變動中的媒體環境對於公關教育課程規劃的影響：以「公共關係理論專題：網路傳播」課程為例

How the Changing Media Environment Influences the PR Curriculum: Taking the Course of 'Special Topics on Public Relations Theories: The Internet Communication' as an Example

本研究回顧台灣及美國的公共關係教育文獻，發現無論是美國或台灣公關教育界，大多遵循「作中學」的實務導向、重視科際整合、傳授「知識」vs.「技能」領域三原則來開設相關課程。本文主張，在社會環境變動劇烈的台灣，現有課程之規劃顯然有其不足之處，公關教育者必須加強知識取向的「進階公關理論」或「獨立專題」課程之規劃，方能符合現況，滿足實務需求，並培養更優秀的公關研究人才。最後，本論文以「公共關係理論專題：網路傳播」課程為例，具體說明課程規劃、教學目標，並檢視教學成果，為公關課程之規劃建立範例。

The present study reviews the literature of public relations education both in Taiwan and the United States, and finds that mainly there are three approaches employed to construct the public relations curriculum. They are respectively 'doing-by-learning,' 'interdisciplinary,' and 'knowledgeoriented vs. skills-oriented' approaches. The author argues that during the era of rapid changing media environment, Taiwan public relations curriculum falls short of the ability to cope with the ongoing changes in society. The study suggests that the public relations educators offer advanced courses with an emphasis on theories or discussions relevant to current media issues, the Internet, in particular, in order to meet the needs of the public relations practices as well as to train more researchers in this field. This paper also takes the course of 'Special Topics on Public Relations Theories: The Internet Communication' as an example to illustrate further the course design and the desired instructional goals, and to examine the course result. Finally, the present paper proposes a model of public relations course design.