校園新聞採訪要素之研究

The Research on Consideration Factors for Campus News Reporting

邱桂堅(Kuei-Chien Chiu)

指導教授 ： 賴志松

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

在校園行銷的時代，本研究試圖探討記者採訪校園新聞時所考量之要素及其相對之重要性，以利於學校新聞更有機會被採訪報導，提昇校園新聞在媒體的曝光率。本研究運用層級分析法（AHP）採質性及量化兩階段研究，第一階段質性研究，透過文獻彙整後，訪談具採訪校園新聞實務經驗的8位記者，確立擬定之研究層級架構，並以輔助量化結果的大綱式訪談，作為記者給予學校發布訊息之建議。第二階段量化研究，以報紙、雜誌、網路、廣播及電視5類型態媒體共25位記者作為專家問卷。本研究發現：一、影響記者採訪校園新聞因素三大構面中，權重最重為「新聞價值」，次之為「互動需求」，最輕為「情境需求」；二、「新聞價值」要素下最重要的依序為校園新聞的「時效性」(時間越近，新聞價值越大)、「功能性」(能提供閱聽人有用的資訊)「趣味娛樂性」及「顯著性」(事件或議題中的人、事、地或物是著名的)。記者採訪校園新聞以「新聞價值」作為採訪與否之依據，包含越多「新聞價值」的新聞，越受記者青睞；三、「互動需求」要素下，本研究大多數記者把「建立信任關係」列為首要因素，「安排相關受訪人員」及「擬妥參考新聞稿」亦為重要考量。四、「情境需求」要素下前三名為「情節內容」、「事件主角」與「採訪時間」，意即學校在媒體宣傳活動情境安排或事件行銷的場景上，上述三項因素關係記者前來採訪的重要選項。本研究之結論為：學校應瞭解個別媒體特性與需求，建立如供應鏈的即時知識分享及客戶關係管理(CRM)，提供客製化的服務並與媒體記者建立良好互動與信賴的關係，將有助於校園新聞的被採訪與報導。

關鍵字

新聞採訪 ； 知識分享 ； 顧客關係管理 ； 層級分析法

並列摘要

To cope with the changing environment, school marketing has become a great concern for many educational institutions. The present study aimed to investigate the factors considered by journalists in the selection of campus news to be reported, and the relative importance of these factors, so the campus news can have an advantage of obtaining more opportunities to be reported, which in turn enhances exposure of the school in the mass media. Analytic Hierarchy Process (AHP) was applied in this research, involving two stages－qualitative and quantitative. Regarding the first stage, or the qualitative analysis, related studies were collected and reviewed, and eight journalists who had practical experiences in reporting campus news were interviewed. In this stage, the hierarchical structure was constructed, and the outlined interview was conducted for the purpose of providing the school with suggestions from the journalists for the release of information. In the second stage, or the quantitative analysis, a total of twenty-five journalists from five types of media－newspaper, magazine, the Internet, radio, and television were included in the expert questionnaire survey. The research findings revealed that: (a) of the three major aspects of the factors that influence journalists’ selection of campus news, “news value” had the highest weight, followed by “interactive demand,” then “situational demand,” indicating that the more “news value” the campus news possesses, the more the journalists are interested in reporting; (b) under “news value,” the sub-criteria ranked from the most valued to the least were “timeliness” (the more recent, the higher the news value), “functionality” (the practicality of the information provided), “amusement and entertainment,” and “prominence” (the person, place, or object in the event or discussion is distinguished and well-known); (c) for “interactive demand”, most journalists selected “building a trustworthy relationship” as the primary influential sub-criteria, followed by “arrangement of relevant interviewee”, and “provision of press release for reference”; (d) in “situational demand,” the three sub-criteria with the highest weights were “situational content,” “central figure of an event,” and “interview time,” implying that when a school is arranging promotion activities for the media or is marketing an event, the above three sub-criteria will crucially affect journalists’ decision to report. The conclusion suggested that schools should understand the characteristics and needs of each individual media, develop a supply chain of prompt information sharing, provide customized service, and establish a positive relationship with proper interaction and trust. Consequently, the opportunities of the campus news being reported will greatly increase.

並列關鍵字

knowledge sharing ； news reporting ； customer relationship management ； AHP

參考文獻

7.吳清山(2004)。學校行銷管理的理念與策略。北縣教育，47，頁23-47。

14.莊克仁(2000)。我國博物館與媒體關係之研究。臺北：國立臺灣師範大學社會教育研究所博士論文，台北。

19.陳金粧、吳建華(2007，1月)。學校行銷的理念與實踐：以東莞台商子弟學校為例。論文發表於台灣私立教育事業協會舉辦之「第12屆海峽兩岸暨港澳地區」學術研討會，台北市。

42.蘇蘅(1995)。消息來源與新聞價值，載於臧國仁主編，新聞學與術的對話—新聞工作者與消息來源，頁59-85。國立政治大學新聞研究所，台北。

1.Bhatia, A., Customer Relationship Management,1st ed., toolbox Portal for CRM, 1999.