Study On The Improving Public Relations Ability In The Management Of Social Work Institutions

With the increasing development of social work agencies, the institutions ofsocial work in the development of public relations have become one of the emergingissues of concern by people. There are a lot of research concerning the first departmentof the government and the non-profit organizations by the department of publicrelations while there are not too much concerning the third sector, a nonprofitorganization, which involved as a part of the non-profit organization social workinstitutions of public relations research is few and far between. It is a new perspectiveand view to use the professional knowledge of public relations image to solve socialwork institutions, service communication and crisis resolution.Firstly, this paper introduces the motivation and factors of public relation needsand expounds the main fields. Secondly, it elaborated the social work organizationmanagement and the reason why development of public relations and public relationsneed to be strengthened from the internal political, economic, institutional structure,unbalanced development and Public awareness. Finally, this paper has carried on thedetailed discussion and description focuses on public relations in the social workorganization management ability to ascend, from image set (economy, politics, culture,information, staff, services, and administrative), services and institutions in the publicrelations crisis management (before, in and after the crisis).And then the paperanalyzed the ability of public relations with the social work institutions in Hong Kongfor example.