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題名:公關專業的知識累積與傳承
作者:邱淑華
作者(外文):Shu-hwa Chiu
校院名稱:世新大學
系所名稱:傳播研究所(含博士班)
指導教授:黃新生
祝鳳岡
學位類別:博士
出版日期:2008
主題關鍵詞:公共關係知識移轉默會知識核心能力做中學師徒制public relationsknowledge transferringtacit knowledgecore competencelearning- by -doingand mentoring
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(2) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:101
本研究旨在探討「公關專業的知識累積與傳承」,並企圖回答「公關人員最重要的核心能力為何」、「核心能力如何培養與獲得」和「核心能力如何傳承」三個問題。本研究採用深度訪談法,資料蒐集期間為97年3-4月,研究對象為公關界專業人員,包括任職10年以上的高階主管、3至10年的中層主管,及2年以下的基層員工,總計訪談21人,受訪公司數,總計有7家。
研究結果發現公關人員最重要的核心能力有:「自主積極力」、「資訊掌握力」、「隨機應變力」、「企劃執行力」、「自我管控力」、「資源協調力」和「溝通表達力」等7項。而學習者對專家技能的培養與獲得,則是依循「共同化」、「外化」、「結合」和「內化」四種模式,從默會向外顯知識流動,進而內化成自身經驗。這種核心能力的傳承,「做中學」是公關產業最普遍可見的經驗傳承方式,「師徒制」則是老手與新手知識移轉最有效的途徑;而標準作業流程、活動專案或企劃執行後的報告書寫,都是眾人經驗之外顯呈現的結果。
本研究最後勾勒出公關人員的核心能力圖像,建議組織將個人核心能力與本身經營目標結合,才能確保在多變的市場環境,成功永續經營;並描述公關專業知識累積與傳承的過程,供組織知識管理參考;且提出核心能力為導向的人力培育,便利學界與業界知識相互援用。
本研究的發現,在教育方面,可作為未來公關教育課程規劃的參考;在研究方面,建議透過參與觀察,厚描組織內老手與新手的互動,及藉由個案研究方式,探討從業者工作經驗與日常生活如何交錯影響;在實務方面,可以從「培育組織成員核心能力」與「營造有利於默會知識分享的情境」兩方面著手。
In this study, the researcher examines the process of knowledge transferring in Public Relations (PR) professional, and tries to answer the following questions: what is the most important core competence that PR professional must have, how to get and develop this core competence, and how to pass down the core competence. During the period from March to April, 2008, the researcher used the method of in-depth interview to collect data. The sample consists of professionals in PR industry, which include top managers (tenure>10 years), middle managers (3 yrs>tenure > 7yrs), and staffs (tenure< 2yrs). The sample contains 21 interviewers and 7 companies.
The researcher concludes that there are 7 kinds of core competence that PR professionals should have; these important characteristics are abilities of: 1. Independent-aggressive 2. Information obtaining 3. Instant- action 4. Planning-implementation 5. Self-controlling 6. Resource allocation, and 7. Communication. In addition, learners in organizations follow Nonaka’s models, including Socialization, Externalization, Combination, and Internalization, to accumulate their knowledge. In these models, the learners gain knowledge from tacit knowledge to explicit knowledge, and then internalize knowledge to become their personal experiences. Also, the researcher finds out that learning –by- doing is the most popular way to transfer personal experiences in PR industries. Learning- by- doing contains two parts in which seniors can teach novices more efficiently. The first part is mentoring, which shows the relation between seniors and novices in different knowledge levels; the other part is writing proposals, which shows explicit knowledge based on experiences.
In the end of this study, the author develops the system of PR core competences, and suggests that these PR companies should combine employees’ personal core competences and objectives to maintain perpetual business in the changing environment. In addition, the author describes the process of transferring and accumulating knowledge in PR industry, hoping to offer guidelines for managing organizations. The author also suggests that these PR companies should develop the core competence-orientate training programs to ensure the collaboration of universities and companies.
In sum, the researcher points out that the conclusion of this study can help schools to plan their PR courses; also, this study, by the researcher’s involving and observation, describes the interaction of seniors and beginners, and examines the mutual effects of PR professionals’ work experience and their daily lives by case studies. For PR companies, the researcher states that these organizations can start from developing PR professionals’ core competences and forming the suitable environment for sharing tacit knowledge.
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