政府公共關係之研究-以桃園縣政府為例

Research on Government's Public Relation - Take Taoyuan County Government as Example

呂秀琴(Lu Hsiu-Chin)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2002年)

摘要

政府公共關係之研究－以桃園縣政府為例
研究生：呂秀琴 指導教授：李弘暉博士
元智大學管理研究所
中文摘要
隨著過去威權式政府的消逝，二十一世紀代之而起的是廉政效能、親民便民之電子化政府時代的來臨，為因應社會情勢的變遷及經濟環境的提昇，各級政府莫不積極應變環境、回應民意，民國八十七年十月二十八日　總統公佈「臺灣省政府功能業務與組織調整暫行條例」，同年十二月二十一日精省後，將原臺灣省政府業務劃歸縣市政府掌理、縣市政府得就自治事項或依法律之授權，訂定自治法規，至此縣市政府職權大增，與民眾權利義務更加密切，縣民公共關係更為重要。
本研究對桃園縣府不同的公共關係對象發放自行設計之問卷，針對整理歸納出之縣府公共關係目標有執行公共政策、塑造縣府良好形象、宣導公共政策、增進員工向心力、改善公眾關係、危機管理議題；工作內容有民眾參與及溝通機制、媒體溝通機制、瞭解民意動向、良好政府形象、政策宣導與行銷、公共關係活動及其他等；對象有內部員工、民意代表意見領袖、新聞媒體、民間團體、社區、學校學生、其他政府機關、國際人士、社會大眾等；方式有記者會、座談會、聯誼會、縣府網站、專題演講、自強活動、公聽會、文宣品製送、施政滿意度、公眾申訴管道、成果發表會，藝文活動、節慶晚會、教育宣導、報紙、電視、廣播、議題管理及其他等選項；進行滿意度與重要度之問卷調查。
研究發現：1、桃園縣政府未設專責公共關係的組織；2、桃園縣政府公共關係首要目標是執行公共政策；3、民眾參與及溝通機制是最重要公共關係工作；4、社會大眾是桃園縣政府第一優先的公共關係對象；5、縣府網站是縣民最愛進行的公共關係方式；6、加強媒體、文宣等公共關係作為仍是縣府例行重要公共關係工作。

關鍵字

政府公共關係

並列摘要

Research on Government''s Public Relation
- Take Taoyuan County Government as Example
Graduate: Lu Hsiu-Chin Instructing professor: Dr. Lee Hung-Hui
Management Graduate School, Yuan-Ze University
ABSTRACT
Along with the fading of authority-type government in the past, the age of incorrupt, efficient, friendly and convenient electronized government is coming. To comply with the variation of social situation and upgrade of economic environment, all government levels adapt themselves positively to the environment to respond public opinions. On Oct. 28, 1998, president announced "the temporary enforcement articles of function, business and organization adjustment of Taiwan Provincial Government". On Dec. 21, 1998, the "Province Refinery" program was implemented. The business originally belonging to Taiwan provincial Government is transferred to be managed by County/City Government. County/City Government is allowed to invent autonomy codes based on autonomy items or according to the authorization of law. As a result, the authority of County/City Government is largely increased, its relation with people''s equity and obligation is closer and people''s public relation becomes more significant.
This research is to issue self-designed questionnaire sheet to different public relation targets in Taoyuan County Government. The objectives of the Government''s public relation are summarized as follows: capabilities of executing public policies, shaping County Government''s good image, promoting public policies, increasing employee''s centripetal force, improving the relation of public mass and involving crisis management issue. The work scope includes the mechanism of people''s participation and communication, the mechanism of media communication, understanding public opinions'' trend, shaping a good government image, promoting policies and marketing, public relation
activities and so forth. The targets contain interior employee, opinion chiefs of people''s representatives, press media, civilian groups, communities, school students, other government agencies, international persons, social mass and so on. The methods are press conferences, symposiums, association meetings, County Government website, topic speech, self-renewal activities, public hearing meeting, production and dispatch of promotional literature, satisfaction of policy enforcement, appeal channel of the public, achievement presentation, arts activities, festival night show, educational propaganda, newspaper, TVs, radio, issues management and other selective items. Proceed with the questionnaire survey of the satisfaction degree and importance degree.
This research finds the following: 1. Taoyuan County Government has not established an organization specializing in dealing with public relation, 2. The most important objective of the public relation of Taoyuan County Government is to execute public policies, 3. People''s participation and communication mechanism are the most crucial public relation work, 4. The social mass is the priority target of public relation for Taoyuan County Government, 5. County Government website is the most favorite public relation method by the county people and 6. Reinforcing media and promotional propaganda are still the important routine public relation work for County Government

並列關鍵字

Public Relation

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