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On The Function And Operation Of P.R. In Institutions Of Higher Learning In China

Posted on:2003-01-02Degree:MasterType:Thesis
Country:ChinaCandidate:W QianFull Text:PDF
GTID:2167360065464126Subject:Education Management
Abstract/Summary:PDF Full Text Request
As a distinctive theory and technology for administration, public relations (P.R.) had originally performed a significant role in the domain of economy. With the continuous development of and increasing demand for P.R., however, it has had association with more and more various social institutions and is playing a more comprehensive and concrete part in the society. No longer confined to profit-making institutions such as enterprises , P.R. is playing an important role in other realms of society such as varied non-profit organizations like governments, international organizations, the sphere of tourism and schools. The development of P.R. makes it more practical and effective, and brings forth a new phase of administration theories in different organizations.Since its introduction into China in the 1980s,P.R. has received considerably extensive attention both theoretically and practically . Nevertheless, it was mostly in enterprises that P.R. were studied and employed , while in the realm of education, particularly in higher education ,it has not received due attention ,nor ample theoretical study ,despite the fact that it has been employed to improve the management of and maximize the benefits of running institutions of higher learning, either consciously or unconsciously .Thus, it is beneficial both theoretically and realistically to study P.R.. in China's colleges and universities. The theoretical benefit lies in the understanding of the current state of P.R. in colleges and universities as well as the necessity, value and functions of carrying out P.R. in these institutions, while the practical significance lies in the possible value of reference and advice that this study may give to the development of P.R. in China's colleges and universities.This thesis is composed of four parts. The first part gives priority to the introduction of the two basic conceptions of the public relations in institutions of higher learning :P.R. and P.R. in schools, then sets forth the relationship between the administration in colleges & universities and public relations as well as the connotation, the objective, the nature and the features, of P.R. in institutions of higher learning. The second part proves the necessity of the operation of P.R. in institutions of higher learning in terms of the administration system reform, the renovation of the function of colleges & universities, the perspective of sociology. Based on the two previous parts, the 3rd and 4th parts set the thesis center on the function and the qperation of P.R. in higher institutions. The creative aspects of this thesis lies in its grafting the theory of P.R. into the administration of colleges, discussing the significance and urgency of the operation and improvement of P.R. in higher institutions in trans-subject light, analyzing the present conditions of the P.R. in higher institutions of China, and elaborating the crucial role P.R. plays in the development of colleges, and finally putting forward some specific operational tactics on the development of the P.R. in higher institutions. This thesis respectively discusses, analyses and formulates on P.R. in higher institutions from the perspectives of theory and practices.
Keywords/Search Tags:institution of higher learning, public relations, function, operation
PDF Full Text Request
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