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題名：中小型地方美食業者之媒體公關核心工作--業者與記者觀點比較
書刊名：管理實務與理論研究
作者：蘇登呼 引用關係
作者(外文)：Su, Teng-hu
出版日期：2014
卷期：8:4
頁次：頁35-52
主題關鍵詞：地方美食；餐飲業；媒體公關；中小企業；Local fine food；Restaurant industry；Media public relations；Media PR；Small and medium-sized enterprises；SMEs
原始連結：連回原系統網址new window
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  • 共同引用共同引用:95
  • 點閱點閱:20
媒體公關是企業公關的重要工作，過往研究傾向從公關人員角度探討媒體公關的核心工作，忽略同時分析記者的角度以及比較兩者觀點差異，也缺乏對特定產業及中小企業的研究。本研究以近十多年來受國內媒體關注的中小型地方美食業者為研究對象，分析比較業者與記者對媒體公關核心工作的看法，以填補過往研究缺口並提供實務管理建議。根據對12位業者相關人員以及6位記者的深度訪談分析發現，業者與記者都指出配合記者採訪流程、誠實提供資訊、以及擁有好的餐飲品質與特色的重要性，但記者另外強調主動提供資訊、培養媒體知識、舉辦行銷與公關活動、以及經營與記者的平時關係，顯示兩者觀點有明顯差異，業者應參考記者觀點改善現行作法。
Media Public Relations (Media PR) is an important part of public relations. However, previous studies have tended to study the core practices of Media PR from the perspective of PR practitioners and ignore the perspective of journalists as well as lack a comparison of PR practitioners and journalists' perspectives. Moreover, the study of a specific industry and small and medium-sized enterprises' Media PR has been overlooked. This study aims to analyze and compare the perspectives of journalists and practitioners in charge of Media PR from small and medium-sized local fine food restaurants on the core practices of Media PR. According to the data of in-depth interviews from 12 practitioners and 6 journalists, both of practitioners and journalists indicated the importance of following the journalist's arrangement of interview, providing information to journalists honestly, and owning good products and characteristics. Unlike practitioners, however, journalists emphasized extra practices, including actively providing information to journalists, learning media knowledge, initiating marketing and PR activities, and managing regular relationship with journalists. The results showed the obvious difference between practitioners and journalists on the core practices of Media PR and the restaurants' current practices of Media PR should be improved by referring to the journalist's suggestions.
期刊論文
1.Hunter, M. L.、Van Wassenhove, Luk N.、Besiou, M.、Van Halderen, Mignon(2013)。The Agenda-Setting Power of Stakeholder Media。California Management Review，56(1)，24-49。  new window
2.康桓甄、陳正男、薛景慈、陳立真(20080900)。以標竿管理建立海鮮餐廳之最佳實務與標準典範--以澎湖A餐廳為例。管理實務與理論研究，2(3)，148-158。new window  延伸查詢new window
3.黃玉琴、曾永平、楊明青、余岱珈(20120900)。紐奧良旅遊目的地之意象分析。戶外遊憩研究，25(3)，31-58。new window  延伸查詢new window
4.楊燕枝、陳巧捷(2013)。服務失誤、服務補救與顧客公開抱怨--植基於内容分析之實證研究。行銷評論，10(4)，425-440。new window  延伸查詢new window
5.羅文坤(19980700)。媒體對企業形象之影響。民意研究季刊，205，41-66。  延伸查詢new window
6.Aronoff, C.(1975)。Newspapers and practitioners differ widely on PR role。Public Relations Journal，31(8)，24-25。  new window
7.Bartholomew, P. S.(1999)。Food safety and the media: The case of vibrio vulnificus。Journal of Environmental Health，57(10)，19-23。  new window
8.Caudill, E.(2010)。Intelligently designed: Creationism's news appeal。Journalism & Mass Communication Quarterly，87，84-99。  new window
9.Gregor, H.(2013)。The presentation of CEOs in economic downturn。Corporate Reputation Review，16，234-243。  new window
10.Johnson, E. A.、Sallot, L. M.(2006)。The gatekeeper interview assignment: Teaching public relations students how to write for the news media and to conduct media relations effectively。Journalism & Mass Communication Quarterly，61(2)，165-178。  new window
11.Kim, Y.、Bae, J.(2006)。Korean practitioners and journalists: Relational influences in news selection。Public Relations Review，32(3)，241-245。  new window
12.Lupton, D.(2004)。A grim health future: Food risks in the Sydney press。Health, Risk & Society，6(2)，187-200。  new window
13.Mazzocchi, M.(2006)。No news is good news: Stochastic parameters versus media coverage indices in demand models after food scares。American Journal of Agricultural Economics，88(3)，727-741。  new window
