Type of Credit: Elective
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Number of Students
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At a graduate-level, this course is aimed to enable students to achieve a sophisticated level of mastery in the broad area of public communication and crisis management, by requiring intensive reading and active class participation.
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能力項目說明
The goals of the course are: (1) to develop understanding of public relations and communication management, its process, and its impact; (2) to cultivate ability in critical thinking about the complicated theoretical and practical issues involved in this area’s developments; and (3) to sharpen problem-solving abilities through case study exercises and assignments.
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
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The schedule and other parts of the syllabus are subject to change, as the professor deems appropriate.
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W1 |
2/24 |
Course Overview.
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W2 |
3/2 |
Defining PR. 定義公關 Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies & Tactics (11th ed.). Boston, MA: Allyn & Bacon. Chapters 1 & 2. Resources: Public Relations Society of America (PRSA) at https://www.prsa.org/about International Public Relations Assoc. (IPRA) at https://www.ipra.org/history/ipras-story/ International Assoc. of Business Communicators (IABC) at https://www.iabc.com/About PR Week, at https://www.prweek.com/asia PR Week Asia, at https://www.prweek.com/asia
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W3 |
3/9 |
Corporate PR & Media Relations. 企業公關與媒體公關 Lattimore, D., Basking, O., Heiman, S. T., Toth, E.L. & Van Leuven, J.K. (2011). Public Relations: The Profession and the Practice (4th ed.). New York: McGraw Hill. Chapters 9 &16.
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W4 |
3/16 |
Strategic Planning & Case Study. 策略溝通與案例分析：概念與方法介紹 Hendrix, J. A. (2004). Public Relations Cases (6th ed.). New York: Wadsworth Publishing Company. Ch2, Cases 4-1.
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W5 |
3/23 |
Evaluation of Practices. 公關效益評估 Debate 1 Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies & Tactics (11th ed.). Boston, MA: Allyn & Bacon. Chapter 8. Watson (2012). The evolution of public relations measurement and evaluation. Public Relations Review, 38(3), 390-398.
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W6 |
3/30 |
Guest Lecture. 客座演講
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W7 |
4/6 |
No Class/Flexible Class. 台聯大校際活動週
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W8 |
4/13 |
Government Public Relations. 政府公關 Presentation Dong, C., Zheng, Q., Morehouse, J. (2023). What do we know about government public relations (GPR)? A systematic review of GPR in public relations literature. Public Relations Review,49(1), 102284. Chon, M. G. (2019). Government public relations when trouble hits: Exploring political dispositions, situational variables, and government–public relationships to predict communicative action of publics. Asian Journal of Communication, 29(5), 424–440.
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W9 |
4/20 |
Communication Ethics. 公關專業倫理 Debate 2 Lee, S.T. & Cheng, I. (2011). Characteristics and dimensions of ethical leadership in public relations. Journal of Public Relations Research, 23(1), 46–74. Meng, J., & Neill, M. S. (2022). The role of ethical leadership in building influence: Perspectives from female public relations professionals. Public Relations Review, 48(1), 102152. Plank Center Report Card on PR Leaders. Available at http://plankcenter.ua.edu/resources/research/report-card/
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W10 |
4/27 |
The Excellence Theory. 優異公關理論 Debate Grunig, J. E., Grunig, L. A. & Dozier, D. M. (2006). The Excellence Theory. In C.H. Botan, & V. Hazleton (eds.), Public Relations Theory II (pp. 21-62). Mahwah, NJ: Lawrence Erlbaum Associates. Pfau, M., & Wan, H.-H. (2006). Persuasion: An intrinsic function of public relations. In C.H. Botan, & V. Hazleton (eds.), Public Relations Theory II (pp.101-136). Mahwah, NJ: Lawrence Erlbaum Associates.
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W11 |
5/4 |
Crisis Management. 危機管理 Presentation Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies & Tactics (11th ed.). Boston, MA: Allyn & Bacon. Chapter 10.
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W12 |
5/11 |
Crisis Communication Studies. 危機溝通理論 Presentation Coombs, W. T. (2006). Crisis management: A communicative approach. In C.H. Botan, & V. Hazleton (eds.), Public Relations Theory II (pp.171-197). Mahwah, NJ: Lawrence Erlbaum Associates. Tao, W. (2018). How consumers’ pre-crisis associations and attitude certainty impact their responses to different crises. Communication Research, 45(6), 815–839.
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W13 |
5/18 |
Flexible Week. 彈性補充週次（點子大會）
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W14 |
5/25 |
No Class/ Commencement畢業典禮停課
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W15 |
6/1 |
Social Media PR. 社群媒體公關 Presentation Wang, Y., Cheng, Y., & Sun, Jie (2021). When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020. Public Relations Review, 47, 102061. Cheng, I.-H. & Lee, S. T. (2023). Timeliness, responsiveness and the human voice: The effects of dialogic strategies and the mediating role of perceived ethicality on social media relationship building. Public Relations Review, 49(4), 102355.
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W16 |
6/8 |
Social Media & Crisis Communication. 社群媒體危機 Xu, J. (2020). Does the medium matter? A meta-analysis on using social media vs. traditional media in crisis communication. Public Relations Review, 46 (4), 101947. Zheng, B., Liu, H., & Davison, R. M. (2018). Exploring the relationship between corporate reputation and the public’s crisis communication on social media. Public Relations Review, 44 (1), 56-64.
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W17 |
6/15 |
PR & AI. 公共關係與人工智慧 Loureiro, S., Guerreiro, J., & Tussyadiah, I. (2020). Artificial intelligence in business: State of the art and future research agenda. Journal of Business Research, 129, 911-926. André, Q., Carmon, Z., Wertenbroch, K. et al. (2018). Consumer choice and autonomy in the age of artificial intelligence and big data. Customer Needs and Solutions, 5(1–2), 28–37.
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W18 |
6/22 |
Flexible Week. 彈性補充週次. Final Paper Due.
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Class presentation 30
Team debate 20
Final paper 30
Participation 20
Use of generative AI will be discussed in class.