有關「公共關係」一詞，由於定義非常廣泛，且不同組織所從事公共關係的目標及目的亦有所差異。職是之故，本研究僅就企業從事公共關係專案時所應確立之架構模式予以討論。本研究所需之資料舉凡有關公共關係理論及實務介紹的文獻、書籍皆為主要來源。研究中乃以四家企業為個案，以驗證依據理論建立架構之可行性。整體內容以理論和實務並重，重點在理論架構的建立和實務運作程序之探討。

第２章：公共關係理論發展的文獻回顧。

第３章：公共關係運作架構建立為本研究之重心所在。

第４章：乃舉個案公司之實務運作，以驗證說明理論架構之可行性。

第５章：對前兩章內容作一總結。說明理論架構之特色，適用性及運用範圍，以及實務運作之發現，以利後續研究之方向參考。研究之主要發現有：

(1) 公關運作架構能契合個案公司之需求

(2) 理論架構的程序，有助於企業掌握公關問題

(3) 決策導向的運作程序，提高了公關活動的品質

(4) 公關運作架構，使企業更能掌握內、外部公眾

(5) 目標公眾特質分析使公關活動運用更為恰當

(6) 完整的公關運作分析，有效界定不同的公關媒介與方法

(7) 不同的公司特性會影響公關媒介與方法的運用

(8) 有效的公關評估準則，能掌握目標公眾態度、行為的改變

一、中文部份
(1) 王洪鈞(民75) ，公共關係，第3 版，台北:華視文化
(2) 王鳳璋、方宏進(民81) ，公共關係實務，初版，台北:書泉。
(3) 王德馨、俞成業(民79) ，公共關係，初版，台北:三民書局。
(4) 王學孔(民75) ，企業形象對消費決策之影響，政大企研所未出版碩士論文。
(5) 林英貴(民73) ，企業識別系統之研究分析層級程序法之應用，政治大學企管研究所未出版碩士論文
(6) 祝振華譯(民75) ，公共關係學，第5 版，台北:黎明文化事業。
(7) 袁自玉(民81) ，公共關係，四版，前程企業管理公司
(8) 施寄青譯(民80) ，公關手冊，台北:遠流
(9) 郭崑謨(民73) ，企業管理--總系統導向，修訂版，台北:華泰。
(10) 曾怡禎(民76) ，企業形象建造模式與其在管理上之應用，政大企研所未出版之碩士論文
(11) 黃尹洲(民78) ，企業公共事務策略之突證研究一一一由企業形象觀點，政大企研所未出版之碩士論文
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(14) 蔡松齡(民81) ，公關趨勢，初版，台北:遠流。
(15) 鄭淑如譯(民80) ，公關行銷策略，台北:授學。
(16) 鄭瑞城(民72) ，組織傳播，第2 版，台北:三民
(17) 黎堅(民76) ，如何利用企業識別系統塑造企業新形象，中華民國對外貿易發展協會編印。
(18) 蔡體禎(民81) ，公關EVENT Q&A' 初版，台北:商周文化。
(19) 劉念寧(民79)，大型企業贊助公益活動之研究，台大商研未出版之碩士論文。
(20) 蕭思源(民80) ，廠商之行銷公關行為研究一一台灣資訊業之實證，台大商研未出版之碩士論文
(21) 鐘起忠(民81) ，調查‧數字‧公闕，初版，台北:大村文化出版社。
(22) 威國仁、孔誠志(民77) ，公關手冊，二版，台北:商周文化。
(23) 魏啟林編譯(民77) ，行銷學精論，台北:華泰
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