The School Public Relations Management Strategy Research

As a distinctive administration strategy，P.R.at first plays important role inthe economic area and has been connected to more and more social organization asthe proceeding self development and the need of the society. Until present，P.R.isnot only limited in the profitable organization such as business corps，but alsowidely used in many other non-profitable organization of the society. School, thenon-profitable organization is no exception. After the theory of P.R.administrationwas introduced in China, it received wide emphasis in both the theory and thepractice. Some achievements were made in the theory and practice ofP.R.administration of schools. But there still exist such problems as superficialplanning and most are made at will or spontaneously. Until present,P.R.hasn’treceived enough emphasis in the organization of schools and the theoretic study inthis area is very limited Therefore, the study of P.R. administration in schools hasboth theoretic and practical value. The theoretic value lies in that it may help tounderstand the current situation of the public relation’s development and thenecessity of public relation activity in schools. While the practical value lies in thatit may provide reference for the development of P.R.administration in China’sschools.The whole paper includes four parts to clarify P.R .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 P.R .administration in school. At first, the definition of P.R. and P.R. in school are introduced and then theconnotation, the objective, and the features of P.R. administration in schools areproposed respectively. The origin of the theory is also discussed from thehumanity-oriented Philosophy of Education, Ethics, Management, Communication,Psychology and Ecology theory .The third part is the school public relations. Schools mainly from thepractical level of how to achieve the value of public relations management. Thischapter to discuss the operation of the school public relations management fromthree aspects: The relationship between schools and teachers, students; schools andparents, community relations management; schools and the media and governmentrelations.The fourth part puts forward the conclusions.