臺灣博碩士論文加值系統

Public relation provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Their aim is often to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about the company, its leadership, products or political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication. The purpose of this study is determining the status of HD Bank's PR Activities through the evaluation of internal staffs, customers, social activist and authorities. Since then, complete PR activities in order to improve competitiveness of HD Bank. Descriptive statistic analysis, factor analysis, reliability analysis, and regression analysis were used to understand the characteristics of each variable, to identify the underlying variables, and to see the main and interaction effects of categorical variables on multiple dependent interval variables.
The analysis results suggest that Publications, Events, News, Lobbying, Community Relations, and Social Investments impact the efficiency of public relations of HD bank. And “Publications”, “Events”, and “Social Investments” are crucial focus factors impact to efficiency of public relations of HD bank.

Public relation provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Their aim is often to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about the company, its leadership, products or political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication. The purpose of this study is determining the status of HD Bank's PR Activities through the evaluation of internal staffs, customers, social activist and authorities. Since then, complete PR activities in order to improve competitiveness of HD Bank. Descriptive statistic analysis, factor analysis, reliability analysis, and regression analysis were used to understand the characteristics of each variable, to identify the underlying variables, and to see the main and interaction effects of categorical variables on multiple dependent interval variables.
The analysis results suggest that Publications, Events, News, Lobbying, Community Relations, and Social Investments impact the efficiency of public relations of HD bank. And “Publications”, “Events”, and “Social Investments” are crucial focus factors impact to efficiency of public relations of HD bank.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables VI
Figures VIII
Chapter1 Introduction 1
1.1 Background and Motivation of the Research 1
1.2 Purpose and Objectives of the Study 3
1.3 Research Procedure 4
1.4 Definition of Terms 5
Chapter 2 Literature Review 7
2.1. Public Relations 7
2.1.1 The concept of PR. 7
2.1.2 The main activities in public relations. 9
2.2 The Theory of Public Relations 11
2.3 Model for Advocacy in Public Relations 12
2.4 Public Relations Framework 14
2.4.1 Interpersonal communication framework. 14
2.4.2 Personal influence framework. 15
2.4.3 Personal influence and the notion of face-work. 16
2.4.4 Ethical framework: main objectives of applying personal influence. 17
2.4.5 Cross-cultural framework. 20
2.5 Tools of PR (PENCILS) 21
2.6 Measuring Public Relations Effectiveness 24
Chapter 3 Research Methodology 25
3.1 Research Design 25
3.1.1 Preliminary research. 25
3.1.2 Formal research. 26
3.2 Methods of Investigation and Interviews 26
3.2.1 Survey methodology. 27
3.2.2 The questionnaire and scale. 27
3.3 Research Framework 28
3.4 Research Hypothesis 28
3.5 Object and Scope of the Study 29
3.6 Population and Sample 29
3.7 Data Analysis Techniques and Procedure 30
Chapter 4 Research Results and Analysis 31
4.1 Overview of the HD Bank 31
4.1.1 HD bank structure. 32
4.1.2 Advantages and challenges of HD bank 32
4.2 Business Results of HD bank 33
4.3 Descriptive Statistics Analysis on Sample Structure 35
4.4 Descriptive Statistics on the Factors Affecting the Efficiency of Public Relations 37
4.5 Assessing the Credibility of the Scale 38
4.6 Factors affecting the Efficiency of Public Relations 40
4.6.1 Factor analysis. 40
4.6.2 The correlation analysis. 44
4.6.3 Regression. 45
4.7 T-test Analysis on Respondent Background and PR Tools 47
4.8 ANOVA Analysis on Respondent Background and PR Tools 52
4.9 T-test Analysis on Respondent Background and the Efficiency of Public
Relations 61
4.10 ANOVA Analysis on Respondent Background and the Efficiency of Public Relations 62
Chapter 5 Conclusions and Suggestions 66
5.1 Conclusion 66
5.2 Suggestions 67
5.2.1 Promote internal PR. 67
5.2.2 Building a good relationship with the government, investors. 68
5.2.3 To promote the function of PR in brand building. 70
5.2.4 Diversification website content and promotion of online PR. 71
5.2.5 To promote the core PR. 72
5.2.6 Building a team of PR professionals. 73
5.2.7 To develop overall PR strategy and assessment every year. 75
5.2.8 Manage media relations. 76
References 77
Appendix 1 80
Appendix 2 81
Appendix 3 89

