中國醫藥大學課程查詢系統

教學綱要

課程概述Course Description

本課程旨在探討公共溝通在當代社會中的角色，以及組織如何透過專業、透明且負責任的溝通，建立、維護與修復社會信任。課程以公共關係理論為基礎，從利害關係人識別與管理出發，延伸至公關活動企劃、新聞稿與公共訊息寫作、發言人制度、媒體關係、社群媒體經營、產業公關、ESG永續溝通，以及危機與議題管理等重要面向，引導學生理解組織、公眾、媒體、政府、社區及其他利害關係人之間的互動關係。面對數位平台、生成式AI與資訊快速流動所帶來的溝通變革，本課程亦將探討PR Tech、假訊息、深偽內容、個人資料、著作權、演算法偏誤與資訊透明等議題，培養學生的媒體識讀、倫理判斷及數位溝通能力。課程並結合大學、醫療健康、生技、高科技、金融、企業及非營利組織等案例，使學生了解不同產業與公共情境中的溝通需求、風險及社會責任。教學過程將透過理論講授、案例分析、議題討論、訊息寫作與方案實作，訓練學生辨識公共議題與利害關係人，分析媒體及社群輿論，規劃核心訊息、溝通對象、媒體管道與成效評估方式。學生將於課程中完成公共議題分析及整合溝通方案，逐步培養策略思考、內容表達、跨域協作、危機應變與倫理反思能力，並理解公共溝通的核心不只是訊息傳遞或形象塑造，而是透過組織行動與溝通的一致性，建立可被理解、檢驗與長期累積的社會信任。

教學目標Course Objectives

- 使學生理解公共溝通、公共關係、社會信任、利害關係人及媒體環境等核心概念，建立公共溝通的基礎知識架構。 - 培養學生辨識公共議題與利害關係人的能力，理解組織與公眾、媒體、政府、社區及其他群體之間的互動關係與溝通需求。 - 訓練學生分析新聞媒體、社群平台及數位內容的呈現方式，提升媒體識讀、資訊判讀與社會輿情觀察能力。 - 培養學生撰寫新聞稿、議題說明、公共訊息、人物故事及社群內容的能力，掌握清楚、正確、適切且負責任的表達原則。 - 使學生了解公關活動企劃、媒體關係、發言人制度、社群媒體經營、產業公關及年度公關計畫等實務內容，並能初步規劃整合性公共溝通方案。 - 引導學生理解ESG永續溝通、風險溝通、危機回應、議題管理及聲譽修復的基本原則，培養兼顧組織需求、公共利益與社會責任的策略思考能力。 - 使學生認識生成式AI、PR Tech及數位平台對公共溝通的影響，並理解假訊息、深偽內容、個人資料、著作權、演算法偏誤與資訊透明等倫理議題。 - 透過案例分析、分組討論、內容實作與成果發表，培養學生的問題分析、溝通協作、策略規劃、創意表達及倫理反思能力，理解社會信任必須建立在組織行動與溝通一致的基礎之上。 1. To help students understand the core concepts of public communication, public relations, social trust, stakeholder engagement, and the contemporary media environment. 2. To develop students’ ability to identify public issues and stakeholders, and to understand the communication needs and interactions among organizations, the public, media, government, communities, and other stakeholder groups. 3. To strengthen students’ ability to analyze news coverage, social media discourse, and digital content, while enhancing their media literacy, information evaluation, and public opinion monitoring skills. 4. To train students to write news releases, issue briefs, public messages, human-interest stories, and social media content in a clear, accurate, appropriate, and responsible manner. 5. To introduce students to public relations practices, including event planning, media relations, spokesperson systems, social media management, industry-specific public relations, and annual public relations planning, enabling them to develop basic integrated public communication plans. 6. To help students understand the fundamental principles of ESG and sustainability communication, risk communication, crisis response, issue management, and reputation repair, while developing strategic thinking that considers organizational needs, the public interest, and social responsibility. 7. To introduce the influence of generative AI, PR Tech, and digital platforms on public communication, as well as related ethical issues concerning misinformation, deepfakes, personal data, copyright, algorithmic bias, and information transparency. 8. Through case analysis, group discussions, content-production exercises, and presentations, to cultivate students’ abilities in problem analysis, collaboration, strategic planning, creative communication, and ethical reflection, and to help them understand that social trust is built upon consistency between organizational actions and communication.

