Research On Practice Teaching Model Design Of Public Relations For Higher Vocational Schools

With the accelerating of social civilization and maturing of market economy, the need of talents from the society is becoming increasingly greater, which requires higher vocational school students should not only master the fundamental knowledge and skills but develop lofty sentiments, sound personality, cooperation spirit and excellent EQ. The study on reform of teaching model of the course of Public Relations is of far reaching importance in promoting students to master fundamental knowledge and skills of public association, to develop public association ability and to upgrade their personality.The education of Public Relations is just starting in China and it is much shorter to make it a compulsory course or optional course for higher vocational schools. Therefore, there are many issues to be solved on teaching and practice of Public Relations:lack of importance on practice teaching of Public Relations, unreasonable course arrangement of practice teaching, imperfect teaching management system and teaching personnel failing to meet the need of practice teaching, etc.Based on the research, we consider, in view of model teaching theory, that the practice teaching can be divided into six models—fundamental principles, CIS system, public relations etiquette, operation procedures, special activities and crisis management. The main contents can be integrated into each practice teaching model, which will enable students to experience each teaching model process and to acquire knowledge and to study and apply creatively. The model "fundamental principles" will enable students to set up relevant organization structure so as to form the fundamental public relation definitions for organization and public; the model "CIS system" can be creatively designed by the students to build organization appearance and spirit; the model "public relations etiquette" helps students establish harmonious interpersonal relationship by means of scenarios simulation, case study and self presentation, etc.; the model "operation procedures" enables students to understand the working procedures and requirements of public relations based on scenarios arrangement and field investigation; in the model "special activities", special programs are designed for planning and execution to further students'communication and coordination ability of public relations; the model "crisis management" fosters students' adaptability to changes and learn the procedures handling organization crisis events through comparison analysis, discussion on classic cases. The models design is of great help to the practice teaching of Public Relations.