On The Value And Operation Of Pubic Relation Administration In School

As a distinctive administration strategy, P.R. at first plays important role in the economic area and has been connected to more and more social organization as the proceeding self development and the need of the society. Until present, P.R. is not only limited in the profitable organization such as business corps, but also widely used in many other non-profitable organization of the society. School, the non-profitable organization is no exception. After the theory of P.R. administration was introduced in China, it received wide emphasis in both the theory and the practice. Some achievements were made in the theory and practice of P.R. administration of schools.But there still exist such problems as superficial planning and most are made at will or spontaneously. Until present, P.R. hasn't received enough emphasis in the organization of schools and the theoretic study in this area is very limited Therefore, the study of P.R. administration in schools has both theoretic and practical value. The theoretic value lies in that it may help to understand the current situation of the public relation's development and the necessity of public relation activity in schools. While the practical value lies in that it may provide reference for the development of P.R. administration in China's schools.The whole paper includes five parts to clarify PR administration: The first part of this thesis explains the background meaning, intention, contents, and domestic and international research condition.The second part sets the theoretic basis of PR administration in school. At first, the definition of PR and PR in school are introduced and then the connotation, the objective, and the features of P.R. administration in schools are proposed respectively. The origin of the theory is also discussed from the systematic theory, the communication theory, the benefit theory, etc.The third part clarifies the value of the P.R administration used in schools. Through the analysis of the value of PR administration in and out of the school and the economic value, PR is testified to play the role in building the image of the school, win the support of public and helping the school out of the trouble.The forth part introduces the operation of the P.R administration in schools. How to realize the value of the P.R administration is discussed from practical operation. Eight aspects of operation strategy are chosen in the present thesis: the set of P.R objective; the establishment of P.R department, the cultivation of the consciousness of the P.R administration, the employment and training of special P.R staff; the enlargement of the knowledge and the promotion of the skills of P.R, and the model of the image of schools, the scheme of the P.R activities and coordination of public relation.The fifth part puts forward the conclusions.