倡議型非營利組織的公共關係策略研究

Abstract

非營利組織在台灣蓬勃發展後，爲求組織的生存與使命的達成，非營利組織也必須重視公共關係功能的發揮。尤其是倡議型非營利組織的使命在於倡導某種理念或政策，更需妥善經營公共關係。 本研究以倡議型非營利組織作爲研究對象，針對「消費者文教基金會」(Consumer`s Foundation, Chinese Taipei)及「台灣醫療改革基金會」(Taiwan Healthcare Reform Foundation)兩個倡議型非營利組織個案，探討其公共關係策略之實務運作。此研究結果可作爲其他非營利組織從事公共關係實務之參考，並據以提出針對非營利組織公共關係策略運作之建議。 研究發現，消基會的公共關係在組織中並未發揮管理或決策制定的功能，屬於被動型態的公共關係。消基會身爲一個規模相對較大的倡議型組織，在面對複雜程度較低的議題時，多半採取公共資訊模式；在面對複雜程度較高的議題時，則採取雙向不對等爲主要的公關溝通模式。消基會善於利用多元的公共關係工具，但缺乏對組織公共關係的整體策略規劃。 公共關係功能在醫改會的決策過程中扮演很重要的角色。活動公關組及教育宣導組相輔相成，成爲醫改會與外環境、及組織內部間的溝通橋樑。由於醫改會倡導議題的專業程度極高，須特別重視與組織外界的意見交換，故會依議題之所需，以雙向對等或不對等的公共關係爲主要運作模式。醫改會的公共關係策略能配合組織發展的不同時期而有不同的操作重點。

This study explores the public relations strategies adopted by advocacy non-profit organizations in Taiwan, using the cases of Consumers’ Foundation and Taiwan Healthcare Reform Foundation. Public relations activities of Consumers’ Foundation, being passive type, do not play management or decision making role. When facing with relative simple issues, Consumers’ Foundation adopts public information model of public relations strategy. Consumers’ Foundation adopts two-way asymmetric model of public relations strategy when facing with complex issues. Public relations function in Taiwan Healthcare Reform Foundation plays a very important decision making role. Section of Activities and Public Relations and Section of Education and Promotion become the communication bridge of Taiwan Healthcare Reform Foundation and its outer environment and inner environment. Taiwan Healthcare Reform Foundation adopts two-way asymmetric model as well as symmetric model of public relations strategy. The public relations strategies of Taiwan Healthcare Reform Foundation put different emphasis in its different development stages.