The Communication Strategy On Campus Crisis Of Chinese Institutes Of Higher Learning

Once the crisis event appears, the institutes of higher learning are not only facing the damage which crisis itself brings, but also facing the descend of school's prestige, image and so on. It will possibly bring adverse effect to the institutes of higher learning in various aspects if the crisis information is spreaded inappropriately or unavailablly during the periods of crisis. In order to solve the problems, the article mainly discusses the communication strategy of institutes of higher learning in campus crisis, and provides specific analysis and effective communication strategies for school leaders or crisis team from the point of the view of journalism, communications, and crisis public relations.Through accurate analysis of the crisis's four stages, conclusions are drawn as follows: First, the institutes of higher learning should foster the modern concept of the crisis communication and enhance the awareness of crisis communication. Second, it should be more open for school system, particularly facing crisis. It should ensure that internal and external information can exchange and communicate timely. Third, the crisis communication should be effective internal and external. During the entire communication process, different strategies should be adopted. Fourth, to strive for the public opinion initiative, the crisis communication of school should follow the general principles of "first time, initiative achievement, the motion information, brief and concise, reliable and consistent". Fifth, make use of communication strategies flexibly and humanely. Meanwhile, pay attention to the interpenetration and the interaction between the mass and interpersonal communication. Sixth, it is better to establish a good communication and cooperation relationship with media, and to promote a virtuous circle for crisis communication.