Study On The Public Relationship Strategies In Different Type Universities

The cost increasing and the capital lacking of Modern higher education become an issue of all universities. Being good at deriving various resources by all kinds of methods becomes the common cognition of all universities. Although each university has its own public relationship plan for resource acquirement, there is few systematical or pertinent scheme having been studied yet. Based on literature analysis and interview research on universities, this thesis has studied on all sorts of public relation factors for university resource acquirement. Three types of universities are explored and analyzed. They are A. (University with faraway history, one-up situation with good zone economy), B. (middle location with normal zone economy), C. (new founded university, turned from technological academy, behindhand location with normal zone economy). The conclusion is as below:(1) The type A, in possession of abundant and effective public relation resources by external public relation activity, is on top among all universities. This type of university should go on advancing his science force in a certain period.(2) The type B, is different from A in abundance of public relation resources, but has its own characteristic and superiority. Its potential has not been exploded, and has developing space. This type of university should keep its good image, strengthen its science force, attract more high quality student, improve employment rate etc. Developing public relation activity based on region economy is the main task of this kind of university in this period.(3)The type C, holding little public relationship resource, is lack of strength in science public relationship. But this type of university has flexible organization, preponderant study. These schools have made outstanding achievement by using media. The main task for these universities is to continue to strengthen the public relation behaviors, improve the recognition of the school.