The Study Of University External Public Relations

In the backdrop of global economy integration, cultural transmission and exchange will continue to deepen among countries in the world. Especially, after China joined into WTO, China' s higher education has been into the popular stage, higher and higher requirements are proposed by people, and management calls are intensified for participating, too. A university is facing unprecedented opportunities and challenges, in order to achieve "a comprehensive teaching and research" strategic objectives in 2020, in addition to actively carry out institutional innovation, improve content, consolidate the foundation of its own, we need a good image of the organizations, through the implementation of public relation works to promote the further development of universities.As a new discipline emerging in the United States at the beginning of the 20th century, public relations has been widespread concerned at all levels. With the advances in information technology and exchanges with foreign countries ,including the government ,all kinds of organizations have used the principles of public relations and skills, to show or public themselves, to establish a good image of the organization, and finally to win understanding and support of publics. The paper choose University which is a social and cultural organization, to start my study about modern University external public relations by case analysis ,aimed at exploring the problems of A University in their external public relations practice, analyzing the causes ,and attempt to propose solutions for providing some references to administrators of this school.The paper uses surveys, interviews with experts, literatures, history comparisons and so on, begins the investigations to some workers of this school, which focused on school and departments two levels, containing school leaders, department leaders , general workers. The main theme running through the full text is: subject, object, methods and procedures of A university practice their external public relations. The paper first described the current situations of A university about external public relations, and then discussed the plight, final listed some relevant recommendations.