Introduction

Due to the loosening of government policy with regard to the establishment of higher learning institutions, the opening up of public and private universities and the restructuring of vocational schools, the number of universities in Taiwan has increased dramatically at the same time that the number of college age students has declined.

Due to these two conflicting trends, the higher education market in Taiwan has become saturated and competition between schools is fierce. Universities, therefore, are actively establishing management systems to better highlight their characteristics to stand out from the field. Facing drastic changes in the field of higher education, in May 2000 during a meeting of THU’s administrative body, the motion to “establish the office of public affairs and alumni service whose responsibilities shall be the creation and release of press-related news to strengthen the relationship between the university and the news media” was proposed.

From its establishment until today, the directors of the office of public affairs and alumni service have been Hsu-Hua Chang, Chi-Chen Huang, Yun-Tsai Chen, Che-Cheng Shen, Jui-Chung Chiu, Fu-Jui Huang, Ping-Kuan Lu (executive secretary proxy), and Chao-Ju Chen. Currently the office of public affairs and alumni service is headed by Chao-Hsi Huang who also serves as an Associate Research Fellow of the THU Office of Research and Development.

The Office of Public Relations is a first-level administrative unit of the university. Its role is to enhance the overall image of the university, and to establish, maintain, and pursue ongoing relations with media networks and outlets.

On June 28, 2000 at the 10th meeting of the 28th term of the Board of Directors, the motion to establish the office of public affairs and alumni service was passed.

The establishment of the office of public affairs and alumni service at Tunghai University was approved on January 18, 2001 in MOE Tai (90) Gao (2) letter No. 90009175.

The Office of Public Affairs and Alumni Service was created to give parents, students, businesses, and media an easy and convenient way to access information pertaining to all aspects of THU. By offering the public an on-campus team dedicated to answering their questions and inquires, greater understanding, communication, and information exchange has been the result. This exchange of information is a two-way street, however. THU staff discover a clearer, more detailed look at the world, while those who wish to learn more about THU are given abundant and personalized opportunities to do so.

Brand value is at the core of any business or institution. Much like the rings of century old trees, the traces of Tunghai University’s growth bespeak its long history and value as a beacon of higher learning. The spirit of the university’s brand has always been one of unassuming, yet undisputable excellence.
 
Tunghai University (THU) was founded in 1955, making it the oldest private university in Taiwan. From an empty field, stone by stone, tile by tile, the university slowly took shape. Thanks to the vision of architects Chi-Kuan Chen and I.M. Pei, THU’s famous Luce Chapel, even 50 years on, stands as a crowing pinnacle of university architecture. Today, the Chapel is joined by dozens of buildings and landmarks that make up the entirety of the THU campus. 

The responsibility for promoting THU’s unique brand falls to The Office of Public Affairs and Alumni Service. Daily, members of The Office of Public Affairs and Alumni Service work to expand on the vibrant spirit of the university’s students, faculty, administrators, and alumni, promoting the brand spirit of THU far and wide, and imbedding the university’s brand image in the hearts of visitors to create further opportunities for interaction and understanding