公關研究典範的停滯與變遷：以有線電視系統的社區公關運作模式分析為例

Has the Paradigm Shifted? An Analysis of Cable Television System's Community Relations Strategies

本研究採用Kruckeberg與Starck重構公關典範的觀點，從社區溝通與公共關係的角度出發，深度訪談有線電視系統主管，希望透過口述資料，深入瞭解（一）有線電視業者如何看待社區公關，（二）該系統如何藉著區域經營，與消費者與相關單位進行雙向互動，（三）針對以上研究發現，新的公關典範是否已經成形？研究結果發現，業者經營社區關係的動機大約可以分為：市場競爭與業務考量（從許多公關事務隸屬於業務部可看出公關在有線電視系統的定位）、建立系統形象（所有受訪系統都有企業識別的設計與標準使用規則，某些系統甚至有制服）、掌握地方資源與人脈（例如地方行政單位與青商會團體等）、永續經營（業者普遍指出價格戰對於系統的傷害甚大）等四大動機。在公關的表現形式方面，業者以舉辦活動、活動錄影、和節目製作三大類為主。從訪談得知，有線電視針對消費者所舉辦的活動，大部份仍以業務因素為考量基礎，只有少部份為純粹的地方回饋（例如獎學金的設置）與公益理念宣傳。在免費頻道部份，業者指出配合的困難，包括經營成本沈重、人力財力有限、缺乏明確的遊戲規則、有線電視快速變遷與轉型，頻道比例不合理等等。除了少數系統指出曾經提供攝影棚等設備讓學校團體舉辦辯論比賽之外，其他系統幾乎都沒有處理過地方民眾要求「接近使用」媒體的案例。在落實媒介接近使用權的概念時，我們不能忽略三點困難，一是系統業者普遍認為使用與合作規則不明確，無從規畫起；二是節目製作仍屬專業，如何鼓勵，甚至訓練生手從事最基本的操作，仍有疑問，再者，根據以上研究結果，我們發現臺灣民眾的社區意識與社區文化普遍尚未成型，對於免費頻道的利用相當不積極，未來免費頻道甚至可能會淪為政治或商業修辭，而無法發揮原有的功能。因此，研究者主張，臺灣的公關典範仍然停留在刺激消費等行銷勸服導向的舊模式中，尚未如Kruckeberg與Starck兩人所言，邁向新的公關典範。在舊有公關典範的支配下，任何嘗試與作為對於社區意識的凝聚，效果都十分有限。

Adopting Kruckeberg and Starck's theoretical formulations concerning the principles of community communication and public relations, the present study attempts to investigate the communication process between cable television systems and community members by interviewing several top managers in the cable television industry. Our findings suggest that there are four major motives for top managers of cable television systems to practice public relations: gaining a superior status in market, building cable systems' corporate images, establishing local connections with opinion leaders and achieving a goal of long-term survivals in cable industry. There are three major patterns of public relations practices among the cable systems: launching public relations events, videotaping local affairs and producing programs with local angles. We find that comparing with metropolitan (i.e., Taipei) cable systems, there is a greater likelibood for rural cable systems to succeed in achieving public relations goals especially in building community relations with local publics. When the researcher brings up the question of 'free access' or 'public interest' channels (channels designed for non-commercial purpases), top managers in cable systems express negative attitudes toward the current regulation. They indicate that cost and lack of rules of the game are two barriers, making 'free access' channels unlikely to succeed. We are worried that 'free access' channels might end up with being nothing more than political rhetoric. Therefore, it is quite clear that we are still far away from the new 'Public Relations Paradigm' formulated by Kruckeberg and Starck, which stresses a higher level of community memebers' involvement and participatory communication. The roles of public relations practitioners in Taiwan are confined to nothing more than a secondary role of promotion and publicity event planners.