公共關係溝通策略研究：以「無名小站」個案為例

The Public Relation Strategy of the Website Operator: 'Wretch' as an Example

本研究以無名小站的發展歷程為例，探討網站經營者的公共關係策略。本文從公共關係中的溝通策略出發，進行個案研討與分析。透過網站、新聞報導之內容分析與網站經營者的深度訪談，分析「無名小站」的公共關係運作模式及其效應。研究結果顯示，「無名小站」尚未完全體現網路的雙向溝通效能，網路經營者在對話空間裡仍屬於權力位階較高者，在對話迴路的完善度方面仍有改善空間。此外，「無名小站」尚未充分發展出完整的公關策略，屬於被動回應導向的溝通模式。這顯示了科技業與公關業仍存在很大的認知分歧，未來應設置公關專責人員，以提升該企業與利益關係人之溝通品質。

The purpose of this study is to access the effectiveness of the public relations strategies implemented by the Internet service company 'Wretch.' Adopting theories of public relations and the Internet communication, the present study provides an in-depth analysis of Wretch's communication strategies. Based on the interviews and content analysis of media coverage, the study finds that the dialogic loop on the Internet does not work effectively because 'Wretch' does not adopt an ideal Internet PR strategy proposed by scholars. As a newly-found Internet service company, 'Wretch' fails to take the advantage of the Internet communication, and its PR strategies are passive when facing controversies. The research suggests that 'Wretch' employs full-time PR professionals to assure the quality of the relationship with stakeholders