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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