培育運動公關專業人員：以臺灣大專院校體育運動相關科系課程為例

Cultivating Sports Public Relations Experts: Taking the Courses of Sports Related Colleges and Departments in Taiwan as an Example

張怡瑛(Yi-Ying Chang) ； 黃妍榛(Yen-Chen Huang)

《大專體育》 147期 (2018/12) Pp. 21-30

https://doi.org/10.6162/SRR.201812_147.0003

摘要

運動公關專業人員已成為運動產業中不可或缺的角色之一。因此近年來教育單位已積極設立運動傳播或運動公共關係（簡稱公關）相關系所，藉此提倡公關素養及培育更多運動公關專業人才。有鑑於此，本文目的在探討臺灣大專院校培育運動公關專業人員之現況。透過文獻回顧瞭解運動公關之專業能力向度，並採用文件分析，探討臺灣大專院校106學年度之休閒管理學類、運動資訊傳播學類、運動管理學及體育學類系所規劃開設之運動公關與新聞傳播相關課程情形。整理分析後結果顯示：運動公關專業人員首要應具備體育運動專業知識，設立課程部分，以運動資訊傳播學類所開設堂數為最多，而從教學大綱發現，大部分科系課程均符合運動公關專業能力，另外則需加強如：語言、執行、人際關係、媒體關係、社區關係、民意調查與多媒體使用等專業能力。綜上所述，教育單位之課程規劃扮演著學生專業能力養成的主要關鍵角色，希冀臺灣體育運動領域能更重視公關教育，亦可增加實務性課程設計，以提高學生有實習及理論應用的機會，俾得有效提升運動產業之公關人才的專業能力。

關鍵字

運動產業 ； 運動傳播 ； 專業能力 ； 教學大綱

並列摘要

Sports public relations experts have seen their role in the sports industry expand in recent years. Therefore, sports communication or sports public relations educational institutes have been established to actively promote public relations literacy and cultivate more professionals in the field. Through literature review and document analysis, this paper aims to explore the contributions of colleges in Taiwan in the 106 academic year toward the dimensions of professional competence, public relations, journalism and communication within the field. Its scope includes related departments such as leisure management, sports information and communication, sports management and physical education. The results of this paper indicate that sports public relations experts should have professional knowledge of sports; sports information and communication departments have the largest number of related courses; from the syllabus, the content of most of the courses seems in line with the related principles of professional competence. In addition, it is necessary to strengthen professional competence in numerous areas, including oral and written communication, executive skills, interpersonal relationships, media relations, community relations, public opinion polling, and multimedia skills. In summary, the course planning of educational institutions plays a major role in the development of student's professional competence. It is hoped that sports-related fields in Taiwan will pay greater attention to public relations education, and increase the practical courses designed to improve student's opportunities for internship and application of theory. The overall effect should enhance the professionalism of public relations in Taiwan's sports industry.

並列關鍵字

sports industry ； sports communication ； professional competence ； syllabus

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