中央行政機關新聞聯絡人角色與運作之研究：以八部為例

Analysis on the Role of Media Liaison : Concentrating on the Eight Ministries of the Central Government Agency

翁慧珊(Weng Hui-Shan)

指導教授 ： 劉立行

國立臺灣師範大學/科技學院/圖文傳播學系在職進修碩士班/碩士(2010年)

摘要

本研究旨在探討中央行政機關新聞聯絡人之角色與實務運作情況，研究內容從四個面向探討，包括新聞聯絡人的組織定位、角色與功能、實務運作，以及與媒體互動的關係等。
本研究採用深度訪談法，研究對象是以八部（內政部、外交部、國防部、財政部、教育部、法務部、經濟部及交通部）的新聞聯絡人，及二家（自由時報、蘋果日報）媒體記者為訪談對象，以瞭解渠等在實務經驗上對新聞聯絡工作與媒體互動的認知與期許。
研究結果發現，目前中央部會新聞聯絡部門大多為任務編組，並無編制人員與經費，因此，有必要增加新聞聯絡人人力配置，並給予新聞專業訓練及強化其哲學思維。再者，各部會在新聞處理模式上，大多依循新聞局規劃方式辦理，彼此間差異化不大，惟，面對新科技傳播時代來臨，運用新媒介來強化新聞處理，大部分部會已普遍使用簡訊、線上傳送等方式通報部內同仁知悉，並且掃瞄新聞輿情傳閱部內同仁，建立一個全員公關的概念與作法。另外，在科技傳播發達的時代，與媒體互動已進入一個點線面，横向溝通的處理模式，各部會不能再只是單向與媒體聯繫，而是要有跨部會概念，部會與部會間合作才能應變新聞事件的多元化，未來部會和部會之間如何聯繫，將是一個新課題。

關鍵字

新聞聯絡人 ； 媒體互動 ； 角色與功能

並列摘要

The objective of this research is to study the role of media liaison officer and its on job practices in central government system. Four aspects were explored, which included the position and function of media liaison officer, how media liaison interacts with media, and what are the major difficulties while executing their tasks.
The research method is intensity interview. Interviewees are the media liaison officers from Ministry of the Interior, Ministry of Foreign Affairs, Department of Defense, Ministry of Finance, Ministry of Education, Ministry of Justice, Ministry of Economic Affairs and Ministry of Transportation and Communications as well as the journalists from the Apple Daily and the Libertytimes. By using the interview program as the research tool, the researchers will be able to understand the interviewees’ consciousness and expectation on the operation of media liaison and interaction of the media.
The result of this research indicated that the media liaison bureaus of central government are formed as the mission group which confronted with no regularly manpower and budget involved. Therefore, it is necessary to allocate the personnel of media liaison officer at a steady level as well as to provide them the professional training in order to strengthen their philosophy thoughts.
It is also founded in this research that most media liaison bureaus of central government have similar operating procedures on processing the news release due to the scheme has already been set by the Government Information Office. With the coming of the new technology era, most media liaison bureaus of central government have made use of mobile texts, online transmission and news scanned circulation to inform their colleagues and built up the concept and method of public-relations -for-entirety.
Nowadays, the dissemination technology has brought the governmental media liaison bureaus and the media from the point-to–point interaction to the crosswise communication pattern. Instead of solo communication with the media, the media liaison bureaus of central government should need to cooperate to each other in order to encounter the diverse media events. Therefore, how to connect with each media liaison bureaus of central government will be the major issue in future.

並列關鍵字

the media liaison ； interaction of the media ； role

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