A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area

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...

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Main Authors: Wei-Sung Cheng, 鄭為松
Other Authors: Kuen-Horng Lu
Format: Others
Language:zh-TW
Published: 2012
Online Access:http://ndltd.ncl.edu.tw/handle/84439313647217713226
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spelling ndltd-TW-100NUK050260072015-10-13T20:52:04Z http://ndltd.ncl.edu.tw/handle/84439313647217713226 A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area 高雄地區大學校院師生與記者對校內媒體公關的角色認知與關係建立之研究 Wei-Sung Cheng 鄭為松 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. Kuen-Horng Lu 盧昆宏 2012 學位論文 ; thesis 121 zh-TW
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description 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.
author2 Kuen-Horng Lu
author_facet Kuen-Horng Lu
Wei-Sung Cheng
鄭為松
author Wei-Sung Cheng
鄭為松
spellingShingle Wei-Sung Cheng
鄭為松
A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area
author_sort Wei-Sung Cheng
title A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area
title_short A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area
title_full A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area
title_fullStr A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area
title_full_unstemmed A Study on the Campus Media Publicists’ Role Recognition and Relationship Establishment / Maintenance among the College Faculty, Students and the Journalists in the Kaohsiung Area
title_sort study on the campus media publicists’ role recognition and relationship establishment / maintenance among the college faculty, students and the journalists in the kaohsiung area
publishDate 2012
url http://ndltd.ncl.edu.tw/handle/84439313647217713226
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