an observation and analysis that are closer to the reality of the PR industry through the eyes of a PR practitioner who has been a manager in the PR business for over ten years. Also, the study aims to be a useful reference for Taiwan’s PR industry, academic institutions, students, and those who want to join the PR industry. Through the case study on company C, the study discusses how a PR firm that focuses solely on professional PR services could stay in the PR business for over two decades, and what are the best management strategies for Taiwan’s PR industry in responding to the changing business environment. Most importantly, the author hopes that the suggestions in the study will help Taiwan’s PR industry to elevate itself and attract more people to seek careers in the PR industry, and together they will work to further improve the competitiveness of Taiwan’s PR industry.
參考文獻
延伸閱讀
- 游騰毅（2011）。企業風險管理架構與授信組織探討—以C公司為例〔碩士論文，元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-2801201414584071
- 陸彥方（2013）。企業動態能力之個案研究-以C公司為例〔碩士論文，國立中正大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0033-2110201613510973
- 黃淑意（2017）。客戶服務的品質與風險監管之探討-以C公司為例〔碩士論文，逢甲大學〕。華藝線上圖書館。https://doi.org/10.6341/fcu.M0459086
- 張慧椀（2007）。建設公司市場區隔與行銷組合之研究-以C公司為例〔碩士論文，元智大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0009-2101200823395100
- 侯思怡（2017）。新產品開發經營績效與品質管理之探究-以C公司為例〔碩士論文，國立臺灣師範大學〕。華藝線上圖書館。https://doi.org/10.6345/NTNU202202421