HKIER

摘要

「公共關係」在企業管理早已扮演著舉足輕重的角色，這是無可置疑的。然而，它在學校行政上並不受到太大的重視。推究其原因，一方面是香港的官立及資助小學的管理階層認為推動「公共關係」對增加學生來源及經費的獲得無甚幫助，故學校無須運用公共關係爭取學生及資源，另一方面是學校教育行政人員對公共關係的認識不足，造成推展工作的困難。

本文以問卷方式成功地調查了54位香港資助小學校長，以瞭解他們對學校「對外公共關係」的認知情況；香港資助小學推展「對外公共關係」實際情況；及學校推展「對外公共關係」所遭遇的五大困難。

本研究的結果希望能作為日後學校推展公共關係時的參考。

Abstract

There is no doubt that public relations plays a very important role in enterprise management. But in school management not much attention has been given to this issue. One of the reasons is that the promotion of public relations does not bring prominent effect to enrolment of pupils owing to the fact that the tentative class structure set by Education Department limits the number of classes and the distribution of resources in the school. The other reason is the lack of genuine recognition of the power of public relations by school administrators.

This paper is a report on an investigation based on questionnaires answered by 54 Heads of aided schools about their promotion activities on external relations, their knowledge of it, and the difficulties they meet in developing it.

In conclusion, the author attempts to make suggestions to the school management on developing external relations in schools in Hong Kong.