Research Of High-level Vocational Education Public Relations In Shanghai

The high-level vocational education of Shanghai developed fast at the end of the 1980s. Especially the college enlarged the enrollment in 2003; Shanghai high-level vocational education plays an indelible positive role in high-level education popularization. The rapid development of high-level vocational education of Shanghai in recent years is in line with the development of educational diversity, meeting the requirement of Shanghai industrial economy to the students of the high-level vocational education, and satisfying the needs of high-level vocational education development in the world, in China and in Shanghai as well.As an advanced management art, public relation originates from the United States. After spreading to China in the eighties of last century, it was applied in the economic field rapidly and took sound effect. As the "four centers" and a metropolis of industrial economy of "three, two, one," the city is confronting the economic globalization waves, more complicated multilateral cooperation in international relations and more violent competition in international education conditions. Meanwhile, the rapid development of information network technology is helpful to the rapid flow of information and widespread information integration. Modern organizations are in the surroundings characterized as more complexity. In this circumstance, public relations' functions of communication, resolving contradictions, assisting management and decision-making have drawn more and more people's attention. The function of "broadcasting and communication" has become one of the factors for modern organization to adapt to its environment and to enhance the competitiveness.This appeal has spread to the universities. In 1985, Zhongshan University, in Guangzhou, established the first university research institute of public relations in China. The study of public relations became university course in China in 1985. The first Public Relations Committee was set up in December 1986 in Shanghai. In 1986, China's first professional public relations company, China Global Public Relations Company, was registered and set up in Beijing. From 2000, China began the public relations professional posts examination, indicating that China's public relations has started the road to professional zed and industrialized tendency. The advanced management art of public relations, and the creative thought and techniques of public relations planning impact the systematic management and standardization to the overall activities. The combination of public relations and school management helps schools to improve their competitiveness in the new competing environment. Through the analysis of public relation recognition, external public state and broadcasting strategy of Shanghai Vocational institutes and colleges, we found that the majority of Vocational Colleges lack sense of public relations, and have varying emphasizing degree, non-systematic specific notion and practices, and vague focus. Through individual research and interviews, we also found some high-level vocational colleges has been successful in the application of public relations in actual implementation, has a clear positioning, improves the overall image of the school and effectively promote the employment of vocational college students for a long time.The history of Shanghai high vocational education amounts to approximately 20 years, with a large number of technical application elites turning into the technology backbone of Shanghai social economy development. The second and third industries developed rapidly, which has created sound employment environment for Shanghai. However, a gulf exists between the vocational college students' employment rate and industrial economy's needs of large quantities of high vocational graduates in Shanghai. There is discrepancy between good wishes and cruel reality. With a view to integrating Shanghai market conditions, paving a sustainable development road characterized as Shanghai high-level vocational college, probing into the integration of advanced public relation management art and the Shanghai high-level vocational colleges, building a more acknowledged employment platform for high-level vocational colleges graduates in Shanghai, promoting the brand of Shanghai high-level vocational colleges, enabling more social domains to understand high-level vocational colleges, and making more people know high-level vocational college, public relation is undoubtedly a feasible way to the promotion of Shanghai high-level vocational education development.This paper applies questionnaires, expert interviews, reference books, comparative analysis and other methods, focusing on the research and analysis of industrial and economic development in Shanghai and technical personnel needs, Shanghai specific vocational employment indicators,...