本企劃之研究動機來自於2012 年研究者與財團法人嘉義縣嘉惠教養院的邂逅，在實際和學生一起執行公關活動的經驗當中，深深的被該院的院生觸動，也因此開啟慈善團體公關策略之研析的契機。 研究者經由分析嘉惠教養院身處於大環境下的局勢，以及由教養院內部情況觀察後，將本企劃主要研究問題訂立如下： 財團法人嘉義縣私立嘉惠教養院如何藉由公關策略提升其知名度？ 根據研究者對嘉惠教養院的觀察、實際參與和分析後發現，教養院地理位置較為偏遠，又屬於極小型的照護機構，沒有足夠的人力進行公關策略的研擬與執行，整體活動屬性較為保守，該如何在眾多非營利慈善機構當中脫穎而出，為目標公眾所發現，因此本企劃在分析完畢後，為嘉惠教養院設計了包含網路及實體的公關活動，替嘉惠教養院提升知名度的方式提出建議，並為院生略盡棉薄之力。 This strategy plan's motivation comes from the chanece of encounter between the arthor and the members in the foundation of private Chia Huey nursing institution in Chiayi County. The arthor was deeply touched by the experience carrying out public relation strategy plans with students there and therefore has the idea of researching charity public relation strategy. After analysing the circumstances of the fundation and pratical observation inside it, the arthor set up the main issue as follows: How can the fundation get its awareness improved with public relation strategy? According to the observation, participatiton and analyizing from the arthor, the disadvantage of the the fundation was that it waslocated in remote area, lacking of human resources to plan and execute a public relation strategy due to it's extremly small scale, and the whole activity is more conservative. The article is mainly about how to help the institution more famous to publics among many non-profit charity institution. Therefore the arthor design a public relation strategy plan including internet advertising and pratical activity after analyzaion. doing her best to give suggestions in popularity growing.
