公共關係與學校效能之研究－以桃園縣某高中為例

Public relations and school effectiveness: The case of one senior high school in Taoyuan County

蔡志昌(Chih-chang Tsai)

指導教授 ： 謝登旺

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00061

摘要

本研究的研究方法採用文獻分析法及訪談法，首先依據研究目的進行相關文獻資料蒐集，瞭解學校公共關係意涵及目的，探討學校公共關係的經營運用之內涵，歸納學校公共關係的相關理論，包括經營公共關係的原則、實施步驟、具體作法等三部分。其次探討學校效能的意義、特徵、評量模式及評量指標，經由國內外之相關研究歸納分析，以作為研究的理論基礎與架構。
訪談的對象有學校人員、現任及前任家長會成員、社區人士、民意代表、主管機關、媒體記者、企業人士等，預期對這些較常接觸校務運作的成員實施的訪談，能獲得對個案學校公共關係現況及學校效能這兩方面更深入的瞭解，以從中找到推展學校公共關係及提升學校效能的可行方案。
本研究之結論如下：
一、學校公共關係現況
個案學校為完全中學，行政人員編制不足業務繁重，內部較難以達成共識，教師在公共關係的認知上不足，以致於在推展公共關係方面不夠積極。
二、學校效能現況
學校重視教師感受，校長帶領學校朝願景努力；老師因家長的協助與監督，會提昇自己的教學專業；因為教學設備的更新及社區民眾的照顧與約束，學生在學業成績及行為上都有進步；在資源互惠的原則下，只要學校主動邀請，社區人士都願意協助校務推展。
三、推展公共關係具體做法
（一）凝聚校內成員向心力，以辦學績效爭取社區認同。
（二）發展學校特色，提升學校形象和建立學校品牌。
（三）與媒體建立良好公共關係，並做好危機管理。
（四）善用社區資源，邀請社區人士參與並協助辦理活動。
（五）開放學校場地及設施，提供社區人士使用以拉進彼此距離。
依結論所提之建議如下：
一、對教育行政機關的建議
（一）增加組織編制，協助學校成立公關部門。
（二）辦理公共關係知能研習，來提升學校全體成員公共關係的專業素養。
二、對校長的建議
（一）兼重校內與校外公共關係。
（二）指定專人負責公共關係事宜並建立公關推行制度。
三、對學校教師的建議
（一）瞭解自己是學校有效推展公共關係的重要關鍵人。
（二）增進本身推動學校公共關係之能力。

關鍵字

學校公共關係 ； 學校效能 ； 完全中學

並列摘要

In this study, literature review and interview were adopted as research methods. Based on the research objectives, data were collected to understand the meanings and purposes of public relations in schools, as well as the process and management of school public relations. Theories related to principles, procedures and practices of public relations were analyzed inductively. Furthermore, the meanings, characteristics, evaluation models and indicators of school effectiveness were discussed. It has been done by analyzing relevant studies, both international and domestic, so as to construct the theoretical framework of this research.
The interviewees consist of the school staffs, the current and former members of Parent Advisory Council, community members, representatives, educational officials, journalists, entrepreneurs etc. Through interview with these people, a deeper understanding of specific cases of school public relations and school effectiveness can be achieved. A feasible program is also provided to promote school public relations and evaluate school effectiveness.
The results are summarized as follows:
A. Current school public relations
This is a complete school. The number of administrative staffs is not enough to conduct school service work. Because of teachers’ cognitive deficit in public relations, they are not enthusiastic to promote public relations.
B. Current school effectiveness
School cares sincerely teachers’ feelings. The principal struggles to achieve the missions of school. Due to parents’ assistance and supervision, the teachers are able to enhance their expertise in teaching. Attributing to the renew of teaching equipment
, as well as the attentions paid by the community members, students’ academic performance and behaviors have both improved. Only as the school invites actively the community members, they are all willing to support the development of school service work.
C. The practices of promoting school public relations
a. Unifying the school staffs so as to gain the recognition of local community by school’s teaching performance;
b. Developing the characteristics of school, improving school’s image and creating its own brand;
c. Establishing a good relationship with the media and doing well with crisis management;
d. Making good use of community resources and inviting local community to participate and support school’s activities;
e. Shortening the distance between school and community by providing school’s facilities
The recommendations are as follows:
A. To the Education Administration
a. Increase members and help school to set up department in public relations.
b. Hold the workshop in public relations so as to enhance the staff’s awareness in public relations.
B. To the principal
a. Highlight both the internal and external school public relations.
b. Appoint a person taking charge of public relations affairs and build up the promoting system.
C. To teachers
a. Understand that they are the key persons to promote school public relations.
b. Increase their own ability in order to promote school public relations.

並列關鍵字

School public relations ； school effectiveness ； complete school

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