臺中市國民小學教師知覺學校公共關係與學校形象之研究

A Study on Elementary School Teachers’ Perception towards Relations Between School Public Relations and School Image in Taichung City

楊晴惠(Ching-hui Yang)

指導教授 ： 洪智倫

中臺科技大學/護理學院/文教事業經營研究所/碩士(2012年)

摘要

本研究旨在探討臺中市國民小學教師知覺學校公共關係與學校形象之研究。為達研究目的，以問卷調查法為主，並輔以訪談法進行，研究工具為研究者自編之「臺中市國民小學學校公共關係與學校形象調查問卷」，以臺中市國民小學教師為研究對象，採分層隨機取樣方式發出591份問卷，回收574份有效問卷，可用率達97.12％。回收資料以描述性統計、t 考驗、單因子變異數分析、積差相關、典型相關、多元迴歸等統計方法進行分析；此外，針對4位主任及教師進行訪談，瞭解學校推展公共關係與提昇形象的現況與困境。本研究結果整理如下：
一、臺中市國民小學教師知覺學校公共關係現況屬於中上程度，其中以「外部溝通傳播」構面表現最佳。
二、臺中市國民小學教師知覺學校形象現況屬於中上程度，其中以「教師與課程形象」構面表現最佳。
三、不同性別、職務及學校位置之教師在整體學校公共關係的知覺有顯著差異。
四、不同職務、學校規模及學校位置之教師在整體學校形象的知覺有顯著差異。
五、學校公共關係與學校形象之間呈現顯著正相關。
六、學校公共關係可有效預測學校形象，且以「資源投入」構面對學校形象的預測力最佳。
七、教師工作繁重，共識性不足、缺乏專責單位與經費、校長領導風格等為學校推動公共關係之主要困境。
八、課程設計與實施現況有落差，境教功能未能發揮、不適任教師問題、教師危機意識薄弱等為學校提昇形象之主要困境。
最後，根據研究結論提出建議，供教育行政機關、學校及未來研究之參考。

關鍵字

學校形象 ； 學校公共關係

並列摘要

The purpose of this study was to explore the relationship between school public relations and school image in Taichung elementary schools. Quantitative and qualitative research methods were both employed; the questionnaires were designed by the author for the purpose of the present study. Data were collected from 591 teachers who were holding full-time positions in Taichung elementary schools. The number of valid responses was 574, and the usable rate was 97.12%. The collected data were analyzed by statistical methods, including descriptive statistics, t-test, one-way ANOVA, Pearson’s product-moment correlation, canonical analysis, and multiple stepwise regression. In addition, two school directors and two teachers were interviewed to understand the current situation and problems of school public relations and school image. The findings of this study were summarized as follow:
1. The perception of current status of school public relations among elementary school teachers in Taichung City is at a medium-high level in average, and highest in the dimension of “external communication”.
2. The perception of current status of school public relations among elementary school teachers in Taichung City is at a medium-high level in average, and highest in the dimension of “teacher and curriculum image”.
3. There were significant differences in perceptions of school public relations among teachers with different gender, positions, and school locations.
4. There were significant differences in perceptions of school image among teachers with different positions, school size, and school locations.
5. There was a positive correlation between school public relations and school image.
6. School public relations could effectively predict school image, and the “resource input”, one of the dimensions of school public relations, was the most effective predictor for school image.
7. Burdensome teaching workload, lack of consensus, lack of department that is responsible for public relations, insufficient budget, and principle leadership style were the major obstacles which hinder schools from implementing public relations.
8. The gap between curriculum design and curriculum implementation, the failure of creating a positive learning environment, incompetent teachers and the lack of a sense of crisis were the major obstacles which hinder schools from promoting school image.
Finally, according to the research results, the suggestions are provided as a reference for educational administration, elementary schools, and further research.

並列關鍵字

School Image ； School Public Relations

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