Analysis Of Crisis PR In Colleges

With the coming of the economic globalization and information era,colleges and universities face increasingly complex environment and competitions.As a result,there exists more and more potential crisis.Besides,the public and the media's concern about college crisis are also increasing.However,the colleges are still lack in the awareness of crisis and the capacity of crisis PR.Once the crisis happens,it will often bring losses in personal property and colleges' image,while the aim of College crisis PR is to reduce the crisis for colleges' image.Therefore,the depth study of source of college crisis and methods of crisis PR,and the effect to establish the perfect of the crisis PR system are the real need for a favorable development of college.This thesis makes a comprehensive analysis of the source and characteristics of college crisis. Besides,by adopting theories and methods of public relations and crisis management,as well as doing analysis and study of case concerned,it analyses the definition,classification,and causes of college crisis and proposed prevention and response measures.This thesis is divided into five parts:The first part is about research significance,objectives and methods of college crisis PR;The second part,it puts forward the theoretical framework of college crisis PR and defines its concepts involved,including crisis,public relations,crisis public relations,etc;The third part,by defining and classifying the constituent elements of college crisis PR and college crisis as well as expatiating the importance of public relations crisis on colleges,it analyses the specificity and importance of college crisis PR;In the fourth part,it gives the prevention and response measures for college crisis and increases its actual operation in order to provide a reference for the university management by analyzing cases of success and failure;The fifth part gives a conclusion and also points out the inadequacies of the study.