大學推廣教育公共關係策略、組織結構與組織績效之研究

Abstract

知識經濟時代來臨使得終身學習風潮盛行，高等教育急速擴增，再加上成人學習者對學習的需求增加，各大學開始重視推廣教育的功能。而推廣教育也成為成人學習重要的學習場域之一。在競爭激烈的教育市場中，公共關係所具備之現代組織經營管理、溝通與協調的特質，在推廣教育組織的發展與推廣上，扮演重要的角色。 因此，本研究旨在瞭解大學推廣教育組織之公共關係策略之運作情形、效果評估以及組織結構對其二者之影響。 本研究將大學推廣教育組織公共關係策略分為對等溝通、雙向溝通、資訊中介、人際溝通以及社交活動五個策略構面。同時，為進一步瞭解公共關係對大學推廣教育非營利組織績效的影響，本研究以平衡計分卡架構將組織績效分為財務、學習與專業成長、內部流程及公眾四構面加以探討。 本研究針對國內149間大學推廣教育組織中公共關係業務負責人寄發電子郵件，計獲得125份有效問卷，回收率83.8% 。接著，進行次數分配、信度分析、相關分析、T檢定及迴歸等統計分析，回答並檢驗本研究之研究問題與研究假設。 本研究之重要發現包括： （一)國內大部分推廣教育組織無設立公關單位，對公關普遍較不重視； （二)設有獨立公關組之大學推廣教育組織，公關策略運作上有更好表現； （三)大學推廣教育組織平日較缺乏處理與大眾媒體相關之工作與舉辦公 關特定宣傳與推廣之活動； （四)公關策略與組織績效呈現正相關； （五)公共關係策略對組織績效的影響性並不顯著，顯示國內推廣教育公共關係運作仍待加強；以及 （六)國內目前推廣教育整體之組織結構傾向高正式、低分權及低專精之結構環境，此皆可能較不利於公關策略之推展。It is the era of knowledge-based economy nowadays and the trend of life-long learning thrives. The quick expansion of higher education and the increasing learning demand of adult learners have made universities think highly of the function of their extension education. University extensions have gradually become significant learning institutes for adults. In the competitive higher education market, public relations (PR), featuring modern organizational management, communication and coordination, thus play an important role for the promotion and development of university extensions. This study aims to examine PR strategies of university extensions, evaluate the effectiveness of their public relations operations and explore the influence of organization structure on PR strategies and effectiveness. Based on past research, this study divides PR strategies into five dimensions, including symmetrical communication, two-way communication, mediated communication, interpersonal communication and social activity. Also, in order to understand more about the effect of PR on the performance of university extensions, this study applies the framework of Balanced Scorecard, to analyze organizational performance of university extensions from four aspects: financial, learning and growth, internal business process, and publics. This study conducts a mail survey and asks the executives of public relations in 149 University Extensions in Taiwan to fill out the questionnaires. In total, 125 valid questionnaires were obtained through e-mails, and the response rate is up to 83.8%. This study then used statistical techniques, including frequencies, correlation, reliability test, independent-samples T test, and regression analyses to examine data and test the hypotheses of this research. The major findings of this study are as follows: 1.Most University Extensions in Taiwan have not set up PR units. This suggests that in general the function of public relations is not valued by University Extensions. 2.Those University Extensions with PR units have shown better performance in operating PR strategies. 3.The University Extensions in Taiwan in general are short of interacting with the mass media and rarely holding particular PR activities to promote their organizational objectives. 4.University Extensions’PR strategies positively correlate with organizational performance. 5.Effects of PR strategies on organizational performance are limited. This implies that current University Extensions in Taiwan need to reinforce their PR strategies. 6.The organization structure of University Extensions overall tends to be high formalization, low decentralization and low specialization, which may not be conductive to the implementation of PR strategies.