A Study of Role Adjustment and Coping Strategies in the Role-changing from the Reporter to Public Relation Specialist

• Main Authors: Huang,Chichen, 黃琪真
• Other Authors: Wu,Yichen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/05731958881015810130

碩士 === 輔仁大學 === 大眾傳播學研究所 === 100 === As the Internet gains power, the impact of newspaper and broadcast has gradually declined in presence. TV news has been criticized severely recently and thus caused high labor turnover rate for talented reporters. Therefore, more and more reporters have turned to serve the post of public relation specialist in the enterprise or related organization acquainted through interview experiences in the past. Meanwhile, the personal networks which reporters hold together and accumulate over a long period of time also help the company to announce press release, build the brand image quickly and to cope with crisis more effectively. By conducting in-depth interview with 9 public-relation specialists who used to be reporters and now serve in different industries including medical, financial, academic, governmental, technological, and non-profit institutions, and supplemented by secondary analysis, we discover the norm for the role adjustment and coping strategies in the role-changing from the reporter to public relation specialist. This research shows three main factors for a successful adjustment from a reporter to a public relation specialist: to adjust attitude and keep a low profile, to think with empathy and in a more comprehensive way, and to be able to communicate in both parallel and perpendicular way.