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    Title: 國內基金會公共關係效果與組織績效關連性初探:以文化教育及社福慈善類基金會為主要探討對象
    A Survey of the Relationship between Public Relations Effectiveness and Organization Performance from Domestic Foundations:Cultural-educational and Social-welfare Philanthropy Foundations as Major Targets
    Authors: 鄭資穎
    Cheng,Tzu-ying
    Contributors: 黃懿慧
    鄭資穎
    Cheng,Tzu-ying
    Keywords: 非營利組織
    基金會
    公共關係效果
    組織績效
    Date: 2006
    Issue Date: 2009-09-17 15:42:17 (UTC+8)
    Abstract: 本研究旨於探討非營利組織公共關係效果,及其對組織績效的影響。

    本研究以Huang(2002)所提出之公關效果整合模式為基礎,將公共關係效果分為:傳播效果、組織—公眾間關係及組織聲譽三構面討論之,同時,為進一步瞭解公共關係對非營利組織績效的影響,本研究以平衡計分卡架構將非營利組織績效分為:募款成效、健全財務制度、提升服務品質、加強員工素質及改善組織內部結構等五面向加以探討。

    本研究以問卷調查為研究方法,調查國內三百家基金會中公共關係業務負責人,共得到132家基金會之回覆,回收率為47.8 %。研究者將所有回收問卷內容重新編碼後,以統計軟體SPSS13.0進行次數分配、相關分析及逐步迴歸分析等,以回答本研究三個研究問題。

    本研究發現,非營利組織公共關係效果最主要展現在「使公眾信任組織、願意與組織保持良好關係」及「在公眾心中建立、維持正面形象」二方面。另外,統計結果不僅顯示非營利組織公共關係效果與其組織績效有很高的關連性,更進一步篩選出對組織績效具有顯著預測力的公共關係效果指標,包括:「傳播效果」的「媒體曝光」指標、「組織—公眾間關係」的「信任」、「相互控制度」指標、「組織聲譽」的「產品與服務」、「願景與領導」、「社會及環境責任」、「過往收益表現」及「工作環境」指標。可見公共關係對於非營利組織確實有所助益。

    本研究已初步證實在非營利組織中公共關係的效果,故本研究建議非營利組織應將公共關係業務與組織之使命連結,並將重點轉移至「與內、外部公眾建立、維持良好關係」及「傳達組織正面形象」二面向上;同時,應正視公共關係的重要性,使公共關係擺脫「輔助」的角色,發揮其「管理」功能,以回應Grunig and Hunt(1984)所言,公共關係的最終目標應實現「組織與其相關公眾間的溝通與管理」。
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    Description: 碩士
    國立政治大學
    廣播電視學研究所
    92453014
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0924530141
    Data Type: thesis
    Appears in Collections:[廣播電視學系] 學位論文

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