我國國際公關之對內及對外策略──以外交部為例

ROC's International Public Relations: Internal and External Strategies—Taking the Ministry of Foreign Affairs as an Example

外交部以公眾外交協調會作為媒體公關的主要單位，其也會進行對內的公眾外交，藉各式活動期待達成總和外交的目的。不僅會以記者會與媒體溝通，並提供國家政情資訊予總統於講話時採用，重要政經資訊給外館參考；公關作為亦會考慮國際與兩岸環境，兼顧對外政策參與國際組織的目標，來進行公關作為產出之前的研究與資訊搜集，作為讓公關作為能具體產生效果的基礎工作。
至於公關活動的類型則以總統或部次長專訪與記者會、外館館長投書、重要訪賓來台、對各群體的公眾外交、參與國際組織、國慶酒會、針對中國作為回應等為主；其中包括國家形象建構的公關操作、媒體公關、事件行銷、危機公關等公關操作為主。

The Ministry of Foreign Affairs uses the Public Diplomacy Coordination Committee as its primary media relations unit. It also conducts domestic public diplomacy, using various activities to achieve comprehensive diplomatic objectives. This committee not only communicates with the media through press conferences but also provides national political information for the President to use in his speeches and important political and economic information for reference by foreign embassies. Public relations also considers the international and cross-strait environment, taking into account the goals of foreign policy participation in international organizations. This pre-production research and information gathering form the foundation for effective public relations efforts.
As for the types of public relations activities, they mainly include interviews and press conferences with the president or deputy ministers, letters from directors of foreign embassies, visits by important guests to Taiwan, public diplomacy with individual groups, participation in international organizations, National Day receptions, and responses to China. These include public relations operations to build the national image, media public relations, event marketing, crisis public relations, and other public relations operations.