Title page for etd-0115104-090258


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URN etd-0115104-090258
Author Chu-Yin Yen
Author's Email Address No Public.
Statistics This thesis had been viewed 5346 times. Download 4186 times.
Department Communications Management
Year 2003
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The study of public relations strategy and interaction between press media and universities in Kaohsiung.
Date of Defense 2004-01-06
Page Count 137
Keyword
  • public relations
  • marketization
  • interact
  • Abstract Abstract
    Due to the tendency of marketization of higher education nowadays, colleges and universities in Taiwan have been more engaged in public relations and promotion activities. This research aims to study the public relations strategy and interaction between press media and universities in Kaohsiung. Hopefully the research can help the schools to promote public relations and encourage more researchers in this field in the future.
    Through out this research process we interviewed the managers of school public relations affairs and journalists and collected news coverage for analysis. Then we have findings and suggests as followed:
    1. research findings:
    (1) Higher education environments have changed a lot and become more competitive nowadays. It is an urge for universities to promote public relations.
    (2) There are many obstacles when schools implement public relations.
    (3) Schools news is less appealing to media report.
    (4) Universities can gain more effects on public relations by using business methods.
    2. suggestions:
    (1) Universities should advance the idea of promotion when launching a public relations program.
    (2) Universities should enhance public relations units and personnel training.
    (3) Schools should take a good advantage of more media coverage.
    (4) Schools should evaluate the effects of public relations implements.
    Keyword:interact,public relations,marketization
    Advisory Committee
  • none - chair
  • none - co-chair
  • none - advisor
  • Files
  • etd-0115104-090258.pdf
  • indicate access worldwide
    Date of Submission 2004-01-15

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