環保團體的公共關係策略之探討

An Analysis of Environmental Groups' Public Relations Strategies

本文以「消息來源的社會學」（the Sociology of Sources）理論架構為基礎，分析以環保聯盟為主的反核團體，在有限的資源（財務基礎不穩固，制度化程度不足）之下，如何規劃該團體的媒體資源與公關活動？而這些公關或溝通策略成敗與否，又是受到哪些因素影響？本文結論指出，反核團體除了大量的採取「資訊津貼」策略，以密集新聞稿、文宣品等建構「反核語言」之外，更藉著在大眾媒體上開拓智慧場域，扶其環保團體成員「文化資本」的優勢，以意見領袖的角色影響輿論。在反核運動並未真正結束的今天，未來「核四」議題如何建構，擁核與反核雙方如何規劃媒體關係，使用何種公關策略，仍然值得我們繼續探討。

The present study analyzes anti-nuclear groups' utilization of media resources and their public communication strategies by adopting a source-centered (in contrast to media-centered) perspective. This paper also discusses factors influencing the outcome of public relations tactics plotted by special interest groups. An extensive content analysis of pro-nuclear and anti-nuclear news columns on newspapers suggests that professors and scientists, who possess 'richer cultural capital,' have a greater chance of getting their opinions recognized and thus, exerting more influences on the general public.