NCCU GCIT · 2026.10.12
Inside Integrated
Marketing & PR走進整合行銷與公關現場
Real-World Practice, Crisis Response & Career Paths第一線實務、危機處理與職涯路徑
Kai Tang · HIM Founder · Persona Media Publisher · Benyi Technology Co-founder唐源駿 凱爺｜捷思整合行銷｜人物誌｜本一科技
ABOUT THE SPEAKER｜ 講者自我介紹
Kai Tang builds strategy, ventures, and trust assets唐源駿 凱爺：策略顧問、創業者、媒體發行人
Heuristic Integrated Marketing捷思整合行銷
Founder · Brand strategy, IMC, media relations, and crisis counsel創辦人｜品牌策略、整合行銷、媒體公關與危機顧問
Benyi Technology本一科技
Co-founder · Human-centered AI healthcare products共同創辦人｜以人為本的 AI 醫療產品
Persona Media人物誌 Persona Media
Publisher · Profiles, public-interest stories, and knowledge preservation發行人｜人物專訪、公共議題與知識保存
Life Lessons from Failure人生善敗學
Host · Honest conversations about failure, choice, and resilience主持人｜深談失敗、選擇、韌性與人生故事
THE INDUSTRY REALITY｜ 產業現實
Communication is not the business of noise.
It is the business of trust.傳播不是製造聲量，而是經營信任。
Every campaign, media story, stakeholder conversation, and crisis response either deposits trust—or withdraws it.每一次行銷活動、媒體報導、利害關係人溝通與危機回應，都在存入信任，或提領信任。
LIVE POLL｜ 現場投票
Which work would you actually want to do?你真正想做的是哪一種工作？
Your answer points to a different role—not a different level of prestige.答案指向不同角色，不代表誰比較高級。
See the whole industry先看懂整個產業
Choose a career by the problem you want to solve—not by the job title alone.用你想解決的問題選職涯，不要只看職稱。
THREE PROFESSIONS｜ 三種專業
Three jobs. One shared currency: trust.三種工作，共用同一種貨幣：信任
Integrated Marketing整合行銷
Choose the best mix of tools from the brand’s point of view.從品牌角度配適工具，做出最佳效益組合。
Media & Public Relations媒體與公共關係
Act as an amplifier in good times—and a firewall when risk rises.順境是放大器，風險升高時是防火牆。
Crisis & Reputation危機與聲譽
Face the problem, rebuild the facts, take responsibility, and repair.面對問題、重建事實、承擔責任並完成修復。
The disciplines connect, but their daily decisions and pressure are different.三者互相連結，但每天做的決策與承受的壓力並不相同。
THE INDUSTRY ECOSYSTEM｜ 產業生態系
One assignment moves through many owners一個案子會經過許多不同負責人
Career choices differ by who you serve, what you own, and how close you are to the decision.職涯差異來自你服務誰、負責什麼，以及離決策有多近。
THE VALUE CHAIN｜ 價值鏈
A campaign is a decision chain—not a content factory行銷活動是決策鏈，不是內容工廠
Visible content is the result. Value comes from the decisions that make it coherent.內容是可見的結果；讓內容前後一致的決策，才是真正價值。
A REAL WORK WEEK｜ 真實的一週
Most work happens between launches多數工作發生在兩次上線之間
Creative work matters. Coordination, follow-through, and version control make it usable.創意很重要；協調、跟進與版本管理，讓創意真正可用。
WHERE YOU MAY WORK｜ 你可能在哪裡工作
Different organizations train different muscles不同組織會訓練不同肌肉
IMC / Creative Agency整合／創意代理商
Campaign idea, account service, content, production活動創意、客戶服務、內容與製作
Media Agency媒體代理商
Audience planning, buying, optimization, reporting受眾規劃、採買、優化與報告
PR / Communications公關／傳播公司
Media, issues, stakeholders, reputation媒體、議題、利害關係人與聲譽
Specialist Shop專業型公司
Social, influencer, events, research, public affairs社群、網紅、活動、研究與公共事務
Your first environment shapes your habits more than your first title.第一個環境養成的習慣，往往比第一個職稱更重要。
ENTRY-LEVEL REALITY｜ 新人的真實工作
Reliability comes before originality可靠，會比原創更早被看見
A junior is trusted when the team can safely build on their work.團隊能放心接著使用你的成果，你就開始被信任。
- Research accurately研究準確
- Draft something usable交出可用初稿
- Record decisions and follow up記錄決策並跟進
- Check details before handoff交接前檢查細節
- Raise risks early提早揭露風險
A brand is built by strategy品牌是策略打造出來的
Before choosing media, decide who matters, what you stand for, and what experience must prove it.先決定誰重要、品牌代表什麼、體驗如何證明，再選擇媒介。
KAI’S IMC METAPHOR｜ 凱爺的整合行銷比喻
Integrated marketing is the work of a chef整合行銷，就是大廚的工作
Start with the diner and the dish. Then choose the ingredients—not the other way around.先理解饕客與要做的菜，再挑選食材；不要反過來。
- Brand objective品牌目標
- Life stage × situation生命階段 × 情境
- Core promise核心承諾
- Best-fit media最適媒介
- Synergy綜效
THE BRAND NORTH STAR｜ 品牌北極星
Strategy moves from human context
to market action策略從人的情境，一路走到市場行動
A media plan is downstream of brand positioning—not a substitute for it.媒介規劃位於品牌定位下游，不能取代品牌定位。
FOUR DECISIONS BEFORE MEDIA｜ 選媒介前的四個決策
Make four decisions before choosing a media mix先做四個決策，再選擇媒介組合
