第六讲 公众策略.pdf

第六講 公眾策略 主講人﹕姚惠忠 公關的功能 Public relations makes an organization more effective, therefore, when it identifies the most strategic publics as part of strategic management processes and conducts communication programs to develop and maintain effective long- term relationships between management and those publics. 策略性公關 Strategic public relations consists 1.Identifying the most strategic publics with which an organization needs to develop a relationship; 2.Planning, implementing, and evaluating communication programs to build relationships with these publics, and 3.Measuring and evaluating the long-term relationship between the organization and these strategic publics. 關係程度的評估和測量  Good communication changes behavior of both management and publics and, therefore, results in good relationships.  Public relations professionals need a way to measure relationships as they develop and are maintained rather than waiting to observe the behaviors that may or may not occur as a result of communication programs. 公關價值來自關係品質的測度 The value of public relations can be determined by measuring the quality of relationships with strategic publics. Communication programs can be evaluated by measuring their effects and correlating them with the attributes of a good relations 借用人際溝通和心理學測量指標 Research in interpersonal communication and the psychology of interpersonal relationships shows that following four outcomes are good indicators of successful interpersonal relationships. Public relations research shows that they apply equally well to organization-public relationships: 相互控制度和信任度  Control mutuality-- the degree to which parties agree on who has rightful power to influence one another. （彼此所擁有 相互影響力的程度）  Trust--one party’s level of confidence in and willingness to op