| Summary: | 碩士 === 銘傳大學 === 傳播管理學系碩士在職專班 === 103 === Due to the unwillingness of the young generation to bear children, the oversupply of universities in Taiwan emerged. Since the Ministry of Education has announced repeatedly its policy of cutting the number of universities by 50 from the current 159 universities. The higher educational institutions faced an impasse. Threatened by such an atmosphere, many universities have been scrambling to copy the public relation strategy adopted by the private enterprises. Many colleges and universities are launching PR campaigns to approach the interest groups which have a "say" in the appraisal of college performance. The PR campaigns intend to boost the college "brand name", enhance their influence and social recognition of their competitiveness. The ultimate goal of such campaigns is sustainable operation and cultivating talents for the society.
This study was designed to research the PR strategy of "A" college. This science and technology college has a history of more than 40 years. The study analyzes its PR strategy in four aspects: brand name PR strategy, topic management, crisis management, and image recovery.
The study found out: After the college adopted the "topic management" to monitor its performances, the public media normally recognize its performances. The topic management system evaluates its performances in five areas -- cooperation with the private enterprises; internship results; employment and high salary; patented inventions; garnered awards from competitions. Achievements in these five areas are usually reported positively by the mass media.
The study also discovered: Any seemingly insignificant ignorance in college crisis management would lead to negative and controversial media report. Anything from campus security, communication between the faculty and the students, disputes about the students'' scores, relationships with the neighboring community to issues about the students'' eating, clothing, housing, and transportation could lead to crisis. The study discovered once a crisis occurred, the college''s immediate response and explanation to the media could minimize the damage. It also found out: after crisis management, the college should examine the causes of the crisis, and included the case in organization learning to prevent the occurrence of similar crisis in the future.
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