公關策略：定義與範疇

Public Relations Strategies: Definitions and Categories

「公關策略」迄今缺乏共同的討論架構，本文檢討文獻，定義公關策略為「組織為因應不同情境需求，針對不同公關目標，由公關人員構思、整合資源並執行，以期達成目標的行動構想」。依「目標」與「情境」二個向度，公關策略可分為形象建立、形象修護、關係培育，關係修護四大範疇（category），各範疇各有其可行策略。組織可以依公關情境與目標，考慮組織與公眾的性質，來擇定公關策略。研究者可依不同的「組織－公眾－目標－情境」的需要，研究可行的策略選項。

The purpose of this article is to define 'Public relations strategies' clearly. This article reviews past literatures and defines public relations strategies as 'a conception of how to pursue a specific goal under a specific situation, conceived by, integrated by, and implemented by public relations practitioners.' Public relations strategies have two dimensions: objective and situation and they can be divided into four categories. Each objectivesituation has its own feasible strategies. Considering the situations, objectives, characters of an organization and its audiences, an organization can make appropriate public relations strategies decisions.