公共關係／策略傳播範式轉變和語境本土化－機遇、挑戰與思考：對話黃懿慧教授

Opportunities, Challenges, and Thoughts of Public Relations and Strategic Communication

黄懿慧(Yi-Hui Christine HUANG) ； 黃煜(Yu HUANG) ； 敖頌(Song AO)

《傳播與社會學刊》 56期 (2021/04) Pp. 1-24

https://doi.org/10.30180/CS.202104_(56).0002

並列摘要

Prof. Yi-Hui Christine Huang is a distinguished scholar in the field of public relations. In this dialogue, Prof. Huang was invited to share her insights on the development of public relations research. To start with, she introduced the history of public relations, by mentioning the paradigm shift from media exposure to relationship management. She clarified the cross-disciplinary feature of public relations as a field, and illustrated the origin, development process, and meanings of the relationship management perspective. She also mentioned that social media provides a mutual communication channel which empowers publics in the interaction with organizations. Such channel raises the importance of organization-public relationships and engagement in both academia and industries. Then Prof. Huang addressed the legitimacy issue of public relations as an academic discipline. She compared the development and current situation of public relations discipline development in the United States and China. In the United States, legitimacy of public relations is not a problem anymore. But it is still challenged according to identity, efficiency, and morality in China, even with an increasing demand of public relations scholars and professions. She suggested that body of knowledge is essential to the legitimacy and development of public relations as a discipline, and used the Communication Perspective Context (CPC) model to explicate the central body of knowledge of public relations research: the transparent, mutually beneficial, and long-term relationship between organizations and publics. Prof. Huang also shared her thoughts about adopting U.S.-centered public relations theories to the Chinese context. She suggested scholars to consider both theories and specific cultural context, to improve the theory validity in different contexts. Regarding the development of digital technologies, she discussed opportunities of public relations research, and pointed out the benefits and concerns of using big data in public relations research. Finally, Prof. Huang offered some suggestions to students and young scholars about doing research.

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