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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 = ...

國立高雄大學亞太工商管理學系碩士班

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 = 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

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	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
作者:	鄭為松,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	110面圖，表 : 30公分;
標題:	媒體公關
標題:	media publicist
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/46252232384591873446
附註:	參考書目：面86-90
摘要註:	本研究透過文獻建構出大學媒體公關人員的角色認知、關係建立與維持、新聞議題設定與操作、危機傳播、可靠與信任、付費式媒體報導等6個構面，並利用問卷調查法找出高雄地區大專校院媒體公關的內部顧客師生、外部顧客記者對公關認知、新聞議題偏好及理解等項目，做為媒體公關制定及操作學校宣傳策略時的參考依據，得出以下結果：1.大學媒體公關角色的功能與專業獲肯定；2.記者對「可隨時聯絡上媒體公關」最重視；3.師長、學生、記者、公關對新聞偏好各有不同；4.普遍不認同與不滿意大學與媒體公關的危機傳播處理表現；5.媒體公關和善與服務獲肯定，可惜未轉換成可靠與信任；6.對付費式報導的態度保守。衍生的管理意涵為大學媒體公關須強化新聞採訪寫作、溝通協調、攝影等三大核心能力。此外，受測者普遍同意透過媒體正面報導可提升學校形象與特色，但付費式媒體宣傳報導的必要性與效果似乎不受到師生與媒體公關青睞，甚至令記者產生排斥心理，因此「發掘校園內新聞題材」應更優先於「編列付費式報導經費」。 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.

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 = 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
鄭, 為松

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 = 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 / 鄭為松撰 - [高雄市] : 撰者, 2012[民101]. - 110面 ; 圖，表 ; 30公分.
參考書目：面86-90.
媒體公關media publicist

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 = 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
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