我國師範/教育大學公共關係與學校形象關係之研究

尤敦正

指導教授 ： 王如哲

國立臺灣師範大學/教育學院/教育學系/碩士(2009年)

摘要

本研究旨在探討我國師範/教育大學公共關係與學校形象關係之現況，分析不同背景變項與學校變項知覺學校公共關係與學校形象的差異情形以及兩者間之關係，再根據研究發現與結論，提出建議供相關單位參考。本研究採用問卷調查，以我國8所師範/教育大學之教職員為研究對象，共寄發問卷700份，回收有效問卷432份，有效問卷回收率為61.71%，將所得資料以描述性統計、t考驗、單因子變異數分析、皮爾森積差相關、逐步多元迴歸等統計方法進行分析。本研究根據文獻探討與研究結果，獲得以下結論：
一、整體而言，我國師範/教育大學公共關係實際情況低落，其中以「學生關係」層面表現最好，而在「企業關係」、「家長關係」層面有待加強。
二、整體而言，我國師範/教育大學學校形象實際狀況良好，其中以「教師形象」層面表現最好，而在「課程形象」、「行政服務形象」層面尚待加強。
三、師範大學、中部及南部教職員對學校公共關係之知覺程度較高。
四、曾推動學校公關經驗教職員對學校形象之知覺程度較高。
五、師範/教育大學公共關係與學校形象間具有正向的關聯。
六、師範/教育大學公共關係的分層面對學校形象有正向預測作用，其中以「教職員關係」最具有預測力。
此外，根據上述研究結論，提出相關建議供相關單位及人員之參考。

關鍵字

公共關係 ； 學校形象

並列摘要

The main purposes of this study were to investigate the current situation of public relations and school image of normal universities and universities of education, to analyze the differences between the two factors when presented in different backgrounds, and to explore the relationship between the two factors. The quantitative data from questionnaire survey was used in this study. The 700 subjects were randomly sampled from teachers and employees in eight normal universities and universities of education, and 432 effective questionnaires were collected. With regard to the data analysis, descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation and stepwise multiple regression were used. According to the findings of the study, conclusions are synthesized as follows:
1. The situations of pulice relations of normal universities and universities of education are low. Among all aspects of public relations, “student relations” aspect is scored the highest, but “business relations”and “parent relations” aspect wait for strengthening.
2. The situations of school images of normal universities and universities of education are good. Among all aspects of school images, “teacher images” aspect is scored the highest, but “curriculum images”and “administrative service images” aspect wait for strengthening.
3. The teachers and staffs in normal universities and in middle and south of Taiwan have higher perception about school public relations.
4. The teachers and staffs who have experience for impetusing public relation have higher perception about school images.
5. There is positive relationship between school public relations and school images.
6. The aspects of school public relations can predict positively school images. Among all aspects of school public relations, “teachers and staffs relations” make best predictions.
Based on the research findings, several suggestions are offered for relative organizations and staffs.

並列關鍵字

public relations ； school image

參考文獻

劉秀曦（2001）。我國大學公共關係之探討。學校行政，11，14-24。

楊文雄（1987）。系統理論與系統方法的概念在教育行政上的應用。教育學刊，7，32-70。

施明發（1973），公共關係在學校行政中的應用。師友，70，24-26。

黃昆輝（1992）。教育行政學。台北：東華。

洪啟昌（2001）。台北縣國民小學公共關係與學校效能關係之研究。國立台北師範學院國民教育研究所碩士論文，未出版，台北市。