The Status Analysis And Coping Strategies For Prestige Crisis Of Middle And Primary Schools In Chenghua District

The "SanLu milk powder" incident in 2008, aroused people'attention and question to the corporate reputation. Meanwhile, due to the increasing diversity of social thought , the high expectations of education and improved rights awareness from the public , the attention from the media and the emphasizes on the service function of the school from the social opinion , Middle and primary schools, which used to be "ivory tower", will face a new understanding and evaluation about their reputation from the society . Therefore, people gradually realized the importance of prestige crisis to the sustainable development of school.Chenghua District is located in the center of Chengdu. In recent years, some schools are also facing the tough challenges of prestige crisis. The conflicts between teachers and students and the students'suddenly death in some schools were exposed by media. Because their reputation desended and their number of students reduced, a few schools even are facing merger or takeover. According to the management theory on business crisis and taking the school prestige crisis in Chenghua District as the research object, the author analyzed the causes of it and then divided the school credibility crisis into incubation period, outbreak period and restoration period. In the incubation period, schools could lay a good foundation for an effective treatment by establishing schools prestige crisis management departments, making surveys about reputation , and establishing plan for emergency handling and other measures. In outbreak period, which is the key point of the study, education administrative department and schools should take swift strategies such as superior support, quality accountability and immediate communication, to try to defuse the crisis and reduce the blight of it. In restoration period, in order to avoid new credibility crisis to explode again, the study proposed some concrete measures to resume the trust and understanding to the school from staff, parents and social public. By the analysis on several cases in Chenghua District, the study provides valuable examples and experience for other schools to improve their coping prestige crisis ability.