碩士 / 國立花蓮師範學院 / 國民教育研究所 / 93 / The Awareness of the Internal and External Public towards Stella Maris Ursuline High School’s Public Relations
Abstract
The research aims to discuss firstly whether the internal and external public are aware of the school’s public relations activities and secondly whether there is any vast difference in the awareness between them towards Stella Maris Ursuline High School’s public relations strategies. It further proposes conclusions and suggestions based on the research results. The methodology adopted for the research is questionnaires and analyses. The study first began with the literature review, which was later used as an academic foundation to compose the first draft of the questionnaires. During the process of survey design, several scholars and experts in the specific field were invited to contribute and help evaluate the effectiveness of the questionnaires. Then the survey was distributed to the target audiences – the internal public: staff teachers/employees and students and the external public: parents and junior high school teachers – for gathering data on how well aware the target audiences are of any public relations activities. The total number of the questionnaires is 512 copies, with valid returns of 381 copies, at a return rate of 74%. After processing any related data and statistics, the results are as follows:
Ⅰ. On the level of awareness the target audiences show towards Stella Maris Ursuline High School’s public relations activities
1. A highly-aware situation (with an average figure higher than 4): staff teachers/employees of the surveyed school takes up 39%, and the students, 3%, whereas the parents and junior high school teachers 0%.
2. A moderately-aware situation (with an average figure between 3.5 to 4): the junior high school teachers contribute 39%, staff teachers/employees, 37%, the students, 25%, and the parents 15%.
3. A low-aware situation (with an average figure lower than 3.5): the parents occupy a good 85%, followed by the students, 72%, the junior high school teachers, 53%, and staff teachers/employees 24%.
4. The research results reveal a fact that among the target audiences, the staff teachers/employees of Stella Maris Ursuline High School are oftentimes highly-aware of any public relations activities held by the school, while the awareness of the parents is the lowest.
Ⅱ. An analysis on the differentiated awareness between the staff teachers/employees and the students, the parents and the junior high school teachers respectively.
The research results show that the differentiation between the staff teachers/employees and the parents is the highest, with a noticeable margin of 100%, which concludes a vast difference of awareness of the two parties on perceiving the school’s public relations strategies. A margin of 94% between the staff teachers/employees and the students comes in second. It is followed by a margin of 60% between the staff teachers/employees and the junior high school teachers, which indicates the lest difference of awareness towards the school’s public relations activities.
Based on the conclusions above, several suggestions are made to shorten any margin of awareness towards school public relations:
1. To increase publicity, it is an effective means to add sections, such as the bulletin board to the school’s website for generating opinions from the public.
2. To provide a multi-communicative channel.
3. When making decisions, include perspectives and opinions from the staff teachers/employees, the students and the parents for perfecting a plan.
4. For any school regulation revision, involve teachers and students’ viewpoints with conditions.
5. Through curriculum and activities, encourage students to speak out their minds.
6. The aids of orientation for students offered by the staff teachers/employees shall be evaluated according to their actual needs.
7. Emphasize a two-way communication between teachers and students or teachers and parents.
8. Adopt a multiple approach of presentation when publicizing to the related public for deepening their impressions.
9. Rationally adjust the workload of the teachers for further enhancing the quality of teaching.
10. Build any useful facilities at the school gates where the public usually gather for successfully conveying important school messages.
11. Involve any valuable opinions from the parents through survey for future reference.
Key words: the related public, public relations
| Identifer | oai:union.ndltd.org:TW/093NHLT1576006 |
| Date | January 2005 |
| Creators | Huang Shu Fen, 黃淑芬 |
| Contributors | 張德勝 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 158 |
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