A Study On The Strategy And Present Situation Of Public Relations Dissemination In Colloge Crisis Management

In recent years, due to the impact of cultural diversity at home and abroad, the university had changed multicultural zone in where these are collision. In the period of social transformation of the education reform in colleges and universities, as well as problems of college students under new situation induced the University crisis. Therefore, strengthening of University crisis management is very important. Public relations in crisis management of University policies related to the University crisis effectively.Author believes that universities should be divided into five stages:crisis prevention, crisis control, crisis exposit, crisis recovery, crisis assessment, at a different stage, public relations should be timely shift key, use the appropriate policy. Crisis of prevention stage focus on crisis consciousness of public relations spread; crisis of control stage is main is crisis information of effective convey, as University actively to education administrative competent sector for information spread, and through mass media to social convey effective of information; crisis of resolve stage to widening information communication channel, and mass media for interactive, and coordination parties relationship, to determines crisis resolve of programmed, processing crisis; crisis afterwards management stage to rational reflection, and grooming public opinion, and recovery crisis Qian State, as play media of PR function, Reshaping the rational reflection on the University image and guide the social to divert public opinion.