14.Park, D. J.、Berger, B. K.(2004)。The presentation of CEOs in the press, 1990-2000: Increasing salience, positive valence, and a focus on competency and personal dimensions of image。Journal of Public Relations Research，16(1)，93-125。  new window
15.Shin, J. H.、Lee, J.、Park, J.(2012)。Perceptual dynamics of pluralistic ignorance and social distance: Public Relations practitioners and journalists in South Korea。Asian Journal of Communication，22(1)，19-43。  new window
16.Siu, W. S.(2005)。An institutional analysis of marketing practices of small and medium-sized enterprises (SMEs) in China, Hong Kong and Taiwan。Entrepreneurship & Regional Development，17(1)，65-88。  new window
17.Waters, R. D.、Tindall, N. T. J、Morton, T. S.(2010)。Media catching and the journalist-public relations practitioner relationship: How social media are changing the practice of media relations。Journal of Public Relations Research，22，241-264。  new window
18.Zhang, A.、Shen, H.、Jiang, H.(2009)。Culture and Chinese public relations: A multi-method 'inside out' approach。Public Relations Review，35(3)，226-231。  new window
19.Desiere, S. E.、Sha, B. L.(2007)。Exploring the Development of an Organizational Approach to Media Relationships。Public Relations Review，33(1)，96-98。  new window
20.Wigley, S.、Zhang, W.(2009)。PR Gets Personal: A Framing Analysis of Coverage Before and After a Source's Criticism of the Media。Public Relations Review，35(3)，304-306。  new window
21.Yoon, Y.(2005)。A Scale for Measuring Media Relations Efforts。Public Relations Review，31(3)，434-436。  new window
22.沈進成、廖若岑、周君妍(20050900)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究--以華山咖啡為例。戶外遊憩研究，18(3)，59-79。new window  延伸查詢new window
23.Hayward, Mathew L. A.、Rindova, Violina P.、Pollock, Timothy G.(2004)。Believing one's own press: The causes and consequences of CEO celebrity。Strategic Management Journal，25(7)，637-653。  new window
24.盧淵源、蘇登呼、黃英忠(20111200)。企業新聞報導傾向與企業媒體關係管理：財經雜誌TFT-LCD面板廠新聞之內容分析。中山管理評論，19(4)，801-832。new window  延伸查詢new window
25.Wu, M.,、Taylor, M.(2003)。Public relations in Taiwan: Roles,professionalism,and relationship to marketing。Public Relations Review，29(4)，473-483。  new window
26.Lubbers, C. A.(2005)。Media Relations in the Travel and Tourism Industry: A Coorientation Analysis。Journal of Hospitality and Leisure Marketing，12(1/2)，41-55。  new window
27.Bradley, R. L.(2004)。The Connection between Public Relations and Competitive Advantage。Public Relations Quarterly，49(4)，7-10。  new window
28.Jo, S.、Kim, Y.(2004)。Media of Personal Relations? Exploring Media Relations Dimensions in South Korea。Journalism and Mass Communication Quarterly，81(2)，292-306。  new window
29.Sinaga, S.、Callison, C.,(2008)。Credibility of PR Practitioners: The Impact of Professional Journalism Background on Trustworthiness, Expertness, and Homophily Evaluations。Public Relations Review，34(3)，291-293。  new window
30.Shin, J. H.、Cameron, G. T.(2003)。The Potential of Online Media: A Coorientational Analysis of Conflict between PR Professionals and Journalists in South Korea。Journalism and Mass Communication Quarterly，80(3)，583-602。  new window
學位論文
1.周冠宏(2009)。報紙消費新聞的產製與變遷：以《自由時報》週末生活版為例(碩士論文)。國立中山大學。  延伸查詢new window
2.郭毓婷(2006)。美食餐廳資訊搜尋者之網路資訊搜尋行為及其影響因素之研究(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.蕭文億(2011)。企業公共關係--創造雙贏的溝通時代。台北市：鼎茂圖書。new window  延伸查詢new window
2.姚惠忠(2006)。公共關係學：原理與實務。台北市：五南圖書。  延伸查詢new window
3.Maxwell, J. A.(2005)。Qualitative research design: An interactive approach。Thousand Oaks, CA：Sage。  new window
4.Lincoln, Yvonna S.、Guba, Egon G.(1985)。Naturalistic Inquiry。Sage。  new window
5.Babbie, Earl Robert(1998)。The Practice of Social Research。International Thomson Publishing：Wadsworth。  new window
圖書論文
1.Kuzel, A. J.(1999)。Sampling in Qualitative Inquiry。Doing Qualitative Research。Thousand Oaks, CA：Sage。  new window
2.Miller, W. L.、Crabtree, B. F.(1999)。Depth Interviewing。Doing Qualitative Research。Thousand Oaks, CA：Sage。  new window
 
 
 
 
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