In recent year, most of the foreign pharmaceutical companies in Taiwan try to raise their reputation and the image through the sponsorships of PR activity, also in strategic aspect, would extend the quality of relation with physicians. This study in a survey of physicians’ view to investigate whether the quality of relation between physicians and pharmaceutical company can be enhanced through PR sponsorship, or depend on the physicians’ intention of participation. Furthermore, the result of this study may be provided as the experience to other related industry in the future. This study based on questionnaire survey and 282 samples were valid. The valid response ratio was 70.5%. According to the analysis, the major results are obtained: (1) The attitude and intention of Doctor’s participation on PR activity sponsored by pharmaceutical company depend on the sponsor. (2)The doctors who have higher intention of participation on PR activity, resulted easier influenced on quality of relation. (3) Compare to others, the regional hospital physicians have deeper impression on PR activity and would affect to further quality of relation. (4)The medical representatives deliver the product information and good service through frequently visit will enhance the relationship of quality. (5)Long term interaction with doctors will elevate the value of PR activity and make it more successful within further improvement of relationship of quality.