中小型餐飲業者之媒體關係管理：報導原因、互動模式、與報導之影響

Media Relations Management of Small and Medium-Sized Enterprises in Food and Beverage Industry: Cause of Reporting, Interaction Model, and the Reporting's Influence

10.6267/JTLS.2012.18(1)3

蘇登呼(Teng-Hu Su)；黃英忠(Ing-Chung Huang)

餐飲業 ； 中小企業 ； 媒體關係管理 ； 新聞報導 ； food and beverage industry ； small and medium-sized enterprises (SMEs) ； media relations management ； news reporting

觀光休閒學報

18卷1期（2012 / 04 / 01）

47 - 66

繁體中文

媒體報導有助中小型餐飲業者突破行銷資源不足的困境，隨著媒體對中小型餐飲業者的報導愈來愈多，中小型餐飲業者的媒體關係管理成為值得探究的議題，但過往並未對此進行研究。本研究旨在分析媒體報導中小型餐飲業者的原因、業者與媒體的互動模式、及報導對業者營運的影響。透過深度訪談16家中小型餐飲業者，本研究發現媒體報導的主因是業者的產品與特色以及後續衍生的消費者口碑與媒體口碑，業者採取被動配合媒體採訪的互動模式，缺乏主動跟媒體建立更深層關係的認知，而媒體報導雖然帶給業者許多營運上的正面效益，也帶來意外的負面效應。本研究歸納訪談結果提出11個研究推論供後續研究參考，最後則探討本研究的學術貢獻與實務管理意涵。

The mass media's news reporting is helpful for small and medium-sized enterprises (SMEs) from food and beverage industry to break the problem of lack of marketing resources. As the mass media pay more and more attention to SMEs from food and beverage industry, the study of these enterprises' media relations management becomes worthwhile. However, this issue has been overlooked by previous researchers. This study aims to analyze why some SMEs from food and beverage industry are chosen to be reported by the mass media, interaction model between the enterprise and the mass media, and the reporting's influence on the enterprise's operation. By interviewing with 16 SMEs from food and beverage industry, we found word-of-mouths of customer and mass media resulting from the enterprises' products and characteristics are main reasons that attract the mass media to report. The enterprises intend to follow the mass media's arrangement of interviews and don't try to establish deeper relations with the mass media after the reporting. Although the reporting brings some advantages to the enterprise's operation, it results in some unexpected disadvantages, too. According to the results, this study provides 11 research propositions for future studies and finally discusses the study's theoretical contributions and management implications.