Alison, T. (2004). The Public Relations Handbook, Taylor &; Francis e-Library.
Bruning, S. D. &; Ledingham, J. A. (2000). Perceptions of relationships and evaluations of satisfaction: An exploration of interaction, Public Relations Quarterly. 26(1), 81–95.
Coombs, T. (2001). Interpersonal communication and public relations. In Heath, R. (Ed.), Handbook of Public Relations (p.105–114). Thousand Oaks, CA: Sage Publications.
Cutlip, S. M., Center, A. H., &; Broom, G. M. (1985). Effective Public Relations. Englewood Cliffs, NJ: Prentice-Hall.
Dozier, D. M., &; Repper, F. C. (1992). Research firms and public relations practices. In J. E. Grunig (Ed.), Excellence in Public Relations and Communication Management (p.185–215). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Ehling, W. P. (1992). Estimating the value of public relations and communication to an organization. In J. E. Grunig (Ed.), Excellence in Public Relations and Communication Management (p.616–638). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Grunig, J. E. (2001). Two-way symmetrical public relations: Past, present, and future. In R. H. Heath &; G. M. Vasquez (Eds.), Handbook of Public Relations (p. 11–30). Thousand Oaks, CA: Sage Publications.
Grunig, J. E., &; Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart &; Winston. 550 p.
Hanson, R. E. (2008). Mass communication: Living in a media world. (2nd). Support and Control of the Media. (p. 451–464). Washington, DC: CQ Press.
Hon, L. (1997). Demonstrating effectiveness in public relations: Goals, obiectives, and evaluation. Paper presented at the Association for Education of Jouralism and Mass Communication, Chicago.
Huang, Y. (2000). The personal influence model and Gao Guanxi in Taiwan Chinese public relations. Public Relations Review, 26(2), 219–236.
Hung, C. F. (2007). Toward the theory relationship management in public relations: How to cultivate quality relationships? In Toth, E. (Ed.), The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation (p. 443–476). London: Lawrence Erlbaum.
Hutton, J. G. (2001). Defining the Relationship Between Public Relations and Marketing.
Kent, M. L., &; Taylor, M. (1999). When public relations becomes government relations. Public Relations Quarterly, 44(3), 18–22.
Lauzen, L. &; David, M. D. 1994, Issues management mediation of linkages between environmental complexity and management of the public relations function. Journal of Public Relations Research 6, pp. 163–184.
Manscill, K. C., Freeman, C. R., &; Wright, D. (2008). Presidents of the Church: The Lives and Teachings of the Modern Prophets. p. 221–250. Springville, UT: CFI.
Montgomery, B. M., &; Baxter, L. A. (1998). Dialectical Approaches to Studying Personal Relationships. 193 p. Mahwah, NJ: Lawrence Erlbaum Associates.
Nielsen, B. (2006). The singular character of public relations in a global economy. Lecture delivered at the Annual Distinguished Lecture of the Institute for Public Relations, London, October 11, 2006. (p. 1–21).
Murphy, P. (1991). The limits of symmetry: A game theory approach to symmetric and asymmetric public relations. Public Relations Research Annua 3, pp. 115–31.
O’Neill, H. W. (1984). How opinion surveys can help public relations strategy. Public Relations Review. 10. 3-12.
Rhee, Y. (2001). Interpersonal communication as an element of symmetrical public relations: A case study. In Toth, E. (Ed.). The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation (p. 103–118). London: Lawrence Erlbaum.
Robert L. H. (1992). Critical perspectives on public relations. Rhetorical and Critical Approaches to Public Relations.
Ruth, E. (2002). Toward an ethical framework for advocacy in public relations. Journal of Public Relations Research, 14(1), 1–26.
Schriner, M. (2008). The public role model in public relations: An integrated approach to understanding personal influence in the public arena. International Public Relations Congress, October 16-18, 2008, Milan Italy.
Shiou, H. S. (1994). Rethinking the ‘the Model of Two-Way Symmetrical Communication’ in public relations theory. Paper presented to the R.O.C. Academic Conference on Advertising and Public Relations, Taipei.
Sriramesh, K. (1996). Power distance and public relations: An ethnographic study of southern Indian organizations. In Culbertson, H. M., (Ed.) International Public Relations: A Comparative Analysis (p. 171–190). Mahwah, NJ: Lawrence Erlbaum.
Sriramesh, K. (2007). The relationship between culture and public relations.
Stacks, D. W. (2002). Management in research in public relations (p. 1–30). Ethical concerns in public relations research (p. 31–51), informal methods of observing people: In-depth interviews (p. 84–107), &; Case studies (p. 73–81). In Primer of Public Relations Research. New York: The Guilford Press.
Thomas, H. B. (1987). Applying ethical theory to public relations. Journal of Business Ethics 6, pp. 195–200.
Yudarwati, G. A. (2008). Personal influence model of public relations: A case study in Indonesia’s mining industry. International Public Relations Congress, October 16-18, 2008, Milan Italy.