本課程旨在系統性地介紹公共關係的理論、策略與實務應用。課程內容將涵蓋公共關係的基本概念、運作的理論基礎、策略企劃與執行、訊息與媒體策略規劃，並深入探討危機管理與網路時代的公關挑戰與應用。期望學生能將理論知識與研究實例相結合，培養出分析、規劃、執行與評估公關專案的專業能力，以應對快速變動的社會與媒體環境。This course aims to systematically introduce theories, strategies and practical applications of public relations. The course content will cover the basic concepts of public relations, the theoretical basis of operations, strategic planning and execution, information and media strategy planning, and in-depth exploration of public challenges and applications in the crisis management and the Internet era. It is expected that students can combine theoretical knowledge with research examples and cultivate professional abilities in analyzing, planning, execution and evaluation of public relations projects to meet a rapidly changing social and media environment.
孫秀蕙（2016）。公共關係：理論、策略與研究實例。臺北市：五南圖書出版股份有限公司。
Sun Xiuhui (2016). Public relations: theory, strategy and research examples. Taipei City: Wunan Book Publishing Co., Ltd.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 出席率和課堂練習出席率和課堂練習 Attendance and class practice |
50 | |
| 期末報告期末報告 Final report |
50 | 本報告旨在讓同學深入應用本學期所學的公共關係理論與策略，透過分析真實世界的個案，學習擬定一套完整的整合行銷溝通計畫。同學將以小組形式，擇一新聞事件、企業產品、政府政策或其他組織為分析對象，從公關角度出發，進行現況評估，並提出包含危機管理、行銷宣傳、品牌形象塑造等面向的具體策略。 |
