ABSTRACT The purpose of the study is to research the management and development of the Community University in South Taiwan. Firstly, according to the motive and reason of the study, we can analyze the content of literature to set our study framework. Besides, it is the comparative research analysis foundation to understand the management conditions and questions in the Community University by a participating observation and depth interviews. Because the development and planning of the school involve the forecast of the society changing trend¡Bexpect of the different interest groups¡Blearning persons¡¦ background and need evaluations¡Bknowledge structure¡Beducation objects, we collect so multiple data that to know the different roles¡¦ perception for the management and development. The study is to research from the ideal¡Bposition¡Bsetting ¡Borganization structure¡Bplanning and practicing of courses¡Bperforming condition of resources and public relationship sides. The results of this research are as follow¡G 1¡B Ideal and position sides¡GThese education ideals of three Community Universities in South Taiwan include the education revolution and society movement but the different roles¡¦ perceptions for ideals affect the range between the ideal and management conditions now. 2¡B Setting side¡GThese three Community Universities in South Taiwan came from the society groups and had different relationships with the public department. Besides, the public department had impact on the development and democracy in three Community Universities in South Taiwan. 3¡B Organization structure side¡GThese organization structure of Community University are different in participating and division of labor because of the education ideal and real situations . 4¡B Planning and practicing of courses side¡GThere are different course planning modes in three schools but the main design is the education course. They have the same crisis that special and academic courses are reducing; however, it is just a start for combining with the communities. 5¡B Performing condition of resources side¡GThere are some problems on the Community University human resources. For example, lecturers¡¦ joining conditions are not good and administers¡¦ loading are so high that we should add social worker resources. However, these financial resources are great impacts on teaching. 6¡B Public relationship side¡GThe public relationship of Community University affects these resources share-using¡Bjoint activities and results of marketing strategies. According to these results in the research, we have some suggestions to the public department¡Bthe manager of school and the following research as reference opinions for the development of the Community University in the future.

In 2010 the United Arab Emirates (UAE) government set out to improve customer service by adopting the Customer Relationship Management (CRM) system that was used mainly in private sector. There was a concern about implementing the one size fits all CRM. Therefore, public managers needed to understand the various public sector relationship types and to consider a relational, emotional and behavioral approach to the public-government relationship rather than the technical business management approach. The research here identifies some key distinctive typologies and key contextual relationship factors to better design a management approach that suits each typology. Some key relationship components are stakeholders, services, government role, service concept and relationship exchange. Reviewing the literature from the relationship lens, many studies have focused on understanding the components of a public-government relationship. The gap in the literature highlights the need for CRM models for the government sector functions, identifying the various contextual factors of the relationship, and a need to cater to the behavioral and emotional aspect of the relationship. The seven public-government relationship typology framework emerged from meta-synthesis of the literature review. The study uses UAE Federal government CRM, specifically the Ministry of Health and Prevention (MOHAP). Grounded theory methodology was used to explore the seven public-government factors. Twenty-four qualitative interviews were conducted. The examined relationships include: entrepreneurial, public beneficiary, social beneficiary, organizer, protector, arbitrator, and supporter. The findings aid practitioners in designing the public-government relationship management approach that suits the nature of each relationship and its context. Theoretically, the relationship is the new lens for improving customer service in the public sector and the private sector. This emphasizes that the one size fits all CRM approach needs to be changed to more of a human and personalized approach to managing relationship typologies that are altered based upon context, influential components, and key factors. Some of the key factors influencing the relationships are communication, awareness, knowledge, emotional handling, engagement, relational approach, trust, and relationship value chain. This study provides good evidence for the need for further exploration of the contextual angle of relationships in the private sector in similar relationship typologies. / Ph. D. / Customer Relationship Management (CRM) is the methods, practices, and technology that organizations use in managing customers interactions to build customer trust and satisfaction. The United Arab Emirates (UAE) is an example of a government that decided in 2010 to apply CRM to help improve its public-customer relationships. In applying this approach public managers had to learn about the different types of relationships and best practices when approaching these relationships. This understanding will dictate how they can effectively utilize a CRM system to understand what works best for their customers and where there is room for improvement. Here the question became how the government can adapt a system that traditionally relies on a technical business management approach. In this study, literature was reviewed that addressed the approach to adapting CRM to the private sector and it was found that the answer lies in the use of a relational, emotional, and behavioral approach would enable a favorable adaption. During this research seven public-government relationship types emerged by collecting all the information, breaking it down and identifying the common components, or meta-synthesis. When evaluating the UAE Ministry of Health and Prevention (MOHAP) served as the specific public entity for evaluation. A grounded theory method was used which entails the gathering of information that would enable the understanding of the data found. To capture the data twenty-four (24) interviews were conducted. Emerging relationships included entrepreneur, public beneficiary (such as health awareness campaign), social beneficiary (such as education), market organizer, protector, arbitrator, and supporter. Some of key identified relationship factors are communication, awareness, knowledge, emotional handling, engagement, relational approach, trust, and relationship value chain. With the finding of seven types of relationships that the government encounters when interacting with its clients to improve this interaction, a public CRM system must consider that the one size fits all CRM approach needs to be changed to more of a human and personalized approach. This will allow an effective means for managing the different relationship typologies that are altered based on context, relationship influential components, and key factors.

