北區大學校院職員知覺學校公共關係之調查研究

Abstract

本研究旨在瞭解北區大學校院學校公共關係之現況，針對北區大學校院職員對學校公共關係的推展歷程及利害關係人的知覺進行研究，研究內容包含學校公共關係推展歷程的「計畫訂定與決策」、「傳播溝通之策略」及「成效評估與回饋」等三個層面，以及與學校相關之利害關係人，包含「學生關係」、「教職員關係」、「家長關係」、「社區關係」、「校友關係」、「企業關係」、「媒體關係」及「社會大眾關係」等八個關係面向之知覺情形。其中環境變項包含：學校類型及學校規模等兩項；個人變項包含：生理性別、聘任方式、服務單位及在校服務年資等四項。

本研究採問卷調查法，使用問卷為研究者自編之「北區大學校院職員知覺學校公共關係之調查問卷」，並以立意抽樣方式對108學年度北區大學校院20所在職職員進行施測，共計發出980份問卷，回收有效問卷592份，採用之統計方法包括：描述性統計、獨立樣本t考驗及單因子變異數分析，主要研究發現如下： 一、整體而言，北區大學校院職員對於推展學校公共關係可促進之三個目標觀點持高度認同，且不同背景變項職員之知覺均無顯著差異。 二、整體而言，不同服務單位的職員知覺學校公共關係現況有顯著差異。 三、學校公共關係推展歷程整體而言以「傳播溝通之策略」層面表現最好，而「成效評估與回饋」層面則有待加強。 四、學校公共關係利害關係人面向整體而言以「企業關係」表現最好，而「家長關係」則最有待加強。 五、部分不同背景變項之職員在「計畫訂定與決策」與「成效評估與回饋」層面有顯著差異。 六、部分不同背景變項之職員知覺學校公共關係利害關係人之「學生關係」、「教職員關係」、「家長關係」、「社區關係」、「校友關係」及「社會大眾關係」面向有顯著差異。

本研究依上述研究發現，對大學校院相關單位及人員提出建議，以作為未來大學校院持續推動公共關係之參考。The purpose of this research is to understand the current state of public relations in the campus of the University of North District, and to study the staff of the University of North District on the development process of school public relations and the perception of stakeholders. There are three levels of “drawing and decision-making”, “communication strategy” and “effectiveness evaluation and feedback”, as well as perceived situations of eight relational aspects stakeholders related to the school: including “student relations”, “faculty relations”, “parent relations”,"community relations", "alumni relations", "corporate relations", "media relations" and "public relations". Among them, environmental variables include: school type and school size; personal variables include: physical sex, employment method, service unit and school service years.

This study adopts the questionnaire survey method, using the researcher’s self-compiled "Questionnaire on the Perception of School Public Relations by the Staff of the North District University", and conducted the survey on 20 staff of the North District University in 2019 by means of intentional sampling. A total of 980 questionnaires were sent out, and 592 valid questionnaires were retrieved. The statistical methods used include: descriptive statistics, independent sample t-test and single-factor analysis of variance. The main findings are as follows: 1. On the whole, the staff of the North District University College highly agrees with the three goals that can be promoted by the promotion of school public relations, and there is no significant difference in perceptions of staff with different backgrounds. 2. On the whole, staff of different service units perceive significant differences in the current state of public relations in schools. 3. The overall promotion process of school public relations performed best at the level of"communication strategy", while the level of "effectiveness evaluation and feedback" needs to be strengthened. 4. Stakeholders of school public relations as a whole perform best in "corporate relations", while "parent relations" need to be strengthened the most. 5. There are significant differences between "plan formulation and decision-making" and "effectiveness evaluation and feedback" for some employees with different background variables. 6. Some staff members with different backgrounds perceive the stakeholders of school public relations as “student relations”, “faculty relations”, “parent relations”, “community relations”, “alumni relations” and “public relations”. Significant difference.

Based on the findings of the above research, this research makes suggestions to the relevant units and personnel of the university campus, which will serve as a reference for the future university campus to continue to promote public relations.