企業運用網路公關之研究初探---從電腦中介傳播談起

Abstract

本研究想要探討以網路為主的電腦中介傳播系統之溝通特性，如何影響企業公關在網際網路上的應用，探討公關人員如何透過網路來增進企業與多元目標對象之間的關係。 由於本研究是關於企業運用網路公關上的初探性研究，研究者擬出六個研究問題，採個案研究的方式，深入訪談八家外商企業之公關經理人員，針對訪談內容進行分析，找出目前網路公關應用之現況描述，並比較不同企業間之差異，希望能深入瞭解企業公關人員運用網際網路之現況。最後回歸到文獻理論之討論，提出對原有理論模式之修正與整合，進一步歸納出網路公關發展之方向與建議，以作為實務應用之參考。 公關人員認為網路可以顯示企業競爭力與建立網路上的虛擬呈現，不論在內部公關或企業外部公關，網路都扮演著重要的角色。研究發現新興科技產業公司與非新興科技產業公司在創新採用的態度與接受度上的確有所不同，新興產業的企業對網路傾向積極正面的態度；而非新興產業別的企業，則較為保守緩慢。在組織內部溝通上，兩種產業別的企業在運用網路科技的使用效益與應用層面上有較大的差異；而在外部溝通上，兩種產業別之公關人員運用新科技的差別則不大。公關人員最常使用電子郵件以及企業網站進行對外的溝通。公關人員在組織中的職能角色，對於運用網路新科技在公關溝通或是公關策略應用方面，並沒有太大的影響，影響較大的是企業整體對網路新科技的策略性思考與應用。 透過網路可以創造雙向對等的溝通，並建立長久持續性的關係。許多企業皆肯定網路作為對內及對外的重要溝通功能，但是未來仍需要策略性地進行深入研究，以解決此一新領域可能面臨的問題，並找出未來發展的方向。

This thesis intends to study the characteristics of Internet communication and their influences on the practices of corporate public relations. This study aims at presenting how practitioners use Internet to improve the relations between the corporations and their publics. The present study proposes six research questions, conducting interviews with eight public relation managers of foreign companies in Taiwan and analyzing their uses of Internet communications. In addition, a brief analysis of corporations’ websites will demonstrate the styles of corporations’ communications with their target audience through Internet. According to the research, most public relations practitioners believe that cyber-communications are strongly related to excellence in corporate performance. The present study finds that there is a significant difference in acceptance of using Internet between hi-tech and traditional corporations. Hi-tech corporations tend to adopt a positive and proactive attitude toward Internet, comparing to traditional corporations. Moreover, hi-tech corporations are more active and efficient in using Internet to establish internal relations. However, both sorts of corporations are equally competent, concerning the establishment of external relations by using Internet. Public relations practitioners interviewed in the research believe that Internet plays an important role in future development of corporate communications. At last, the present study will reveal that corporations’ use of Internet can help to achieve the goal of “two-way symmetrical communication” proposed by Public Relations scholar James Grunig.