This study explores the most current theories surrounding organization-public relationship measurement, which is one approach used to verify the effectiveness of public relations programs. The study attempted to define and test two new factors that may affect organization-public relationships, which are identified as public image and public trust. Existing factors used to test such relationships, such as trust, satisfaction, commitment, and control mutuality, focus on testing the perceptions stakeholders have about an organization based upon their interpersonal relationship with that organization. However, in organizations where the dominant coalition still does not view public relations as a management function, use of the existing scales to measure the long-term effectiveness of public relations programs can be dangerous and inaccurate, especially when public relations practitioners are not responsible for creating, maintaining, or managing those organization-public relationships. A 65-item questionnaire was administered via email to a convenience sample of 5,799 stakeholders. A total of 1,193 completed questionnaires were received; however, a response rate could not be reported because the questionnaire was posted to a popular Internet site. The survey instrument tested new items for public image and public trust, as well as the existing relationship items of trust, satisfaction, commitment, and control mutuality defined by Hon and J. E. Grunig (1999). Factor analysis defined two new indices for public image and public trust and Cronbach's alpha further supported the reliability of these measures. Also, Cronbach's alphas tested reliable for trust, satisfaction, commitment, and control mutuality. However, when all items for public image, public trust, trust, satisfaction, commitment, and control mutuality were subject to factor analysis, all but four items weighted into one factor. This suggests the need to further explore new measurement tools for assessing the long-term effectiveness of public relations programs beyond the organization-public relationship.

企業贊助公益活動的風氣日漸普遍，國內企業也將之視為一項重要的企業活動，企業贊助公益活動可自兩種觀點檢視：社會責任觀點和公共關係觀點，自此兩種觀點深入檢視國內企業之公益贊助行為，為本研究之動機，國內相關研究也頗為欠缺，可透過本研究作一補強。 　　本研究於文獻回顧後建立觀念性架構，將企業贊助公益活動之動機區分為與產品銷售直接相關、與產品銷售間接相關和與產品銷售無關三大類，將影響企業公益贊助行為之因素依不同層次區分為個人、部門、企業和環境四大類，將企業公益贊助決策區分為活動類型、受益對象和贊助形式三構面。由於國內相關研究之不足，研究方法採用計質法，選取九家國內企業為研究對象，以深度訪談之方式收集資料，輔以次級資料之收集補強，對九家個案公司進行分析，據以建構發展命題。 　　研究結果針對『贊助動機』和『贊助決策』之關係，發展出十項命題，『贊助影響因素』和『贊助決策』之關係，發展出八項命題，並依據資料顯示，將企業之公益贊助決策增加與產品關聯性、活動範圍、參與程度和持續時間四個構面，以更完整表達企業之公益贊助行為。 　　本研究之最大貢獻在於以企業參與之各項公益活動逐一分析，一反過去研究將企業贊助公益活動行為單純化之處理方式，將許多過去研究無法找出變數關係之部份予以建立初步之命題，此一研究方式可以作為後續研究之重要參考。

This study investigates the influence of dialogic relationship and organizational cultures on the military-public relationship. College students (N=218) participated in a 2 x 2 (dialogic relationship: high vs. low x organizational culture: military vs. civilian) independent groups factorial quasi-experiment. To induce dialogic relationship, two versions of the U.S. Army internet webpage screenshots were created. Organizational culture was controlled by purposive sampling two groups of military and civilian subjects. The results indicate that dialogic relationship and organizational culture combine exerts an effect on the military-public relationship by increasing perceptions of control mutuality, trust, commitment and communal relationship for civilians but not the military. In addition to its theoretical contributions, the results of this study have important practical implications for the military public affairs.

This paper studies the police reform in Egypt in the light of the revolution 2011. The ousting of the authoritarian president Hosni Mubarak was the beginning of the transition towards democracy. Within 15 months both parliamentary and presidential election had taken place. The political leaders were new and the transitional process had begun however the institutions where still the same and one feature of the revolution was to reform the police since the police was hated as the oppressive power it was. Transition from totalitarian regime to democracy is more than elections it is about reforming the institutions and especially the security sector hence they often play a significant role in oppressing the citizens in an authoritarian state. The police in Egypt used repressive methods to control the citizens. Therefore it is interesting to investigate whether the police are beginning to transform along the principles of democratic policing, a specific part of security sector reform focusing on the reformation of the police. The notion of human security with the people at the centre lay as a foundation of the theoretical framework. The material consists of in- depth interviews with leaders and active people in the civil society and their view regarding police work and police reform after the revolution. The conclusions drawn from the study is that the police lack capacity, understanding and training to reform. The reformation has to be influenced by political will from legislative and institutional level as well from the police officers themselves. There are challenges if a reform of the police will be successful and some of them are connected with national and international circumstances.

