平台型房仲企業 新聞價值共創之PRMAC架構

Abstract

本研究聚焦於平台型房仲企業如何透過「趨勢型新聞」進行媒體曝光、參與議題設定，透用價值共創理論分析，發展出「新聞價值共創」之理論模型。研究者具備新聞媒體專業與企業發言人雙重背景，長期觀察媒體與企業之間的互動變化，特別是在數位媒體快速發展與內容需求倍增的情境下，企業如何轉變為主動新聞供應者，成為產業趨勢的發聲平台。 本研究發現，相較於傳統以產品為導向的行銷型新聞，趨勢型新聞因具備資料客觀性、時事連結與公共性，更能獲得媒體青睞，成為提高媒體刊登意願與公眾關注度的有效策略。房仲平台企業藉由龐大交易數據與市場觀察，主動產製具新聞價值的報告與分析，建立自身為「市場觀察者」與「知識提供者」的專業形象，也成功與媒體共構議題，影響輿論走向。 本研究採用質性研究方法，透過深度訪談與個案分析，探索平台型企業、媒體與公眾三方之間，在新聞內容產製過程中的互動模式與價值交換關係，進而發展一套具體的「新聞價值共創 PRMAC架構」，作為企業公關策略與媒體溝通的實務指引，協助企業在品牌形象、媒體關係與社會影響力三者間達成平衡與共贏。

This study focuses on how platform-based real estate enterprises utilize trend-driven news to gain media exposure, participate in agenda-setting, and apply the concept of value co-creation to develop a theoretical model of “news value co-creation.” The researcher, with a dual background in journalism and corporate public relations, has long observed the evolving dynamics between media and corporations—particularly how, in the era of rapidly growing digital media and increasing content demands, corporations are transforming into proactive news providers and becoming influential voices within their industries.

The findings suggest that compared to traditional product-oriented press releases, trend-driven news—due to its objectivity, relevance to current events, and public interest—is more favored by the media and serves as an effective strategy to increase news coverage and public attention. Real estate platform companies leverage extensive transaction data and market insights to proactively produce newsworthy reports and analyses, thereby establishing themselves as professional "market observers" and "knowledge providers." In doing so, they collaborate with the media to shape public discourse and influence opinion trends.

Adopting a qualitative research methodology, this study employs in-depth interviews and case analysis to explore the interaction patterns and value exchange relationships among platform-based enterprises, media, and the public in the news production process. The research further develops the PRMAC framework of News Value Co-Creation Model as a practical for corporate public relations strategies and media communication. The framework serves as a guide to help businesses achieve a balance and win-win relationship among brand image, media relations, and social influence.