醫療機構公共關係人員的核心能力指標

The Indicators of Core Competency for Public Relations Practitioner in Healthcare Organization

張廣漢(Gwang-Han Chang)

指導教授 ： 吳天方博士

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

本研究旨在建構醫療機構公共關係人員的核心能力指標。鑑於現有醫療機構公共關係從業人員，對核心能力之熟稔度多從職場「做中學」取得經驗，耗費成本及時日。本研究透過文獻分析及徵詢產、官、學二十位醫療機構公共關係專家進行Delphi法諮詢及整合其意見，經三次反覆回饋問答，獲得專家一致意見發展出醫療機構公共關係人員核心能力六個構面：「人際關係與溝通能力」、「解決與應變能力」、「媒體公關能力」、「策略執行能力」、「醫療專業素養能力」、「外國語文能力」及三十一個指標。再採取分層隨機抽樣法，共發具信效度之問卷205份，得有效回收問卷111份，有效問卷回收率為54.1%。進行現職醫療機構公關人員對各構面與指標的「重要－現況滿意度（IPA）」加以統計分析，具體說明研究結果與其重要性，提供政府衛生機關政策擬定、醫療機構遴選公關人員參考指標、大學醫務管理系課程規劃參考與提供醫療機構公關人員檢視工作滿意度之工具。

關鍵字

核心能力指標 ； 公關人員 ； 醫療機構 ； 專業教育課程

並列摘要

This study aims to construct the indicators of core competency for Public Relations Practitioner in Healthcare Organizations (PRPHO). PRPHO have found that getting experiences of core competency from the workplace by “learning by doing” is costly and wasting times. Through literature review and Delphi method to consult with 20 professional Public Relations Practitioner, and 3 repeated feedback of questions and answers, 6 dimensions including interpersonal relationship and communication ability, problem-solving and coping ability, media relation ability, strategy implementing ability, healthcare management ability, foreign languages ability, and 31 indicators in core competency for PRPHO are developed. After that, by stratified random sampling method, 205 questionaires have reliability and validity were sent out, 111 useable questionnaires were collected back, 54.1% effective retrieve rate was achieved. Moreover, the study analyzes the findings by Importance-Performance Analysis (IPA) method and explains the importance. This research findings could be a reference for health agencies to make policies, indicators for healthcare organizations to recruit public relations practitioner, and a reference for universities to plan subjects in healthcare management. In addition, it could be a tool for PRPHO to exam their job statisfication.

並列關鍵字

Indicators of Core Competency ； Publicist ； Healthcare Organization ； Professional Education

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