| Public relations has become an important topic in many of Taiwan's institutions of higher education, related in large part to increased criticism and pressure from public interest groups for educational accountability and fierce competition of student recruitment. In order to understand how schools utilized public relations, this study explored 9 university/college public relations practitioners' lived experiences and perceptions of the ideal, of educational public relations in terms of functions and roles. Also included were organizational and individual factors they perceived to influence the practice of public relations. Through conducting a phenomenological study, the essence and practice of public relations in Taiwan's higher educational institutions were presented.; Twenty functions were identified from the 9 public relations practitioners' lived experiences and 18 functions were identified from their perceptions of the ideal educational public relations. In addition, from participants' identification of their roles according to lived experiences, several job tasks, causing them to act in different roles, were also identified. Finally, through probing participants' practice and perceptions of the ideal, of educational public relations, 13 organizational factors and 5 individual factors influencing the practice of public relations in 9 Taiwanese universities and colleges were determined.; These findings may not explain the practice of public relations in all universities/colleges in Taiwan. However, in order to achieve excellent public relations in higher educational institutions, the findings of this study may provide an important reference for the relevant administrators and practitioners to improve their practice of public relations and thus enhance their competitive edge for developing their universities and colleges. |
