| 摘要: | 新聞報導幾乎是大多數民眾接收訊息的方式，透過新聞報導，可以瞭解社會動態的概況，為了加強民眾對於議題的關注，許多機構便會透過各種公關手法，讓活動曝光，發佈一系列的公關新聞稿，讓媒體可以進行報導，所設定的議題，加強事件與民眾之間的關連性，提高民眾對於議題的關注度。
而文教新聞在議題策略上，是以累積的方式，慢慢建構民眾的印象，因此，本研究為瞭解文教新聞在公關新聞的運作方式，將以多益測驗所舉辦的「ETS多益獎學金（台灣）計畫」來做為研究對象，透過內容分析法與深度訪談法瞭解「ETS多益獎學金（台灣）計畫」的新聞露出，以及新聞發佈稿與露出稿的差異情形。
研究發現發佈稿和露出稿內容差異不大，此現象反應出記者對於新聞內容的主導力較弱，多為兩則以上的新聞合併寫作報導，新聞發佈稿在撰寫的過程中，會選出特定的議題策略面向作為整體的議題走向，並且著重新聞的故事性，而在露出稿的文本部份也顯示出媒體記者多數都擷取具有故事性來發佈內容，由此可知，新聞必須具有故事性的內容，因此，新聞內容需注意更多的新聞價值，公關發佈新聞時應多呈現趣味性和故事性的新聞內容，較易讓媒體記者對所宣傳議題感到興趣和報導。另外，為了讓議題的面向是被精確的露出，除了新聞發佈稿的編寫，公關人員也會和媒體記者進行溝通，讓媒體記者可以更清楚整個事件活動的面向。
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. |
