University Public Relations

As China joins WTO, the economic globalization process accelerates and the arrival of the era of knowledge-driven economy, higher education of our country faces unprecedented opportunity and challenge. Universities not merely need to deal with the fierce market competition by means of system reform. To establish good university image, accelerate the further development of the university, it is the implementation of public relations that counts.Initiated and developing in the U.S.A. in the 20th century, public relations has been widely used in the fields of politics, economy, culture. All kinds of organizations include governments of all levels, putting the principles and skills of the public relations into practice one after another to establish image, gain prestige, and facilitate success of every work to launch.Though a lot of experts, scholars in universities have made indelible contribution for public relations, univeristy itself has neglected using public relations principles to guide the work. In the relatively numerous and jumbled public relations theoretical research and practice achievement, the study on university's public relations is rare, and mostly regard building public relations discipline in the university as the starting point studied, stay on such aspects as professional construction, teachers' team, qualification authentication, etc. A few researches which incorporate public relations into university management take "coordinating" as the core, enclosing the coordination function of university's public relations.The innovation of this article lies in probing into the application of the public relations principles in university's work from the aspect of "communicating", putting emphasis on the importance of communicating in the course of realizing the goal of university's public relations. It strives to inspire university's public relations consciousness, launch the effectual public relations work to mould university's good social image , take the course of its own in the fierce higher education market competition, seize chances for existence and...