A countrywide study on factors influencing the public relations practice in higher education in Taiwan |
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Authors: | Mu-Li Yang and Wen-Bin Chiou |
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Institution: | (1) Department of Mass Communication, Chang Jung Christian University, 396 Chang Jung Rd., Sec. 1, Kway Jen, Tainan, 71101, Taiwan, ROC;(2) Institute of Education, National Sun Yat-Sen University, No. 70, Lien-Hai Rd., Kaohsiung, 80424, Taiwan, ROC |
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Abstract: | This countrywide study was conducted to determine what organizational and individual factors have a significant impact on
the performance of public relations (PR) practice in higher educational institutions in Taiwan. In this study, a purposive
sampling of 600 administrative staff whose jobs involved university PR was employed, and 301 effective questionnaires were
recruited, yielding a 50% valid rate. Thirteen organizational and five individual factors were retrieved from the researcher’s
prior qualitative research on the university PR practice to examine the PR performance in this study. Through a stepwise regression
analysis, the findings indicated four organizational factors and one individual factor were significantly predictive of the
performance of educational PR practice at the .05 and .001 levels. Further, organizational factors were found as having a
greater influence than individual factors on the educational PR performance in this study. |
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Keywords: | |
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