高等教育機構推動公關事務之權重體系探究

The Research on the System of Relative Weights of Public Relationship Affairs for Higher Education Institutions

本研究目的主要在於探討公關事務議題，進而建構出適用於我國高等教育機構之權重體系。本文的分析架構是建立在從文獻探討所整理歸納出的後勤支援、工作流程、推動績效等層面，據以推衍出其所屬項目與效標。本研究在透過德懷術進行專家質化意見，以及平均數與標準差量化之分析後，運用階層程序分析法（Analytic HierarchyProcess， AHP）進行一致性檢定與優勢向量分析，據以評估各推動項目與效標的相對重要性。經由上述驗證分析，本研究發現在後勤支援層面方面，應首重組織架構的調整，以善用不同專長的人力；在工作流程層面方面，應首重以媒體與實體通路宣傳為主、校外義務服務工作為輔的檢核調整；在推動績效層面方面，應首重學校正面形象聲望的提升。

The main purpose of this research is to study the issue of public relationship affairs， and attempt to construct the system of relative weights of public relationship affairs for higher education institutions in Taiwan. Three domains of this research focus on “logistic support”， “workflow” and “accountability of implementation” through literature review. These domains become the main research issues while creating the system of implementation items and criterions. This research assesses the relative weights of these items and criterions by Delphi method that includes qualitative and quantitative analyses of expert opinions， and “Analytic Hierarchy Process” (AHP) including consistence examination and priority vector. Finally， this research proposes some findings for higher education institutions. At the domain of logistic support， they should emphasize most on the alignment of organization to allocate the manpower properly. At the domain of work flow， they should emphasize most on the check and regulation of media and entity route promotion， obligate service outside of thes chool. At the domain of accountability of implementation， they should emphasize most on the upgrading of front image and prestige.