| dc.description.abstract | In 2002, Al Ries – a renowned marketing strategist – and his daughter Laura Ries jointly published The Fall of Advertising & the Rise of PR, announcing that “advertising is declining. PR is rising”. The book notes that advertising, despite its importance, is not the way to build a brand, and that PR is indeed the most influential marketing strategy. By implementing proper PR strategies, a company can usually significantly enhance their brands with relatively little efforts.
Taiwan’s PR industry has experienced a booming time in recent years and the number of studies on the PR business has been increasing. Most papers in the National Library’s doctoral and master thesis databank and scholarly periodicals, however, tend to focus on academic research, and there is an obvious lack of case studies in the PR industry. The situation exists because most papers were written by students, and their studies were compiled through literature reviews and interviews on PR practitioners. Only a few of these papers were written by PR practitioners who have years of working experience in the industry. As a result, most papers fail to illustrate the opportunities and challenges faced by PR practitioners and managers in their jobs.
This study aims to provide an observation and analysis that are closer to the reality of the PR industry through the eyes of a PR practitioner who has been a manager in the PR business for over ten years. Also, the study aims to be a useful reference for Taiwan’s PR industry, academic institutions, students, and those who want to join the PR industry. Through the case study on company C, the study discusses how a PR firm that focuses solely on professional PR services could stay in the PR business for over two decades, and what are the best management strategies for Taiwan’s PR industry in responding to the changing business environment.
Most importantly, the author hopes that the suggestions in the study will help Taiwan’s PR industry to elevate itself and attract more people to seek careers in the PR industry, and together they will work to further improve the competitiveness of Taiwan’s PR industry.
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