臺中市私立科技大學公共關係事務實際操作效益之探討

受到少子化、大專校院數量日漸增加的影響，各大專校院在招生事務上面臨到前所未有的競爭壓力；其中又以私立大專校院狀況更為明顯，於是開始有學校利用推動公共關係事務來做為與目標群的溝通管道，期能提昇學校知名度、建立良好學校形象進而增加學生就讀率；本研究以較少人研究之「私立科技大學」為做研究對象，調查設立於臺中市之六所私立科技大學的公共關係推行狀況，調查後發現，六所私立科技大學中只有三所私立科技大學有設置專責公共關係相關處室，本研究以這三所私立科技大學主要研究對象，運用問卷調查法，共發出350份問卷，回收有效問卷300份，同時加入質性研究中之半結構式訪談，獲得以下結論：一、不同性別的學生對於「背景形象」、「視覺形象」的認知程度有顯著的差異性。二、不同年齡的學生對於「師長形象」、「背景形象」、「環境形象」及「視覺形象」認知程度有顯著的差異性。三、不同居住地區的學生對於「背景形象」、「環境形象」認知程度有顯著的差異性。基於研究結果，建議學校在推行公共關係相關事務時，要使用全方位的公共關係策略不能只偏重於公共關係內的其中一項做法，同時要針對不同特性的學生、訴求運用不同的公共關係媒介，來達成學校與學生之間溝通的目的，將有助於提升學校品牌知名度與學校形象，進而達到推行公共關係的最終目的。

關鍵字

公共關係；學校公共關係；知名度；學校形象

並列摘要

With the impact on the trend of decreasing birthrate and the increasing number of universities, many universities face an unprecedentedly grand competitive pressure. The situation among the private universities is more obvious than the public universities. Thus some of the schools start to take use of promoting public affairs to be the communication channel to the target group, looking forward to be able to upgrade the popularity and constructing a good image of school in order to increase the enrollment rate. In this investigation, we set the six private universities of technology in Taichung as our research target, which less people researched, and investigated the promoting situation of public relation of these private universities. We found that among the six private universities of technology, only three of them have offices specially dealing with public relation. In this investigation, these three private universities of technology are the main research target. With questionnaires surveying, 350 pieces are surveyed, and while 300 pieces are valid. We have the following conclusion. 1.Students of different genders have significantly different degrees of identification toward “image of background” and “visual image”. 2.Students at different ages have significantly different degrees of identification toward “image of teachers ”, “image of background ”, “image of environment” and “visual image ”. 3.Students living in different areas have significantly different degrees of identification toward “image of background” and “image of environment”. According to the research results, when promoting affairs regarding public relation, we recommend schools to use the comprehensive public relation strategy, with no bias toward any single strategy of public relation. Meanwhile, different demands and usages of public relation should be aimed to the students with different characteristics, in order to reach the target of good communication between the students and the schools. It will help the schools to increase the popularity and images and to reach the target of promoting public relation.