中小型社會福利機構公共關係策略初探-以參與滿天星婦女團體聯盟者為例

我國非營利組織在解嚴後，如雨後春筍般蓬勃發展，而地域性社會福利團體較全國性社會團體多約3.29倍，隨著非營利組織數量的成長，在有限的社會資源下，產生資源競爭及排擠的現象，非營利組織要獲取資源必須採取相關的公共關係行銷策略，增加組織的能見度，中小型社會福利機構在大型機構環伺及變動的社會環境下更需經營發展公共關係策略。本研究採質性研究方法，主要探討滿天星婦女團體聯盟中的中小型社會福利機構公共關係策略，期藉此研究結果，提供具體建議，作為中小型社會福利機構發展公共關係可採取的方法，並增強機構對公共關係經營發展的重視，以使機構能夠永續發展。本研究結論：滿天星婦女團體聯盟中的中小型社會福利機構在組織發展的過程中，公共關係確實對組織有一定程度的重要性，其中最常使用的公共關係導向為「倡導」、「公共資訊」、「形象/聲望管理」、「關係管理」，而加入滿天星婦女團體聯盟對中小型社會福利機構帶來分享、合作、議題串連發聲的效益，同時，也面臨限制。最後，針對中小型社會福利機構、滿天星婦女團體聯盟及學術等面向提出具體建議。

關鍵字

公共關係；中小型社會福利機構；聯盟

並列摘要

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.