Presentation Schedule
An Analysis of Goal Differences and Their Effects Between the Public Sector and Media Agency Service Providers in Taiwan’s Government Procurement Projects (98295)
Tuesday, 4 November 2025 16:15
Session: MediAsia Poster Session
Room: Atrium (1F)
Presentation Type:Poster Presentation
Taiwan’s government sectors frequently outsource the integrated marketing communication projects to the media agency service providers—ranging from media and advertising to PR, cultural, and digital agencies—to elevate their communications across multiple platforms. This study adopts the " principal-agent theory," as its research framework, employing the "in-depth interview method" supplemented by "secondary data analysis" to explore public tender cases in Taiwan’s government procurement projects. A total of 28 successful interviews were conducted with representatives from media agency service companies and public sector tenders from January. 2, 2024, to February 6, 2025. The study identified four key strategic orientations commonly adopted by media agency service companies: (1) Profit-oriented goal – focusing on securing government contracts to ensure stable and long-term revenue streams; (2) Market expansion goal– aiming to broaden market reach and elevate brand visibility through partnerships with public sector entities; (3) Professional positioning goal–emphasizing institutional competence and competitive edge through the delivery of specialized services;(4) Project execution goal – prioritizing effective and timely project implementation to fulfill contractual obligations and uphold industry reputation. In contrast, the objectives guiding public sector communication tenders can be categorized into four core dimensions: (1) Public value communication goals – fostering public understanding of policies and contributing to democratic engagement; (2) Regulatory compliance goals – ensuring adherence to legal frameworks and administrative protocols; (3) Risk mitigation goals – reducing exposure to political, legal, or reputational risks associated with public communication; (4) Performance visibility goals – strengthening the transparency and measurability of governmental actions within a performance-oriented governance framework.
Authors:
Yu-Li Wang, Chinese Culture University, Taiwan
About the Presenter(s)
Professor Yu-Li Wang is a University Professor/Principal Lecturer at Chinese Culture University in Taiwan
See this presentation on the full schedule – Tuesday Schedule
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