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

The Core Practices of Small and Medium-Sized Local Fine Food Restaurants' Media Public Relations: A Matched Exploratory Study of PR Practitioners and Journalists' Perspectives

10.29916/JMPP.201412_8(4).0003

蘇登呼(Teng-Hu Su)

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)

管理實務與理論研究

8卷4期（2014 / 12 / 01）

35 - 52

繁體中文

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.

1. 沈進成、廖若岑、周君妍(2005)。遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡爲例。戶外遊憩研究，18(3)，59-79。
   連結：
2. 康桓甄、陳正男、薛景慈、陳立真(2008)。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。
   連結：
3. 黃玉琴、曾永平、楊明青、余岱珈(2012)。紐奧良旅遊目的地之意象分析。戶外遊憩研究，25(3)，31-58。
   連結：
4. 盧淵源、蘇登呼、黃英忠(2011)。企業新聞報導傾向企業媒體公關－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。
   連結：
5. Aronoff, C.(1975).Newspapers and practitioners differ widely on PR role.Public Relations Journal,31(8),24-25.
6. Babbie, E. R.(1998).The practice of social research.Belmont, CA:Wadsworth.
7. Bartholomew, P. S.(1999).Food safety and the media: The case of vibrio vulnificus.Journal of Environmental Health,61(10),19-23.
8. Bradley, R. L.(2004).The connection between Public Relations and competitive advantage.Public Relations Quarterly,49(4),7-10.
9. Caudill, E.(2010).Intelligently designed: Creationism's news appeal.Journalism & Mass Communication Quarterly,87(1),84-99.
10. Crabtree, B. F.(Ed.),Miller, W. L.(Ed.)(1999).Doing qualitative research.Thousand Oaks, CA:Sage.
11. Desiere, S. E.,Sha, B. L.(2007).Exploring the development of an organizational approach to media relationships.Public Relations Review,33(1),96-98.
12. Gregor, H.(2013).The presentation of CEOs in economic downturn.Corporate Reputation Review,16(3),234-243.
13. Hayward, M. L. A.,Rindova, V. P.,Pollock, T. G.(2004).Believing one's own press: The causes and consequences of CEO celebrity.Strategic Management Journal,25(7),637-653.
14. Hunter, M. E.,Wassenhove, L. V. N.,Besiou, M.,Halderen, M. V.(2013).The agenda-setting power of stakeholder media.California Management Review,56(1),24-49.
15. Jo, S.,Kim, Y.(2004).Media of personal relations? Exploring media relations dimensions in South Korea.Journalism & Mass Communication Quarterly,81(2),292-306.
16. 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.
17. Kim, Y.,Bae, J.(2006).Korean practitioners and journalists: Relational influences in news selection.Public Relations Review,32(3),241-245.
18. Lincoln, Y. S.,Guba, E. G.(1985).Naturalistic inquiry.Newbury Park, CA:Sage.
19. Lubbers, C. A.(2005).Media relations in the travel and tourism industry: A coorientation analysis.Journal of Hospitality & Leisure Marketing,12(1-2),41-55.
20. Lupton, D.(2004).A grim health future: Food risks in the Sydney press.Health, Risk & Society,6(2),187-200.
21. Maxwell, J. A.(2005).Qualitative research design: An interactive approach.Thousand Oaks, CA:Sage.
22. 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.
23. 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.
24. 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 & Mass Communication Quarterly,80(3),583-602.
25. 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.
26. 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.
27. 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.
28. 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(3),241-264.
29. 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.
30. Wu, M. Y.,Taylor, M.(2003).Public relations in Taiwan: Roles, professionalism, and relationship to marketing.Public Relations Review,29(4),473-483.
31. Yoon, Y.(2005).A scale for measuring media relations efforts.Public Relations Review,31(3),434-436.
32. 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.
33. 周冠宏(2009)。碩士論文(碩士論文)。高雄市，國立中山大學傳播管理研究所。
34. 姚惠忠(2006)。公共關係學：原理與實務。台北市:五南圖書。
35. 郭毓婷(2006)。碩士論文(碩士論文)。新竹市，國立交通大學經營管理研究所。
36. 楊燕枝、陳巧捷(2013)。服務失誤、服務補救與顧客公開抱怨－植基於內容分析之實證研究。行銷評論，10(4)，425-440。
37. 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。
38. 羅文坤(1998)。媒體對企業形象之影響。民意研究季刊，205，41-66。

1. 劉仲矩、連宇婷(2018)。以Q方法探討企業公關服務美學認知類型。美容科技學刊，15(2)，5-22。