篇名 | 企業社會責任導向之公關策略對組織─公眾關係之影響 |
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卷期 | 37 |
並列篇名 | The Impact of Corporate Social Responsibility Oriented Public Relations Strategy on Organization-public Relationships |
作者 | 劉正道 |
頁次 | 053-078 |
關鍵字 | 公關策略 、 企業社會責任 、 組織─公眾關係 、 public relations strategy 、 corporate social responsibility 、 organization-public relationships |
出刊日期 | 201201 |
本研究試圖建構企業社會責任導向之公關策略,並檢視此一策略對組織─公眾關係的影響。根據隨機抽樣電訪二百八十八位新五都民眾之看法,顯示擬訂企業社會責任導向之公關策略,雖可從「自發導向」、「道德導向」及「經濟導向」等方向來加以考量,但依其重要性之排序,分別為「自發導向」及「道德導向」之公關策略會對組織─公眾關係造成影響。
This study attempts to construct corporate social responsibility (CSR) oriented public relations strategies and examine the impacts of such strategies on organization-public relationships. By randomly surveying 288 residents of five major cities in Taiwan via CATI, the results indicated although constructing CSR-oriented public relations strategies can consider discretionary-based, ethical-based and economic-based directions, but in terms of its importance in sequence, only discretionary-based and ethical-based public relations strategies can influence organization-public relationships.