先修科目Prerequisites

無 None

教學方式Teaching Methods

教師講課 Lecturing 觀察與資料收集、採訪 Observation and data collection, Interview 生成式AI工具應用 Generative AI tool applications

評量方式Assessment

期中、期末筆試 Midterm exam, Final exam 隨堂測驗 In-class exam 平時作業 Homework 出席情況 Class attendance 課堂參與及表現 Class involvement AI協作歷程紀錄 AI collaboration process record
本課程採多元評量方式，綜合檢視學生對課程知識的理解、公共議題分析能力、內容表達能力、學習參與情形及生成式AI工具的合理運用。期中與期末筆試著重評量學生對公共溝通、利害關係人、媒體環境、社會信任、ESG永續溝通，以及危機與議題管理等核心概念的理解與應用；隨堂測驗則用以掌握各階段學習成效，協助學生複習課程重點。平時作業包括案例分析、媒體與社群內容觀察、新聞稿與公共訊息寫作、議題說明及溝通方案練習，著重學生將理論應用於實際情境的能力。出席情況及課堂參與表現則依學生到課、課程投入、案例回應、提問及討論參與情形綜合評定。使用生成式AI完成課程作業時，學生應保留並提交AI協作歷程紀錄，包括使用目的、提示內容、生成結果、查證與修正過程，以及個人反思。評量重點不在於單純使用AI產出答案，而在於學生是否具備自主判斷、事實查核、內容修正、倫理意識及對最終成果負責的能力。

