我國大學公共關係運作與策略之調查研究－以設有專責單位的大學為例

The Study on the School Public Relation Operation and Strategy in the Universities and Colleges of Taiwan: with the Department of Public Relation in Universities and Colleges as an Example

黃則蓉

指導教授 ： 魯先華

國立臺灣師範大學/教育學院/教育政策與行政研究所/碩士(2013年)

摘要

本研究旨在瞭解我國大學公共關係運作與策略之調查研究，並依據研究結果，提出結論與建議。本研究採用問卷調查法進行，以我國大學設有公共關係之專責單位為調查研究對象。從各種管道蒐集有關文獻，探討我國大學公共關係運作與策略之情形，針對所學校之學校公關人員進行調查，共回收有效問卷174份（回收率為69.9％），分別以平均數、標準差、t考驗、單因子變異數分析，對研究資料進行分析，獲致下列結論：
一、我國大學公共關係運作的落實程度極佳，以「傳播行銷與雙向溝通」落實程度最佳，而以「公關評估與調整修正」可再加強。
二、我國大學公共關係策略的運用程度優異，在「雙向對等溝通策略」與「人際溝通策略」的運用程度達到優異，而以「資訊中介策略」還可以再提昇。
三、中大型大學在「環境分析與調查研究」、「共塑願景與推展計畫」與「傳播行銷與雙向溝通」的落實程度顯著優於小型大學。
四、一般大學在「人際溝通策略」的運用程度顯著優於科技大學。
五、中大型大學在「資訊中介策略」、「人際溝通策略」、「雙向不對等策略」與「雙向對等策略」的運用程度顯著優於小型大學。
六、中部地區大學在「資訊中介策略」、「人際溝通策略」與「雙向對等策略」的運用程度顯著優於北部、南部、東部地區大學。

本研究依據上述結論，提出對於學校公共關係運作與策略及未來研究的建議:
一、重視學校公共關係成效評估與調整修正，尤其會定期檢討公關計畫。
二、強化學校公共關係資訊中介策略運用程度的完整，尤其會利用網路互動軟體。
三、小型大學應多加強在公共關係運作與策略整體的表現。
四、科技大學應多加強在人際溝通策略運用程度的完整。

關鍵字

學校公共關係 ； 公共關係運作 ； 公共關係策略

並列摘要

This study is aimed at understanding the current condition of school public relation operation and strategy in universities and colleges of Taiwan between the two
variances. The conclusions and suggestions would be presented according to study result.Research method employed in this study is questionnaire survey. All school public relation officials in universities and colleges of Taiwan were included into this study and investigated by questionnaire survey 251 samples and 174 of the retrieved were valid. These valid questionnaires were analyzed by means, standard deviations, T-test and One-way ANOVA. The analysis of the data revealed the following conclusions:
1. The current conditions of the school public relation operation in universities and colleges of Taiwan are great especial on “marketing and two- way symmetrical”; however,
“PR evaluation and revision” need to be improved.
2. The current conditions of the school public relation strategy in universities and colleges of Taiwan are excellent especial on “two- way communication strategy” and“interpersonal communication strategy”; however, “mediated communication strategy”need to be promoted.
3. In “environmental analysis and research
investigation”, “forming vision and developing plan” and “marketing and two- way symmetrical”, the middle-sized
universities and colleges and large-sized universities and colleges are obviously higher than the small-sized universities and colleges.
4. In “interpersonal communication strategy”, the general universities are obviously higher than the technical universities.
5. In “mediated communication strategy”, “Interpersonal communication strategy”, “twoIII way asymmetrical” and “two- way symmetrical”, the middle-sized universities and colleges and large-sized universities and colleges are obviously higher than the small-sized universities and colleges.
6. In “mediated communication strategy”, “Interpersonal communication strategy” and “two- way symmetrical”, the central district universities and colleges is obviously higher than the northern district universities and colleges, the southern district school and the
eastern district universities and colleges.
Based on the findings, suggestions are presented for the school public relation
operation and strategy, and future research.

並列關鍵字

school public relation ； public relation operation ； public relation strategy

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