On the strategies of handling the public protest at the construction of power transformer substation from the public relationship theory perspective
David Y.W. Chen
|關鍵字:||公關管理模式;公關語藝模式;公關整合行銷傳播模式;第六輸變電計畫;變電所;PR Management Model,;PR Rhetoric Model,;PR Integrated Marketing Communications (IMC),;Sixth Power Transmission and Substation Project,;Electric Transformer Substation|
Taipower “Sixth Power Transmission and Substation Project” is an important national energy construction project. Comparing to previous five projects, this project has the longest execution period and the largest investment. The scope of this project includes new construction, expansion and improvement of the power transmission circuitry and various sizes of substations. Currently, all related activities such as land acquisition for substation construction, engineering design, construction project bidding and operation management, encounter enormous challenge of public protest and petition, which requires adequate handling and response strategy to overcome. The research method of this thesis is based upon three public relationship (PR) models (Grunig School of PR Theory, Toth & Heath PR Rhetoric School and Schultz PR IMC School). The structure of this thesis is comprised of author’s personal participation in handling a series of events occurred in Dafeng Substation including public protest during construction and responding to major operational incidences, communication method in on-going construction of Reiyen Substation, comparative analysis with corresponding approaches of foreign power companies in Japan, Korea, France and Germany, author’s accumulative experience in PR profession, literature analysis and observation in studying various response strategies. Some of the key conclusions of this research and investigation are the following: (1). Taipower should inform local residents before the construction of power transform substation. It is better to have a dedicated representative to continuously communicate with the local community for one to two years before the construction project takes place to establish the good relationship with the local community with trust. (2) Taipower arranged three different groups to handle issues of land acquisition, engineering design and construction separately. They need to have a consistent PR concept and horizontal connection, same understanding of the environment and morale situation, and PEST analysis technique in order to have an integral coherent communication channel. (3) Although each protest group has its own local characteristics, however, there is a tendency to learn from each other in terms of protest tactics and petition strategy. Taipower needs to handle each case with great care to prevent the same kind of protest and petition recurring again. The handling and response strategy must be creative and utilize all three PR theories dynamically and interchangeably to have a better chance to succeed.