| Summary: | 碩士 === 國立臺灣師範大學 === 教育政策與行政研究所 === 101 === This study is aimed at understanding the current condition of school public relation operation and strategy in universities and colleges of Taiwan between the two
variances. The conclusions and suggestions would be presented according to study result.Research method employed in this study is questionnaire survey. All school public relation officials in universities and colleges of Taiwan were included into this study and investigated by questionnaire survey 251 samples and 174 of the retrieved were valid. These valid questionnaires were analyzed by means, standard deviations, T-test and One-way ANOVA. The analysis of the data revealed the following conclusions:
1. The current conditions of the school public relation operation in universities and colleges of Taiwan are great especial on “marketing and two- way symmetrical”; however,
“PR evaluation and revision” need to be improved.
2. The current conditions of the school public relation strategy in universities and colleges of Taiwan are excellent especial on “two- way communication strategy” and“interpersonal communication strategy”; however, “mediated communication strategy”need to be promoted.
3. In “environmental analysis and research
investigation”, “forming vision and developing plan” and “marketing and two- way symmetrical”, the middle-sized
universities and colleges and large-sized universities and colleges are obviously higher than the small-sized universities and colleges.
4. In “interpersonal communication strategy”, the general universities are obviously higher than the technical universities.
5. In “mediated communication strategy”, “Interpersonal communication strategy”, “twoIII way asymmetrical” and “two- way symmetrical”, the middle-sized universities and colleges and large-sized universities and colleges are obviously higher than the small-sized universities and colleges.
6. In “mediated communication strategy”, “Interpersonal communication strategy” and “two- way symmetrical”, the central district universities and colleges is obviously higher than the northern district universities and colleges, the southern district school and the
eastern district universities and colleges.
Based on the findings, suggestions are presented for the school public relation
operation and strategy, and future research.
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