公共關係對學校效能的預測模型

本研究旨在探討公共關係與學校效能之間的關係與預測模型，經調查結果顯示，大學校院公共關係可區分為：計畫與決策、溝通與傳播，以及評估與回饋等三個構念；而大學校院學校效能則涵蓋：自我定位、校務治理與經營、教學與學習資源、績效制度、社會責任，以及持續改善與品質保證等六個構念。公關計畫與決策可顯著預測公關溝通與傳播，同時也會間接影響學校效能；公關評估則無法預測公關傳播，也無法就此影響學校效能。本研究亦發現，公關計畫與決策透過溝通傳播的中介，會對學校「社會責任」產生高度的間接效果，但對「校務治理與經營」與「自我定位」的解釋量便稍低。總體而言，本研究中介模型獲得部分支持，突顯出公關溝通與傳播的關鍵角色。

關鍵字

大學校院；公共關係；學校效能；溝通與傳播

並列摘要

This study aimed to explore the relationship between university public relations (PR) and school effectiveness. The results showed that the practice of PR was divided into three factors (evaluation and feedback, planning and decision making, and communication and dissemination), and school effectiveness was divided into six factors (societal responsibility, teaching and learning resources, continual improvement and quality assurance, university governance, self-positioning, and performance measures). The results showed that communication and dissemination was the most influential factor on school effectiveness, followed by planning and decision making. Communication and dissemination mediated the influence of planning and decision making with the six factors of school effectiveness. Thus, communication and dissemination had a direct effect on school effectiveness, whereas planning and decision making had an indirect effect on school effectiveness; the effect of evaluation and feedback was nonsignificant. In summary, the proposed mediation model was partially supported, demonstrating the critical role that communication and dissemination plays between university public relations and school effectiveness.