學校與媒體關係之研究   全文下載

A Study of the Relations Between the Schools and the Mass Media

本研究主要探討學校與媒體關係，希望有助於學校未來推展媒體公關，目前市場化趨向，所以愈來愈重視公關及行銷，也開始爭取媒體曝光的機會，以提高知名度。提出相關結論如下：1.學校需對媒體保持正向態度，以增進學校事務發展；2.學校需打破養護型組織心態，積極與媒體公關及互動；3.學校應以多元策略面對媒體，避免僵化及缺乏彈性；另提出相關建議如下：1.建立新聞處理標準作業流程（sop），使其法制化及制度化；2.定期辦理媒體公關研習及交流活動，增進媒體專業能力及關係；3.減少新聞聯絡人課務或行政業務，並建立獎勵機制；4.增加學校單位及人員間聯繫與協助，並使其了解媒體特色及重要性；5.運用多元行銷管道，有效處理學校新聞。

This study has examined the relationship between the media relation and schools. Hopefully the research can help the schools to promote public relations. Due to the tendency of marketization nowadays, schools have been more engaged in public relations and promotion activities. The conclusions are as follow: 1.To maintain a positive attitude to enhance the development of school affairs; 2.Break the domesticated organization mentality, positive interaction with the media；3. Multiple strategies to face the media, to avoid rigid and inflexible. The suggestions are as follow:1.Schools should establish the norm and Standard operating procedures (sop); 2. Provide journalism related training and study to news correspondents; 3. Reducing news correspondent Curriculum or administrative operations, and establish incentives; 4. Increase contact and assistance between the school units and personnel, and make them aware of the media characteristics and important;5. Use of multiple marketing channels to effectively deal with school news.