| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 100 === Through literature review this study constructed six dimensions concerning college media publicists: role cognition, relationship establishment and maintenance, news-agenda setting and manipulation, crisis communication, reliability and trust, and paying for media coverage. To provide a reference for regulating media relations and operating college propaganda strategies, the current study applied a questionnaire survey to find out how the college faculty and students (internal customers) and journalists (external customers) felt about the college media publicists in the Kaohsiung area in the cognition of public relations as well as news-agenda preferences and comprehension. From the survey, some conclusions are summarized as follows:
(1) The college media publicists receive the recognition in both the role and their professionalism. (2) It is considered to be the most important by journalists that the media publicists are always on-call. (3) There are preference differences among college faculty and students, journalists, and media publicists. (4) The performance of the university and the media publicists in crisis communication is mostly disapproved and dissatisfied. (5) Internal and external customers appreciate the media publicists’ friendliness and service quality, however, not reliability and trust. (6) Paying for media coverage is not encouraged.
In the aspect of management implications, college media publicists should enhance three core competencies: news report writing, communication, and photography. Moreover, the subjects of this study basically agreed that the image and the characteristics of the universities can be strengthened by positive media reports. Paying for media propaganda, however, was believed to be unnecessary and ineffective. It was even rejected by the journalists. Consequently, discovering campus news stories was supposed to be prior to budgeting for media coverage.
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