[[alternative]]The promotion of Public Relationship among Taiwan's Universities: From a survey of the 2005 the Graduate-School Exhibitions

[[abstract]] 目前的台灣，一方面院校數目持續增多，另方面，各校又紛紛擴增系所與名額，僧多粥少，勢不可免。若以2005年研究所報考人數為例，許多私立大學以及新設系所，已須面對招生難題，尤其知名度有限，加以地處偏遠、交通不便的院所，此情形更為凸顯，嚴重者甚至系所的存續皆成問題。更令人憂心者，展望未來，隨台灣教育體制的開放，校系數目持續，各校競爭激烈，研究所招生的形勢將更為嚴峻。 為因應招生所需，因此有「研究所博覽會」的設計。由於博覽會能提供校方、所方與報考學生間雙向交流的管道，在短暫的活動期間，塑造學校的形像與口碑，吸引優秀學生就讀，一則可增加學校報名人數，再則能幫助建立學術研究的權威地位。因此，博覽會自推出之後，各校多積極參與，與會期間，各校師生、公關人員，均使出渾身解數，賣力行銷自身校系。「研究所博覽會」因此成為吾人觀察大學公關體制的極佳切入點。 本研究將針對於各大學公關人員如何運用各種活動策略，將學校推銷給社會，並建立與大學生、媒體、家長的良好關係等情形，進行集中的探究。本文入手的焦點，便是各大學院校公共關係在「研究所博覽會」中的策略與表現，諸如對博覽會活動的認知、公關活動人員的選派、活動攤位的設計、活動宣傳的策略與管道、公關人員的背景與學校提供的支持等構面。本研究以問卷調查、量化分析為主，並參酌質性的研究深度訪談，進一部探究研究所博覽會所發揮的效果與所面臨的制約。 根據本研究的發現，就大學公關體制的架構方面，建議目前國內各院校： (1)、建立學校公共關係制度，(2)、遴選活動公關人員時，應多考量具傳播相關背景或是媒體工作經驗者，(3)、大學院校應經常舉辦公關與新聞訓練課程，(4)、參與研究所博覽會之公關人員不宜變動過於頻繁。[[abstract]] In today’s Taiwan, the number of universities, departments, and enrolments have all be expanding quickly. Take the year of 2005 as an example, some private universities in Taiwan, especially those newly founded and remotely located, have already faced mounting problems on their enrolment. For some universities, the maintenance of these existing departments could be very difficult. What’s worse, with more universities and department to be established, the competition among universities on graduate student enrolment will be even harsher. The Graduate School Fair was designed to cope with the declining enrolment of graduate students. Such an arrangement provides a place for universities and students to meet and understand each other. In addition to expanding enrolment, the fair is also an ideal place for universities for marketing their departments. Therefore, once the Graduate School Fair appears, most universities in Taiwan manage to do their best to show up in the fair. The Graduate School Fair thus becomes the battlefield of the university’s practitioners of public relations. It is hence a good starting point for our analysis of the practices of public relations in Taiwanese universities. This research focuses on how these practitioners of public relations do their jobs during the Graduate School Fair, marketing the university to the students, parents of these students, and the general public. It thus covers issues such as the strategies employed to promote the university, the design of activities and arrangement of stands in the fair, the media being used for marketing the fair (ranging from mass media to department brochures) and, most importantly, how to organize a team in charge the fair. Therefore, this is a comprehensive study of the strategies and effects of each university’s public relation practitioners. As for empirical research, it builds on questionnaires and statistical analysis but also combines in-depth interviews on those practitioners. The research finds that to better promote the university in the fair, the university needs to do following things: first, to establish an effective team responsible for public relations, secondly, to pick those who have the right backgrounds and experiences to handle public relations in the fair, thirdly, to offer more training programs for these practitioners, and finally, to keep their posts as stable as possible to accumulate experiences regarding a public relation occasion like this Graduate School Fair