我國大學公關策略與公眾關係推動現況之研究

Abstract

大學公共關係業務的推動在學校發展中扮演舉足輕重的角色，其中，公關策略與公眾關係兩者分別被視為影響及決定公共關係效果的重要變項，本研究以融合東方文化的分析構面，突破傳統僅以西方理論作為解釋的限制，來探討我國大學公共關係組織在推動公關策略以及公眾關係上的現況情形。 本研究以95學年度全國163所大專校院中負責公共關係業務之主管做為研究對象，採以郵寄問卷調查法，有效問卷回收率達56%，經由研究工具信效度檢核後，再以單因子變異數分析、皮爾森積差相關與簡單迴歸進行資料分析。 研究結果發現從教育程度、公關訓練、工作經驗、學校歷史以及公共關係組織設置等變項中分別在公關策略及公眾關係上具有顯著差異，顯示我國大學公共關係組織現況仍有待改善，另外，大學組織中最重視的公眾為學生與教職員團體，最後也發現公關策略對於公眾關係上具有74.8%的高度解釋變異量，顯示大學愈投入公關策略的推展，則可以提昇與公眾間關係的品質。 研究建議大學應儘速成立公共關係專責單位並列為一級組織以及強化公關人員的實務類進修課程，同時應重視公關人員的工作經驗和潛在價值，此外亦需廣納內部公眾團體的意見，最後，大學更應致力於公關策略的推展來加強公眾關係的緊密程度。Public relations in higher education plays a significant role in the school development, and public relation strategy and public relationship are considered as the important variables in determining the effectiveness of a university’s public relations in the highly competitive environment. This study explores the current situations of universities’ public relations in Taiwan with the perspective of Oriental culture. The subjects of this study were the executives of public relations in 163 universities nation-wide in 2007. The mail survey was applied and the response percentage amounts to 56%. After the reliability and validity test, one-way ANOVA, Pearson correlation, and simple regression were implemented to analyze data. The result found that the current situations of public relation strategy and public relationship respectively need to be improved from the significant differences of educational level, training of public relation affairs, related working experiences, school history, and level of public relation organizations at the university and so on. Besides, the most important public groups of university are students, faculty and employees sequentially. What’s more, this study concludes that public relation strategy can explain by 74.8% toward public relationship, showing that the more universities devote themselves to exercising the public relation strategy, the higher the quality in public relationship. On the basis of the outcome, the study suggests that universities should establish the formal unit of public relations; in the meanwhile, it should be classified as the first-class unit in the school organizational structure. Further, school should strengthen the practical courses for public relations personnel, focus on their working experiences and potential values, and adopt opinions from internal public groups. Finally, universities should work on the impetus of public relation strategy positively to intensify public relationship.