由公共關係理論探討變電所興建時民眾抗爭之處理與因應策略

Abstract

台電「第六輸變電計畫」為國家重要能源建設計劃，此計劃與先前分期執行之第一至第五輸變電計畫相較，執行期間最長、投入金額亦最多。輸變電計畫內容包括輸電線路與各級變電所之新建、擴建與更新。但舉凡變電所之用地取得、工程設計、招標施工以及營運管理等階段，目前皆遭遇民眾之抗爭訴求與反對。需謀求因應對策。 本論文研究方法係藉由三大公關理論模式(Grunig之公關管理學派、Toth&Heath之公關語藝學派、Schultz之公關整合行銷傳播 (IMC)學派)，並以研究者親身參與由興建抗爭至運轉又發生事故之大豐變電所，及目前仍在興建中之瑞源變電所之研究個案溝通方式，搭配國外(日本、韓國、法國及德國)電力公司相關做法，以研究者從事公關工作20餘年之累積經驗，用文獻分析法與觀察法來研擬因應對策。 經本研究探討所得重點結論如下: (1) 台電公司在興建輸變電設施之前，應先及早告知地方民眾，最好能派駐專人在地方先持續溝通1~2年，以建立與地方人士情素、信素與理素之溝通。 (2) 台電與民眾溝通互動時在於購地、設計、施工均有一組人員，此三組人員應具有整體公關概念與橫向聯繫，並具環境與情境、PEST分析技巧，才能使溝通具有連貫整體性。 (3) 由於反對輸變電設施之團體雖具地方特性，但亦有相互學習、觀摩、研討之舉。所以台電處理每一個案均須妥適，提防後續比照效應；且需俱創意。所以須由三種公關理論交錯靈活伺機運用實施，才有成功之機會。

Taipower “Sixth Power Transmission and Substation Project” is an important national energy construction project. Comparing to previous five projects, this project has the longest execution period and the largest investment. The scope of this project includes new construction, expansion and improvement of the power transmission circuitry and various sizes of substations. Currently, all related activities such as land acquisition for substation construction, engineering design, construction project bidding and operation management, encounter enormous challenge of public protest and petition, which requires adequate handling and response strategy to overcome. The research method of this thesis is based upon three public relationship (PR) models (Grunig School of PR Theory, Toth & Heath PR Rhetoric School and Schultz PR IMC School). The structure of this thesis is comprised of author’s personal participation in handling a series of events occurred in Dafeng Substation including public protest during construction and responding to major operational incidences, communication method in on-going construction of Reiyen Substation, comparative analysis with corresponding approaches of foreign power companies in Japan, Korea, France and Germany, author’s accumulative experience in PR profession, literature analysis and observation in studying various response strategies. Some of the key conclusions of this research and investigation are the following: (1). Taipower should inform local residents before the construction of power transform substation. It is better to have a dedicated representative to continuously communicate with the local community for one to two years before the construction project takes place to establish the good relationship with the local community with trust. (2) Taipower arranged three different groups to handle issues of land acquisition, engineering design and construction separately. They need to have a consistent PR concept and horizontal connection, same understanding of the environment and morale situation, and PEST analysis technique in order to have an integral coherent communication channel. (3) Although each protest group has its own local characteristics, however, there is a tendency to learn from each other in terms of protest tactics and petition strategy. Taipower needs to handle each case with great care to prevent the same kind of protest and petition recurring again. The handling and response strategy must be creative and utilize all three PR theories dynamically and interchangeably to have a better chance to succeed.