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    Title: 組織文化與組織公共關係行為相關性探討
    Authors: 陳蕙芬
    CHEN, HUI-FEN
    Contributors: 臧國仁
    吳靜吉

    ZANG, GUO-REN
    WU, JING-JI

    陳蕙芬
    CHEN, HUI-FEN
    Keywords: 公共關係
    組織文化
    Date: 1992
    1991
    Issue Date: 2016-05-02 15:12:04 (UTC+8)
    Abstract: 本研究旨在瞭解組織公共關係行為模式與組織文化相關聯的情形。研究可分兩步驟:首先依美國學者古魯尼與杭特(Grunig & Hunt, 1984) 所提出的公關四模式量表,將由國內企業界所挑選出的十二家企業組織,依四模式運作特性區分為三種類型群,分別是:偏媒體宣傳模式群、偏雙向不對稱模式群和偏雙向對稱模式群。第二
    步驟是在三群中各找一家組織代表該行為模式(共計三家),依丁虹(民七十六年)發展的企業文化問卷,測度其企業文化。
    這十二家組織的選取方法是,根據中華徵信所民國七十六年所編「中華民國大型企業排名」,在服務業前一百大和製造業前一百五十大的名單中,調查其公關業務狀況,並據此選取已成立正式公關部室的包括聲寶等十二家企業。
    本研究所使用的統計方法包括集群分析,因素分析,單因子變異數分析,F考驗,t考驗,雪費事後檢定,皮爾森相關和典型相關等。
    主要的研究結果如下:
    一.依SAS套裝軟體中集群分析的群內最小變異法(華滋法),可將由國內企業界挑選出來的十二家組織分為三種類型群─「偏媒體宣傳模式」群,「偏雙向不對稱模式」群,和「偏雙向對稱模式」群。
    二.各群代表組織,組織文化各有其特性:
    甲公司(代表媒體宣傳模式):
    公司實際的情況是,較偏向傳統式權威管理,不太重視個人生活和經驗,而員工從欲的情況是,傾向公司能有一種人本主義的導向,和主動影響法政環境的精神。
    乙公司(代表雙向不對稱模式):
    公司實際的情況是,重視「具理想、務實際」的價值觀,偏向團隊參與式的管理方式,並不贊成要順從主管觀點;而員工所欲的情形是,對各個所欲的文化因素都有接近於「同意」的程度。
    丙公司(代表雙向對稱模式):
    公司實際的情況是,偏向團隊參與式管理,重視「具理想、務實際」和「就事論事、追求創新」的精神,不贊成要順從主管觀點;員工所欲的情形是,傾向公司能有人本主義的導向和彈性分工,上級協調的精神。
    三、三家公司互相比較之下,結果發現:
    公司實際的情況是,除「就事論事、追求創新」和「主動影響法政環境」和「保專集權」因素外,其餘五個因素在不同的公司上都有顯著的差異。甲公司最傾向傳統式權威管理,最不「具理想、務實際」,最順從主管觀點。乙公司最傾向於「具理想、務實際」,最重視個人生活、經驗,丙公司最傾向於團隊參與式管理,最不重視個人生活、經驗。
    員工所欲的情況是,除「彈性分工、上級協調」因素外,其餘七個因素在不同的公司都有顯著的差異,且其差異均達0.01以上的顯著水準。乙公司最不重視「人本主義導向」,最「重視個人生活和經驗」和最重視「各盡本份」,較丙公司重視「秉公持」和「主動影響法政環境」。丙公司最不重視「理性權威」和「視人為工具」和「各盡本份」。
    四.當以公司為單位,作組織內員工組織文化因素與公關四模式之相關探討,簡單相關和典型相關的結果,顯示了都沒有相關。而由員工對公關模式的評分居中的趨勢看來,似乎可推測公司員工對公司公關運作的情形並不甚瞭解。
    五.為了瞭解公司內,員工與公關人員對公關看法有無差異,將各公司內員工與公關人員在四模式上的平均分作t考驗,結果發現,只有甲公司(代表媒體宣傳模式)在媒體宣傳模式上,員工與公關人員有顯著差異。丙公司(代表雙向對稱模式)在雙向對稱模式上,員工與公關人員有顯著的差異。不一致的原因有兩種可能,除了員工對公關運作可能不甚瞭解之外,另一種可能是公關人員可能高估了自己的工作。
    最後,綜合研究結果加以討論並提出若干建議,以供進一步研究與實務界參考。
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    國立政治大學
    新聞學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004672
    Data Type: thesis
    Appears in Collections:[Department of Journalism ] Theses

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