This study investigates the influence of different crisis response strategies and relationship history on corporate credibility and the dimensions of the organizational-public relationship. The relationship dimensions examined were trust, commitment, satisfaction and control mutuality. An experiment was conducted among undergraduate students drawn from an introductory mass communication class. Results indicate that when an organization's relationship history with its publics is positive, the public is more likely to view the post-crisis relationship quality and organizational credibility as positive than negative. Additionally, more accommodative crisis response strategies have a greater impact on relationship quality than less accommodative strategies. Crisis response strategy does not have an effect on corporate credibility. The results emphasize the importance of relationship building before crises and of assessing previous relationship history when matching response strategies to crises.

The rise of the social medias has changed the way organizations must think when itcomes to communicating with the public. No one really knows how to utilize the social medias in the best way, but many argue that organizations should focus on building relationships and being personal in their communication. Many also argue that the use of emotions in your communication should be beneficial. To test these thoughts, we formulated our research question based on previous research (Bruning & Ledingham,1999; Lovejoy & Saxton, 2012; Wang & Zhou, 2015) that categorized organizational communication on Twitter into three different dimensions. In this paper, we study what dimension the Swedish football clubs in Allsvenskan primarily use for building relationships on Twitter and which dimension that generates the most response from their followers. A quantitative content analysis was conducted on 2461 tweets from the 16 teams in Allsvenskan. We used crosstabs, One-Way ANOVA and bivariate correlation analysis in SPSS. Findings suggest that the use of the dimension personal relationship in combination with pathos should generate the most response from Twitter followers. Further research is needed to either verify or reject the statement.

政治鬆綁之後的台灣社會，電視新聞逐步走向市場化，台灣電視台百家爭鳴競爭激烈，卻讓呼吸到自由空氣的媒體如今陷入生存窘境，對外部資源的依賴日益加深，掌握媒體生存資源的外部團體因此得以對媒體施展權力，介入新聞產製過程，影響或控制新聞內容。本研究旨在探討當前台灣的電視新聞面對哪些權勢消息來源，媒體與權勢消息來源如何互動，權勢消息來源如何發揮權力影響新聞產製，以及電視新聞如何因此改變工作常規與守門機制。 本研究透過參與觀察和深度訪談兩種方式，提出以下幾點研究發現： （一） 社會權力結構與系統擴大，權勢消息來源型態日趨多元，對媒體施壓手法複雜卻粗糙。 （二） 電視新聞以市場為導向，媒體主要壓力來源從過去的政治統治者轉移到握有經濟資本的廣告主，如今商業力量已大過傳統的政治控制。 （三） 強勢的權勢消息來源高高在上，使得記者難以與之互動，雙方權力失衡且缺乏「共舞」意願，「探戈」理論受到挑戰。 （四） 媒體購買公司興起，取代公關公司，成為與媒體溝通的重要角色。 （五） 媒體所有權人盤據組織內權力最高點，對媒體組織的影響力持續增強放大當中。 / Political democratization in Taiwan has brought about an era where market forces, not political factors, now dictate television journalism. As commercial competitive forces have intensified, many TV news stations in Taiwan are struggling to survive. Similarly, as TV stations have become increasingly dependent on external resources, these resources now are in a position to exert pressure on TV media by interfering with news production and content. The objectives of this thesis are to analyze: 1). the new power influencers that Taiwan’s TV news stations are facing 2). the interaction between TV media and these influencers 3). how the influencers use their power to interfere with the production of TV news 4). how the power influencers have changed both the routinized work flow of TV media and the role of TV media as gatekeeper Through first-person observations and in-depth interviews, the following research conclusions are drawn: 1. The market influencers that impact TV media have become more complicated as a result of the expansion and openness of Taiwan’s social structure and system. Moreover, the methods through which the influencers interfere with TV media are complex yet crude at the same time. 2. As market forces are now driving TV media, advertisers have replaced politicians as the primary influencer of TV media, and commercial forces now carry much more clout than political factors. 3. The “Tango Theory” faces a great challenge in TV media because of the power imbalance between TV journalists and those who wield power over them. 4. Conglomerates that acquire media companies have replaced public relations firms as the most important stakeholder in media communications. 5. The power of the “insiders” who wield the greatest influence over TV media is continuing to increase.

For organisations to survive in an ever-changing milieu, as evident from the current business environment, sufficient crisis communication and management practices need to be in place to ensure organisational survival. Despite the latter, organisational crises are often inefficiently managed which could be ascribed to the lack of managing crises strategically (Kash & Darling 1998:180). This study explores the lack of strategic crisis communication processes within the financial industry specifically, to ensure effective crisis communication with the media as stakeholder group, through the proposition of an integrated crisis communication framework, which focuses on: · Combining integrated communication (IC) literature with Grunig’s theory of communication excellence to build sustainable media relationships through two-way communication; and · Implementing a crisis communication process that has proactive, reactive and post-evaluative crisis communication stages, thereby moving away from crisis communication as a predominant reactive function. / Communication Sciences / M.A. (Communication)