單項運動協會公共關係運作之個案研究 摘要 郭妍汝 本研究之目的在於瞭解單項運動協會運用公共關係運作之現況。研究對象為參加「九十年體育團體評鑑報告書」之競技運動類團體,其會務運作分組概況表之設置組別中設置「公關企畫組」之個案。本研究透過文獻分析法及深度訪談法進行探討,其結果如下: 一、 個案公共關係運作之現況方面 (一) 個案認為公關企畫組之溝通功能在於建立與企業、媒體、內部團體溝通之窗口,讓企業瞭解個案會務運作及贊助資源運用之情形。 (二) 個案的傳播方式僅限於媒體宣傳,缺乏多元及多面向的傳播活動。 (三) 個案並無針對公共關係進行研究分析,以公眾訊息的回饋、媒體宣傳、個人經驗、政府相關政策等為個案舉辦活動之經驗準則。 (四) 個案認為媒體曝光率之效益為主要之回饋的機制,並非針對公共關係運作的流程做回饋。 二、 環境變項對個案公共關係政策之影響方面 (一) 個案皆認為理事長與志工皆對公關關係運作無直接影響。 (二) 個案之秘書長為公關企畫之主要決策者,職員對於公共關係 運作流程並不清楚。 三、 建立個案公共關係之參考流程方面 個案公共關係之參考流程有評估企業類型,分析與不同企業體合作之優劣、建立公共關係之窗口負責人、建立活動整體流程表、召開檢討會與修正過程缺失與進行調整政策等流程。
Abstract The study purpose was to understand the public relations (PR) application of selected sport associations. The subjects were chose by their organization chart, which has developed the PR function. Content analysis and the in-depth interview were applied for the discussion. The results are: 1. The PR application activities (1) In the subjects’ view that the PR function is the communication efforts for establishing the relationship with corporations, media, and internal groups. In addition, the operation and sponsorship resource allocation of the sport association should be informed for the corporations. (2) The tool of organization propagation was simply via mass media and lack of diversification activities. (3) There was no such PR study case regarding to responses for public information, media promotion, and personal experience, governmental policy, which could be referred as the guide of event management. (4) In the subjects’ view that media exposure is the main mechanism for feedback instead of focusing on the operation process of PR. 2. The influencing factors toward PR policy of sport associations (1) In the subjects’ view that there was no direct relation between the president and volunteer in terms of PR application. (2) In the subjects’ view that the key decision maker of PR planning is the secretary general and the PR staffs were not aware of the whole process. 3. The development of referred PR process for future operation The referred PR process based on the subjects includes the assessment of corporations, the analysis of the cooperation with different corporations, the establishment of PR professional staff, the development of PR activities progress chart, and the evaluation meetings.