新闻媒体对医院公关工作认知及态度之研究.docVIP

新聞媒體對醫院公關工作認知及態度之研究 A Study of Journalists’ Perceptions of Hospital Public Relations 楊慕理 Mu-Li Yang 服務單位: 長榮大學大傳系 職稱: 助理教授 新聞媒體對醫院公關工作認知及態度之研究 Journalists’ Perceptions of Hospital Public Relations 摘要本研究之主要目的，在探討國內報社醫療線記者對醫院公關之態度與工作內容之認知情形，希望藉此研究的發現，協助醫院公關人員從媒體的角度瞭解自己在公關運作方面不足，以改善彼此之互動關係。本研究以立意抽樣，選取國內前十大報紙之醫藥線記者作為研究樣本，以研究者自編之調查表為研究工具。經統計結果有以下之主要發現： 從新聞媒體對醫院公關工作內容的認知中發現，有10項醫院公關工作80%以上的研究樣本所認同。 對醫院公關職務的態度，媒體記者大都持肯定及正向的看法，惟對醫院公關人員在公關專業素養上，認為應該再予以提升。 媒體記者對醫院公關的態度，在有些項目及看法上，因工作地點與環境、性別、年齡、服務於媒體之年資，以及公關專業課程進修背景等的不同而有所差異，這也是改善媒體記者與醫院公關之互動關係，應該注意之處。 關鍵詞：公共關係、新聞媒體、醫院公關、醫院 This study intended to understand journalists’ perceptions of hospital public relations PR in terms of functions. Journalists’ attitude towards hospital PR practitioners was also examined in this study to understand how they feel/think about PR practitioners in hospitals. A purposive sampling was adopted in this study to survey the journalists dealing with healthcare news coverage for the top 10 news papers in Taiwan. In this study, several findings were presented as follows. According to journalists’ perceptions of hospital public relations, 10 functions considered as important by at least 80% of the participants were found in this study. From the journalists’ attitude towards hospital PR practitioners, a general positive response was found. The exception was that most of the participants suggested the professionalism of hospital PR practitioners should be enhanced 90.8% . Furthermore, several demographic variables were found as having significant differences in the attitude towards hospital PR practitioners. These demographic variables included the job location, gender, age, PR course taking in school, and years of working in journalism. KEY WORDS: Public Relations, Hospital PR, Hospital, News Media