政府機關公共關係管理之研究

Research on Public Relation Management of Government Agencies

林來局(Lai-Chu Lin)

《興國學報》 10期 (2009/01) Pp. 147-161

https://doi.org/10.29950/JHKUM.200901.0011

摘要

形塑一個國家的願景，是人民對政府美好的期待，因此新政府的任務已不僅限於制定良好的公共政策，更重要的是，要傳播良好的決策使民眾瞭解並感到受惠，最後還要推動執行相關的管理計畫。有鑑於公共政策的執行，在決策階段，常常閉門造車，而政策實施後，都遭遇過多阻力，終至胎死腹中或形成有法難行的困境，讓原本良善且正義的政策反而形成政府施政的絆腳石，因之希望透過政府公共關係中的溝通與協調作法，來說明雙向溝通及管理功能之運作理論及實例，提供各級政府參考。增進對社會影響力及國家政策計劃之推展，強化社會大眾、社團組織及公務員本身之溝通瞭解與支持合作。公共關係活動是社會組以某一特定主題，由公關人員計畫、有目的策劃之大型活動，目的在吸引社會公眾的支持與參與，引起新聞傳播媒體的廣泛報導，從而提升組織形象，達到預期的公關目的。因此，政府組織若能適時舉辦各種公關活動，如：節慶活動、藝文活動、體育活動、大型同歡晚會等，並吸引民眾主動參與，必能促進政府與民眾之互動，對政府形象亦有所助益。

關鍵字

公共關係 ； 危機管理 ； 行銷管理 ； 公共資訊 ； 大眾諮商

並列摘要

To model a prosperity of a country is people's expectation for the government; therefore, the mission for the new government is not limited to constitute good public policies, but, the most importantly, to propagate the good policies so that people can understand the policies and feel beneficial from them. Finally, the government should impel to conduct the related management plans.Since the execution of public policy is often developed in a closed environment during decision making period. Moreover, after the policy is administered, it encounters a lot of difficulties to come to an end, or it ends up as a difficult corner where there is an un-implantable policy. As a result, the policy which was designed to be good and rightful became the stumbling stone for the government. Therefore, we are hoping that, through communication and coordination of government public policy, we can explain the theories and examples of collaborative communication and management to serve as the guidance for all levels of government departments. Improve the effect to the society and the development of national public policy. Enhance the communication, understanding, and cooperation among public, organizations, and government.The activity of public policy is the main activity which is well-designed by the publicists using a specific topic. Its purpose is to attract the support and involvement of the general public, to appeal the mass reports from communication media, and to raise the public impression of the organization, so the original goal of publicity can be accomplished. Therefore, if the government organization can host all kinds of public activities at the proper season, for example, the activities for holiday celebration, the art events, sports events, and parties, and the general commons can participate voluntarily, the interaction between general public and the government will be advanced. This will also benefit the impression of government.

並列關鍵字

Public relations ； The crisis is managed ； Marketing management ； Public information ； Trader that consults masses

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