本課程旨在使學生學習策略傳播-公眾關係的理論基礎、實務應用與策略傳播思維。課程內容涵蓋組織形象建構、危機溝通、媒體關係、社群經營與利益關係人管理。
本課程將透過公關與新聞個案分析、模擬演練與團隊專案，培養分析、策劃與執行公共關係策略的能力，並建立具倫理與社會責任的公關觀。

This course aims to enable students to learn the theoretical foundation, practical application and strategic communication thinking of strategic communication-public relations. The course content covers organizational image construction, crisis communication, media relations, community management and stakeholder management.
This course will cultivate the ability to analyze, plan and implement public relations strategies through public relations and news case analysis, simulation exercises and team projects, and establish an ethical and socially responsible public relations concept.

1. Cutlip, S. M., Center, A. H., & Broom, G. M. (2013). Effective Public Relations (11th ed.). Pearson.
2. Coombs, W. T. (2019). Ongoing Crisis Communication: Planning, Managing, and Responding. SAGE.
3. Heath, R. L. (Ed.). (2010). The SAGE Handbook of Public Relations. SAGE.
4.黃兆璽(2025).風暴思維-危機管理理論與韌性治理行動思考策略。

1. Cutlip, S. M., Center, A. H., & Broom, G. M. (2013). Effective Public Relations (11th ed.). Pearson.
2. Coombs, W. T. (2019). Ongoing Crisis Communication: Planning, Managing, and Responding. SAGE.
3. Heath, R. L. (Ed.). (2010). The SAGE Handbook of Public Relations. SAGE.
4. Huang Zhaoxi (2025). Storm thinking-crisis management theory and resilience governance action thinking strategies.