| Summary: | 碩士 === 中國文化大學 === 新聞學系 === 100 === News reports are almost the main way to receive information for most people. Through news reports, we can know the overview of the activities in the society. In order to attract more people to pay attention to certain issues, many institutions will make use of various public relations to expose the news of activiy. Therefore, they will release a series of publicist press release to allow the media to report it or they will operate the issues to highlight the correlation between the event in question and the public in order to attract the people to pay attention to it.
As to the cultural and educational news, the operation of issues is to construct gradually the public’s impression on the basis of the method of accumulation. Therefore, in order to understand the mode of operation of the public relations in news service with respect to the cultural and educational news, the present study takes the ‘ETS TOEIC Scholarship Program (Taiwan)’ as the subject of study and attempts to investigate, through an analysis of content and an in-depth interview, the news exposing of ‘‘ETS TOEIC Scholarship Program (Taiwan)’ and the difference between the released news and exposed news.
According to the results of the present study, it shows there is no significant difference between the released news and exposed news. It reflects that the reporters have a weaker dominant force with respect to the content of news and it’s quite often to find two or more news are written together as a report. For the writing of the news to be released, some certain issues will be selected as the overall content of issues and the narrative elements of news will be emphasized. And, the bureau in charge of the writing of the news to be exposed also indicates that most of the reporters will choose the released news that has more narrative elements. From this, we see the importance of the news with narrative elements. Therefore, it needs to pay attention to create more news values in the news. The public relations staff should present more news with interesting and narrative elements while releasing news in order to attract more media and reporters to report the news. Besides, in order to allow the main issues to be correctly exposed, in addition to the writing and editing of the news to be released, the communications between the public relations staff and reporters are required so that the media reporters can have a better understanding of the overall contents of the event or activity in question.
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