本研究主要目的，在於了解寺廟節慶活動時的公關宣傳策略運用情形，並以台北市保安宮為本研究之調查對象;因台北市保安宮為全省最大規模之保生大帝廟宇，堪稱為台北三大廟之一，其每年保生大帝聖誕日皆吸引許多香客及遊客前往參拜，因此保生大帝之聖延日對保安宮而言其公關宣傳的策略便顯得相當重要。 本文藉由訪談法的方式來了解保安宮宣傳策略的應用方式，並且再以觀光的角度，來規劃屬於保安宮自有之節慶活動型態。其研究結果顯示，保安宮節慶活動之公關宣傳略已略具雛形，然而尚有部分不足之處，如保安宮缺乏對施行社及其他特殊組織(如:木雕、石雕組織、歷史協會等團體)之宣傳，以及只重礽在報紙媒體的宣傳而忽略其他雜誌平面媒體等缺失。

　　　　　 The purpose of this study is to examine how the Pao-An Temple applied PR (Pblic relation) strategy in the festival activities. Basically, Pao-An Temple is the biggest "Pao-shen Ta-ti" (God of Healing) temple in Taiwan. On the God's birthdays, there will be many pilgrims and visitors coming to the occasion. So the application of PR strategies for Pao-An Temple is very important. This study was mainly conducted by interview and field observation. The result showed that Pao-An Temple had applied some PR concepts in the related festival activities. However, there still have some weakness, such as no PR activities connected with Travel agency or some special associations (for example Woodcarving-association, stone carving-association and social-organization). Besides, in media planning, pay more attention in newspaper than other media could be improved.