誠泰COBRAS公共關係運作及球迷認知效益評估

The PR Operation and Evaluating the Fans’ Cognition of PR Effectiveness of MOKOTO COBRAS

吳欣怡(Hsin Yi Wu)

指導教授 ： 施致平

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2005年)

摘要

公共關係具有協助組織建立有效溝通管道、參與社會公益活動、塑造良好形象、協助推銷等功能。分析職業運動發達的國家，發現公共關係在職業運動事務的推展上扮演重要的角色，公共關係為職業運動塑造形象，吸引更多球迷注意，並運用各項公共關係活動，如：球員宣傳、參與公益等，提升組織形象。因此，本研究之主要目的乃以誠泰COBRAS為研究對象，試圖了解其公共關係運作現況及公共關係執行效益，並分析其公共關係運作模式。依據研究目的，本研究以誠泰COBRAS公共關係人員、球迷為研究對象，採深度訪談法、問卷調查法分析評估誠泰COBRAS公共關係運作現況及執行效益，其主要發現如下：
一、公共關係運作現況
誠泰COBRAS公共關係運作最主要的目的在於推銷整個球隊與球員，其目標為提升組織知名度與形象、與重要團體建立關係及增加銷售利潤；公共關係對象則以球迷與媒體為首要；公共關係運作模式偏向以宣傳為目的之新聞代理模式；公共關係策略規劃步驟仍以「RACE」四步驟為主軸；公共關係效益評估方式以媒體曝光效益與活動參加人數為其主要的評估方式。
二、公共關係效益評估
在公共關係模式認知部份，球迷對誠泰COBRAS公共關係認知評價以新聞代理模式之平均得分為最高，雙向對等模式之平均得分排名第二；球迷對誠泰COBRAS整體評價認知為「好」，性別與年齡的差異會造成整體評價認知的差異，女性之整體評價高於男性；20歲以下年齡層之整體評價明顯高於其他任何一個年齡層。
有鑑於此，針對誠泰COBRAS公共關係運作提出以下四點建議建議：加強公共關係活動規劃前的研究調查工作；將「球員」增列為其主要之公共關係對象；積極建構雙向對話的機制，增加議題建構之能力；建立多元化之效益評估方式。

關鍵字

中華職棒 ； 公共關係 ； 公共關係策略 ； 公共關係效益評估

並列摘要

The PR has functions to help organization setting up effective communicative channel, to participate in social public activities, to build good image, and to assist sales work. Take a look at countries with successful sport businesses, we find that the PR plays an essential role in promoting the sport businesses. The PR helps the professional sports organization to build good image, to attract the attention of fans, and using the PR activities to improve the image of organization. Thus, the purposes of this study aimed at understanding how the PR worked in the organization, how to evaluate its effectiveness, and establishing the model of the PR strategy of MACOTO COBRAS. According to the purposes, the subjects were the staffs responsible for the PR in MOKOTO COBRAS, and the fans subscribing it’s e-newspaper. The research was finished with in-depth interviewing and questionnaires investigating. The results were as follows:
1. how the PR worked
The purposes of the PR of MOKOTO COBRAS were to promote the team and the players and the goals were to promote its awareness and image, to set up the relationship with the key groups, and to increase the profits. The main PR subjects were the fans and the media. Analyzing the PR model, it could be the model of press agency, and the organization followed the “RACE” four steps to map out their PR strategies and plans. The methods it used to evaluate the effectiveness of the PR were the exposure in the media and the numbers of the participants in the activities.
2. the effectiveness of the PR
From the investigation, it showed that fans gave the highest grade on the press agency model, and the second one on the two-way symmetrical. Fans gave the grade higher than “4.06”, the differences of sex and age would cause the cognitive difference, women's whole appraisal was higher than man; under the age of 20 age level 's whole appraisal was higher than any other one age level.
From the above mentioned, the investigator provides some suggestions for the organization: to enhance research investigation of the PR activity before planning, to classify the “ players” as their main PR subjects, to build the bridge for the company and the public to communicate symmetrically, and to take advantage of various ways to evaluate the PR effectiveness.

並列關鍵字

CPBL ； Public Relations (PR) ； Public Relations Strategy ； Evaluation of Public Relations Effectiveness

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