Human context人的情境
Which life stage and situation activates demand?哪個生命階段與情境會啟動需求？
Brand position品牌定位
What promise and difference should be remembered?要讓人記住哪個承諾與差異？
Experience proof體驗證據
Where must the audience feel the promise is true?在哪個接觸點，受眾必須感到承諾是真的？
Market timing市場時機
When should the story enter the annual calendar?這個故事何時進入年度行銷行事曆？
Choose media after the strategy is clear—not because a platform is fashionable.策略清楚後再選媒介，不要因為平台流行就使用。
MEDIA FIT｜ 媒介配適
Each medium earns its place by doing a distinct job每一種媒介，都要靠獨特任務贏得位置
Synergy comes from fit, sequence, and reinforcement—not using every medium.綜效來自配適、順序與彼此強化，不是每一種媒介都用。
MEDIA & PUBLIC RELATIONS｜ 媒體與公共關係
PR is an amplifier—and a firewall公關是放大器，也是防火牆
In good times, PR amplifies brand value. When risk rises, it protects stakeholder relationships and decision space.順境時放大品牌價值；風險升高時，保護利害關係與決策空間。
- Employees公司同仁
- Partners and suppliers合作夥伴與供應商
- Customers消費者
- Government and NGOs政府與非營利組織
- Media and investors媒體與投資人
NEWS JUDGMENT｜ 新聞判斷
Earned media starts with public meaning媒體報導從公共意義開始
If removing the brand name leaves no story, you probably have an advertisement—not news.拿掉品牌名後若沒有故事，你手上的可能是廣告，不是新聞。
KAI’S CHEF TEST｜ 凱爺的大廚測試
Build a media mix without using every medium不用完所有媒介，也能做出整合行銷
Name the job of each medium. Remove anything that has no job.說出每個媒介的任務；沒有任務的媒介就拿掉。
MEASUREMENT｜ 衡量
Count what changed—not only what was published衡量造成的改變，不只計算發布數量
Outputs輸出
Coverage, content, reach, attendance, distribution報導、內容、觸及、出席與傳播
Out-takes受眾反應
Attention, understanding, recall, engagement注意、理解、記憶與互動
Outcomes結果
Trust, preference, behavior, relationships, business impact信任、偏好、行為、關係與商業影響
A clip count shows activity. It does not prove value by itself.剪報數代表活動量，不能單獨證明價值。
Crisis does not begin
with a statement危機不是從聲明稿開始
It begins when operations, relationships, and accumulated trust are tested under pressure.危機，是營運、關係與平日累積的信任，同時接受壓力測試。
KAI’S A–F LIFECYCLE｜ 凱爺的 A–F 生命週期
A crisis is a lifecycle—not a single fire危機是一個生命週期，不是一場單點火災
The best crisis response starts before the crisis—and ends only when improvement is written back into the system.最好的危機處理從危機前開始，直到改善被寫回制度才結束。
KAI’S PRSOS｜ 凱爺的 PRSOS
Five actions must move together in a crisis危機中有五條工作線必須一起推進
PRSOS is PR + SOS: a memory hook for decisions under pressure.PRSOS 是 PR＋SOS：高壓決策時的記憶鉤子。
THE WH TABLE｜ WH 表
Before speaking, fill three evidence gaps對外說話前，先補齊三種證據缺口
About the event關於事件
What happened, when, where, to whom—and what is still unknown?發生什麼、何時、何地、影響誰？還有哪些未知？
Company actions企業作為
What is being verified, stopped, protected, compensated, or improved?正在查證、停止、保護、補償或改善什麼？
Response form回應方式
Who speaks, through which medium, at what time, with what next update?誰發言、用何種媒介、何時說、下次何時更新？
Unknown is acceptable. Unmarked speculation is not.未知可以被標示；沒有標示的推測不可以。
SMART RESPONSE｜ 機靈回應
Fast response means preventing
an information vacuum快速回應，是避免資訊真空
Speed is a reliable decision rhythm—not faster guessing.速度，是可靠的決策節奏，不是更快猜測。
THE RESPONSIBILITY CHAIN｜ 責任主鏈
Legal compliance is the floor—not the finish line法律合規只是底線，不是終點
A credible response connects what the organization admits, what it will carry, and what it will change—then proves each promise with action.可信的回應，要把組織承認什麼、承擔什麼、改變什麼連成一條線，再用行動逐一證明。
PRSOS SIMULATION｜ PRSOS 情境模擬
A reporter is calling. Do not write the statement yet.記者來電了，先不要寫聲明
First make the decisions. Then write only what those decisions can support.先完成決策，再寫出那些決策能夠支持的內容。
Build a career the industry can trust建立值得產業信任的職涯
Your first title matters less than the evidence that you can learn, deliver, and take responsibility.第一個職稱不如你能學習、交付與承擔的證據重要。
CAREER PATHS｜ 職涯路徑
Trust grows with the decisions you can carry你能承擔的決策越大，產業對你的信任越高
Do not ask only, “What title do I want?” Ask, “What problem do I want the industry to trust me with?”別只問『我想要什麼職稱？』更要問『我想讓產業信任我解決什麼問題？』
STAY CONNECTED｜ 保持聯絡
Stay connected after the talk.演講之後，繼續保持聯絡。
Website, Persona Media, podcast, social media, and LINE—choose the place that fits you.官網、人物誌、Podcast、社群與 LINE，選擇你最習慣的平台。
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