1. 許順旺、邱瑜婷(2011)。國際觀光旅館餐飲部門組織正義、員工創新行為與績效表現之相關研究：以組織支持度為干擾變項。觀光休閒學報，17(1)，49-74。
   連結：
2. 陳相訓、羅玉潔、林佳蓉、曾瑞君(2007)。嚴重急性呼吸道症候群（SARS）對餐旅業之影響及應變措施分析。觀光餐旅評論，1(1)，105-129。
   連結：
3. 黃英傑，(1997，1 月30 日)，傑出公關去年營運繳出好成績，經濟日報，33 版。
4. 經濟部中小企業處，(2011)，99 年中小企業重要統計表【線上資料】，來源：http://www.moeasmea.gov.tw/ct.asp?xItem=9504&ctNode=689&mp=1 [2011, September 22]。
5. Adams, W. C.(1995).Marrying the functions: The importance of media relations in public affairs planning.Public Relations Quarterly,40(3),7-11.
6. Almanza, B. A.,Nelson, D. C.,Lee, M.-L.(2003).Food service health inspector's opinions on the reporting of inspections in the media.Journal of Environmental Health,65(10),9-14.
7. Babbie, E. R.(1998).The practice of social research (8th ed.).Belmont, CA:Wadsworth.
8. Bansal, P.,Clelland, I.(2004).Talking trash: Legitimacy, impression management, and unsystematic risk in the context of the natural environment.Academy of Management Journal,47(1),93-103.
9. Bartholomew, P. S.(1999).Food safety and the media: The case of vibrio vulnificus.Journal of Environmental Health,61(10),19-23.
10. Carroll, C. E.,McCombs, M.(2003).Agenda-setting effects of business news on the public's images and opinions about major corporations.Corporate Reputation Review,6(1),36-46.
11. Comrie, M.(1997).Media tactics in New Zealand's crown health enterprises.Public Relations Review,23(2),161-176.
12. Crabtree, B. F.(Ed.),Miller, W. L.(Ed.)(1999).Doing qualitative research (2nd ed.).Thousand Oaks, CA:Sage.
13. Deephouse, D. L.(2000).Media reputation as a strategic resource: An integration of mass communication and resource-based theories.Journal of Management,26(6),1091-1112.
14. Dennison, D.(1994).The advertising handbook for small business: Make a big impact with a small budget.Washington, NV:International Self-Counsel Press.
15. Desiere, S. E.,Sha, B. L.(2007).Exploring the development of an organizational approach to media relationships.Public Relations Review,33(1),96-98.
16. Eccles, R. G.,Vollbracht, M.(2006).Media reputation of the insurance industry: An urgent call for strategic communication management.The Geneva Papers,31(3),395-408.
17. Eisenhardt, K. M.(1989).Building theories from case study research.Academy of Management Review,14(4),532-550.
18. Gilkison, P.(1965).What influences the buying decisions of teen-agers?.Journal of Retailing,41,33-41.
19. Gitlin, T.(1980).The whole world is watching: Mass media in the making and unmaking of the new Left.Berkeley, CA:University of California Press.
20. 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.
21. Kiousis, S.,Popescu, C.,Mitrook, M.(2007).Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective.Journal of Public Relations Research,19(2),147-165.
22. Lamertz, K.,Baum, J. A. C.(1998).The legitimacy of organizational downsizing in Canada: An analysis of explanatory media accounts.Canadian Journal of Administrative Sciences,15(1),93-107.
23. Lincoln, Y. S.,Guba, E. G.(1985).Naturalistic inquiry.Newbury Park, CA:Sage.
24. Lupton, D.(2004).A grim health future: Food risks in the Sydney press.Health, Risk & Society,6(2),187-200.
25. Maxwell, J. A.(2005).Qualitative research design: An interactive approach (2nd ed.).Thousand Oaks, CA:Sage.
26. Pollock, T. G.,Rindova, V. P.(2003).Media legitimation effects in the market for initial public offering.Academy of Management Journal,46(5),631-642.
27. 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.
28. 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.
29. Sonnenfeld, S.(1994).Media policy: What media policy?.Harvard Business Review,72(4),18-32.
30. 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.
31. Wu, M. Y.,Taylor, M.(2003).Public relations in Taiwan: Roles, professionalism, and relationship to marketing.Public Relations Review,29(4),473-483.
32. Yoon, Y.(2005).A scale for measuring media relations efforts.Public Relations Review,31(3),434-436.
33. 于宗先、王金利(2000)。台灣中小企業的成長。台北:聯經。
34. 吳恬儀(2009)。媒體廣告營收大調查（廣播及廣播代理）：積極淘金誰最強？。動腦雜誌，399，68-72。
35. 周冠宏(2009)。國立中山大學傳播管理研究所。
36. 邱家緯(2009)。媒體廣告營收大調查（雜誌）：營收模式超線戰。動腦雜誌，399，52-58。
37. 姚惠忠(2006)。公共關係學：原理與實務。台北:五南。
38. 柯文華、趙婉瑜、林俊伯(2010)。探討高職餐飲科學生營養知識、態度與飲食行為及影響因素。輔仁民生學誌，16(1)，1-23。
39. 胡幼慧編(2003)。質性研究：理論、方法及本土女性研究實例。台北:巨流。
40. 徐海琳(2009)。媒體廣告營收大調查（電視）：誰最會出賣明星？。動腦雜誌，399，47-51。
41. 梁鴻民(2007)。中小企業經營管理。台北:高立圖書。
42. 陳一香(2007)。公共關係：理論、策略與應用。台北:雙葉書廊。
43. 詹佩文(2006)。中國文化大學觀光事業研究所。
44. 編輯部(2009)。媒體廣告營收大調查（報紙）：服務多元誰第一？。動腦雜誌，399，60-62。
45. 蕭富峰(1993)。中小企業行銷術（四十二）：媒體運作法。商業周刊，293，56。
46. 羅文坤(1998)。媒體對企業形象之影響。民意研究季刊，205，41-66。
47. 蘇蘅、牛隆光、黃美燕、趙曉南(2000)。台灣報紙轉型的問題與挑戰：提供讀者更好的選擇？。新聞學研究，64，1-32。

1. 邱若芷(2013)。咖啡體驗經濟對經營供需面的關聯性影響。美和學報，32(1)，177-210。