研究生: |
鄭文怡 |
---|---|
論文名稱: |
國內大學公共關係研究--以國立台灣師範大學及世新大學公共關係室為例 |
指導教授: | 胡光夏 |
學位類別: |
碩士 Master |
系所名稱: |
大眾傳播研究所 Graduate Institute of Mass Communication |
論文出版年: | 2009 |
畢業學年度: | 97 |
語文別: | 中文 |
論文頁數: | 129 |
中文關鍵詞: | 學校公關 、大學公關 、組織溝通理論 |
論文種類: | 學術論文 |
相關次數: | 點閱:157 下載:10 |
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摘要
本研究以國立台灣師範大學公共關係室和世新大學公共事務室為例,採公關理論中的管理學派觀點,探討大學公關單位的成立原因及對大學公關的工作理念、大學公關工作的作為及執行方式、與媒體的溝通方式及溝通策略、及總體資源成效評估。
本研究所擬定的研究問題如下:
(一) 世新與台師大學校公關室單位成立的目的為何?對於單位的整體目標有何理念?(二) 世新與台師大公關室有哪些重點工作內容?實際執行上落實的方式為何?(三) 世新與台師大公關室與媒體實際的溝通程序為何?又與媒體的互動上,採行何種策略?(四)檢視世新與台師大公關室的人力、人際關係、軟硬體上的資源狀況?工作成效以何種標準來評估?
經由文獻探討,加上深度訪談的結果,歸納出以下研究發現:
一、理念:(一)台師大的公關重點在形象改造;世新大學的重點則在媒體經營。(二)兩所學校都重視長期的公共關係,追求學校的永續發展。
二、實務:(一)台師大公共關係室的編組上,職稱清楚、職務分明;相較於世新大學公共事務室,只稱組員沒有職稱,且工作業務也沒有明文列出。 (二)世新大學運用方法與技巧,來克服人力上、時間上的限制,短短時間內,已發展出良好的媒體關係、校友資料庫、及報考學生資料庫;台師大則積極運用原有的資源,加上人脈的廣泛利用,創造出無數的社會關係資源。
三、媒體溝通與策略:(一)兩所學校平時與媒體的溝通是雙向不對等溝通;而在危機議題時,則採雙向對等溝通。(二)在與媒體的策略上,台師大是使用資訊中介,世新大學則偏向人際溝通。
四、評估:(一)兩所學校多注重人力資源及人際關係資源;有待加強軟硬體資源的運用。(二)世新大學的公眾接觸以學生、媒體為多,可加強與教職員的溝通及企業接觸;台師大則以企業連結為多,但也必須多爭取公共關係室的經費來源。
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