Communication Mechanisms And Strategies Of Crisis Communication Management In University Research

Chinese Higher Education has achieved striking development with the transition from elite education to popular education. During the process, Chinese universities are experiencing the challenge of numerous crises. The crises will have a bad effect on the fame of the universities if it is not to be controlled in a timely and proper manner. From a long-time point of view, it is also hinder the development of Chinese educational undertakings, even affect the advancement of the harmonious community.In this paper staring with phenomenons of some crisis, set problems and analysis them , in order to give the thinking space for solving them. The paper is to explore the crisis communication management in Chinese universities by the means of document research, action research ( questionnaire and interview) and case analysis. It is the combination of theoretical study and experience research, the combination of macro research and case study.The paper mainly involves the following components: the background and purpose of the research (the current state of domestic and overseas research); definition of the concept involving the management of communication of crises in universities. The paper expounds in three parts, they are crises in university, communication of crises in university, management of communication of crises in university. Meanwhile, it also explains the meaning of the communication and crisis communication, and main reasons for the frequent occurrence of crisis in universities are the improper or insufficient communication, thus communication management is the core of the management of communication of crises in university. Base on the analysis of constrain factors of the crisis communication and communication system factors of crisis communicatin in universities, on the basis of combing the existing theoretical opinions, combining the views of large range of branch of learning, with connection of the practical management experiences in university, the paper sets forth the building of the communication system of university crises shall resort to the following basic dimensions and paths. The structure consists of communication policy principle, communication subject and object, communication channel, communication technique, communication environment and communication feedback, which forms comprehensive system- constructive crisis communication system in universities; it also puts forward the crisis communication strategies under the framework of crisis communication system.The creative new points of this paper is that putting forward with integrated communication under the communication system of university crises, advocates that integration of creative crisis communication system and strategy and achievement of effective management of crisis communication in universities shall be subject to different crisis circumstances, crisis emotions of the recipients, crisis life cycle and special organization and culture on the campus of universities.