參考書目Reference

公共關係理論與實務：AI與ESG實戰指南

教學進度Course Schedule

2026/09/08 課程介紹與公共關係基礎：說明課程目標、教學方式與評量方法，介紹公共溝通的社會角色、公共關係主要理論及專業發展歷程。 Course Introduction and Foundations of Public Relations: Course objectives, assessment methods, the social role of public communication, major public relations theories, and the historical development of the profession. 陳冠宏(Chen, Kuan-Hung)
2026/09/15 公關先驅、公關科技、AI與ESG：介紹重要公關先驅及其核心觀點，探討AI驅動的公關科技（PR Tech）及ESG趨勢對公共關係工作的影響。 Public Relations Pioneers, PR Tech, AI, and ESG: The contributions of major public relations pioneers and the transformation of public relations through AI-driven technologies and ESG practices. 陳冠宏(Chen, Kuan-Hung)
2026/09/22 利害關係人識別與管理：說明利害關係人的辨識、分類與優先排序方法，並探討利害關係人管理策略、內部公關及員工關係。 Stakeholder Identification and Management: Methods for identifying and prioritizing stakeholders, stakeholder management strategies, internal communication, and employee relations. 陳冠宏(Chen, Kuan-Hung)
2026/09/29 公關活動與策略企劃：介紹公關企劃理論、活動體驗設計、品牌故事策略、活動執行流程及成效評估方法。 Public Relations Events and Strategic Planning: Public relations planning theories, event experience design, brand storytelling, strategic processes, and event evaluation. 陳冠宏(Chen, Kuan-Hung)
2026/10/06 新聞稿撰寫與媒體發稿：說明新聞稿的功能、特性、新聞價值與撰寫原則，並介紹媒體關係、數位發稿及AI輔助內容產製。 News Release Writing and Media Distribution: The functions and characteristics of news releases, news values, writing principles, media relations, digital distribution, and AI-assisted content production. 陳冠宏(Chen, Kuan-Hung)
2026/10/13 發言人與組織溝通：探討發言人的角色、責任、職能、專業倫理及工作挑戰，並介紹媒體應對與組織訊息管理原則。 Spokespersons and Corporate Communication: The role, responsibilities, competencies, professional ethics, and emerging challenges of organizational spokespersons. 陳冠宏(Chen, Kuan-Hung)
2026/10/20 社群媒體與網紅溝通：介紹社群媒體內容策略、平台選擇、數位廣告、網紅合作、內容策展及網路聲譽風險管理。 Social Media and Influencer Communication: Social media content strategy, platform selection, digital advertising, influencer collaboration, content curation, and online reputation risks. 陳冠宏(Chen, Kuan-Hung)
2026/10/27 期中複習與期中考試：評量公共關係理論、利害關係人管理、公關活動企劃、新聞稿、發言人及社群媒體等單元之學習成果。 Midterm Examination and Course Review: Assessment of public relations theories, stakeholder management, event planning, news release writing, spokesperson communication, and social media practices. 陳冠宏(Chen, Kuan-Hung)
2026/11/03 高科技與金融產業公關：探討高科技與金融產業的溝通實務、利害關係人期待、法規要求、創新敘事及聲譽風險。 Public Relations in the Technology and Financial Industries: Communication practices, stakeholder expectations, regulatory concerns, innovation narratives, and reputation challenges in technology and financial organizations. 陳冠宏(Chen, Kuan-Hung)
2026/11/10 生技與醫療健康產業公關：介紹科學與健康資訊溝通、媒體關係、法規溝通、風險揭露、病人及社會信任，並分析生技產業案例。 Public Relations in the Biotechnology and Healthcare Industries: Scientific and health communication, media relations, regulatory communication, risk disclosure, patient and public trust, and biotechnology communication cases. 陳冠宏(Chen, Kuan-Hung)
2026/11/17 時尚精品與品牌溝通：探討品牌識別、品牌故事、媒體活動、名人與網紅合作、消費體驗及時尚精品產業的聲譽管理。 Fashion, Luxury, and Brand Communication: Brand identity, storytelling, media events, celebrity and influencer partnerships, consumer experience, and reputation management in the fashion and luxury industries. 陳冠宏(Chen, Kuan-Hung)
2026/11/24 ESG與永續溝通：說明ESG時代下公關角色的轉變，探討永續資訊揭露、利害關係人參與、漂綠風險及負責任的溝通策略。 ESG and Sustainability Communication: The changing role of public relations in the ESG era, sustainability disclosure, stakeholder engagement, greenwashing risks, and responsible communication strategies. 陳冠宏(Chen, Kuan-Hung)
2026/12/01 危機溝通與議題管理：介紹危機與議題管理理論、危機處理流程、議題監測、組織回應策略、聲譽修復及數位時代的新挑戰。 Crisis Communication and Issue Management: Major theories, crisis management processes, issue monitoring, organizational response strategies, reputation repair, and challenges in the digital media environment. 陳冠宏(Chen, Kuan-Hung)
2026/12/08 年度公關計畫：說明情勢分析、溝通目標、目標對象、核心訊息、媒體與管道策略、資源配置、風險規劃及成效評估。 Annual Public Relations Planning: Situation analysis, communication objectives, target audiences, key messages, media and channel strategies, resource allocation, risk planning, and performance evaluation. 陳冠宏(Chen, Kuan-Hung)
2026/12/15 公關職涯與個人公關：介紹公關人員的專業能力、職涯發展、個人品牌、故事表達、自媒體經營、數位身分及長期聲譽建立。 Public Relations Careers and Personal Public Relations: Professional competencies, career development, personal branding, storytelling, self-media management, digital identity, and long-term reputation building. 陳冠宏(Chen, Kuan-Hung)
2026/12/22 期末複習、課程整合與期末考試：統整產業公關、ESG溝通、危機與議題管理、年度公關計畫、專業發展及社會信任等內容，並進行期末評量。 Final Examination and Course Integration: Assessment and integration of industry-specific public relations, ESG communication, crisis and issue management, annual planning, professional development, and social trust. 陳冠宏(Chen, Kuan-Hung)
2026/12/29 〈自主學習週〉公共議題案例觀察與媒體判讀：學生依課程簡報與指定案例，自行選擇公共議題、校園議題、醫療健康議題、企業 ESG 議題或社群爭議案例，觀察其利害關係人、媒體呈現、社群討論與核心溝通問題，並完成公共議題觀察學習單。 [Self-study Week: Public Issue Case Observation and Media Analysis] Students independently review course slides and assigned cases, and select one public issue, campus issue, healthcare issue, corporate ESG issue, or social media controversy for observation. Students will analyze its stakeholders, media coverage, social media discussion, and key communication problems, and complete a public issue observation worksheet. 陳冠宏(Chen, Kuan-Hung)
2027/01/05 〈自主學習週〉溝通方案修正與社會信任反思：學生依據期末成果發表之教師與同儕回饋，自行修正公共議題與社會溝通方案，檢視核心訊息、溝通對象、媒體與社群應用、風險提醒、倫理責任與成效檢核方式，並完成修正摘要與學習反思。 [Self-study Week: Communication Plan Revision and Social Trust Reflection] Students revise their public issue and social communication plans based on feedback from the final presentation. Students will review the key message, target audiences, media and social platform applications, risk reminders, ethical responsibilities, and evaluation methods, and complete a revision summary and learning reflection. 陳冠宏(Chen, Kuan-Hung)

課程查詢系統

課程基本資料

可選學制 (availability)

教學綱要