桃園縣國民小學新聞公關人員角色認知與媒體關係之研究

• Main Author: 劉榮輝
• Other Authors: 陳雪雲
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/64008579199479302127

碩士 === 國立臺灣師範大學 === 社會教育學系在職進修碩士班 === 96 === A Study of News Publicists' Role Cognition and Media Relations of Primary School in Taoyuan County Abstract The purpose of this thesis is to explore the primary school public relations practitioners’ role cognition and their media relation in the primary schools of Taoyuan County. Furthermore, their practice on the daily basis and the difficulty faced with are elucidated. The questionnaire was issued to 185 primary schools with a sample of 370 public relations practitioners in Taoyuan County in September 2007 and 309 were complete. The major findings of this research are as follows: (1) More than 72.5% out of 185 primary schools in Taoyuan County didn’t set up the department of public relations or impetus group at present. Less than 10% of the schools have constituted public relation work plan, but 85.8% have news spokesman. Most of the public relation affairs in the School are served concurrently by the crisis management convener (Head of School) or addresser (Director of studies or students) (2) Most of school public relations practitioners are male teachers; age from 31 to 50. They have a master degree and near 90% is school principal or director. Journalism was not their major, only 43.7% attended short term workshops about the practice of journalism and public relations. Moreover, 65% of practitioners are taking office for two years. (3) The school public relations are still on the initial stage, and each school hold a conservative attitude toward advancing media public relations. More than 70% are dissatisfied with the practice of public relations. Schools often release the information through the newspaper; nevertheless the reportage is only one or twice a year. (4) The practitioner faces with a lack of knowledge and skill in dealing with the news media in general and journalist in particular. Also, they are busy in doing school business. They hope that the government can increase budget, and offer the PR workshops, even offer the rewards. (5) The study hypothesis is accepted that the practitioners’ role cognition and media relation has a positive correlation. Put it differently, if the role cognition score higher, the practitioners play an active role in association with journalists. (6) The study shows that the role cognition is the best predictor of the media relation. Based on this, some suggestions are as follows: (1) The educational authority should establish the norm, and launch training program for the school PR practitioners. (2) Kept schools public relations in sound system, for example, evaluate the fruitage of schools public relations and offer the practitioner with help and awards, keeping the name list of journalists, and so on. (3) Encourage the practitioners learning professional knowledge and skill, and working as a team. (4) The suggestions for the future research include add new variables for theory building, or conduct case study for elucidation of outstanding school PR, etc. Keywords：school public relations practitioners, role cognition, media relation