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研究資料明細
| 論文名稱 | 大學院校公關與媒體互動之研究 |
| 發表日期 | 2011-11-01 |
| 論文收錄分類 | 其他 |
| 所有作者 | 張德娟 |
| 作者順序 | 第一作者 |
| 通訊作者 | 否 |
| 刊物名稱 | 人文資源研究學報 |
| 發表卷數 | |
| 是否具有審稿制度 | 是 |
| 發表期數 | 10 |
| 期刊或學報出版地國別/地區 | |
| 發表年份 | 2011 |
| 發表月份 | 11 |
| 發表形式 | 紙本 |
| 所屬計劃案 | 無 |
| 可公開文檔 |
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| 可公開文檔 |
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| 可公開文檔 |
[摘要] :
近年來大學院校大量增設，而出生人口大量減少，因此面臨招生劇烈競爭，如何讓社會大眾認識與了解學校，公共關係是一門相當重要且迫切性的課題。本論文即以大學公關與媒體互動進行研究，目的乃瞭解大學院校公關與媒體之實際運作，以及媒體對學校公關的認知情形與增加新聞在媒體的曝光率。採質性研究的文獻分析與深度訪談法。
研究分析發現，鼓勵大學建立公共關係制度，加強公關人員與媒體之間的互動與方式乃首要任務，其次需要加強學校組織危機處理的能力。且因學校新聞無法引起媒體的特別注意。故受訪的媒體主管與記者們建議公關要提供事實、提供故事、提供受訪對象且新聞的重要性、話題性與畫面很重要，如搭配新聞圖片或現場畫面並要有新聞性及特色性；設計符合該媒體特性的消息較容易在媒體曝光 。
本研究結果顯示，大學愈投入公關策略的推展，愈可提昇與公眾間關係的品質。國內大學院校應致力於公關策略的推展來加強公眾關係的緊密程度。換言之，大學公關與媒體互動主要的目的，在促使校園的正面新聞得以順利報導，報導之後其效益主要在學校良好形象塑造，能深植人心，得到肯定與支持。
關鍵詞：公共關係 、 媒體 、 互動 、大學管理者
[英文摘要] :
College Students spend a lot of time surfing on the internet world through computers. Most of them have different preferences and interpretations of internet messages, but few studies concern about this fact in campus.
The purpose of this study is trying to examine if there is no difference in college students’ preference and interpretation of internet messages in terms of their gender..
The study used the methods of qualitative and participatory observation in the "Visual Psychology" course classroom. The author observed and recorded the reactions as students received the messages from internet. and also employed in-depth interview method on a total of 12 college students, half male and half female, asking them to answer some questions., each for 2 ~ 3 times for 2 ~ 3 hours each time.
The results of the study showed: it has a significant gender difference of preferences and interpretations of internet messages among college students. For example, most of female students are very concerned about the meaning of messages to express what is in the end, especially to be able to touch the hearts of the moving point. On the contrary, most male students like messages which are full of fun and entertainment.
The results of this study can provide advice for teachers to prepare different networks of teaching materials according to different internet interpretations of students’ gender differences. Based on the results of this study, teachers can use suitable teaching strategies to enhance teaching quality and teaching effectiveness.
