The Philosophical Analysis On The Establish Of College Public Relations

college public relations are the rapports established between organization of universities and the public in the developing process, seeking for develop through communication and coordination, relationship combing, image-building, crisis management. It is a state of existence, a real event, a public relational profession, an idea and a point of view; meanwhile it is also a discipline. College public relation is an important mean of communication to establish the image of the university organization, to maintain the relationship between the university organization and the public, to meet the demand in the development of universities and to guarantee university management and teaching and research. It undertakes the functions as coordination, publicity, information collecting, emergency management and consulting recommendations. The establishment of the college public relations should follow the principle of two-way communication, the principle of mutual benefit, the principle of innovative development, the principle of seeking truth from facts, and the principle of respecting for human dignity. The establishment of the university public relations contributes to the development of colleges and universities, the full liberalization of the colleges and universities as well as to create a harmonious, stable environment inside and outside the college. The principal part of the public relations of universities is provided with the features as the purpose, wholeness and integration, inclusiveness, information disclosure and transparency; The object possesses the features like relevance trend, complexity and variability; The relationship between the two is the relationship between main bodies, subject and object, and objects.Currently, the main problems existing in the establishment of university public relations are in the presence of in its half measures of coordination, not-enough publicity, information collection failure, lag of emergency management, weak disposals, the superficial advice as well as universities’failure to reflect the advantages and being out of touch with the social development; The main reason is the sluggish university internal and external communication channels, a strong university based thinking, lack of innovation in college public relations, public relations is floating on the surface, low quality of the public relations staff, college public relations are not synchronized with development and demand of society; It effected the establishment and shaping of the image of universities organization. It should be from the following aspects to promote college public relations effectively:establishing a university news release system, strengthening the college crisis management, strengthening the coordination function of the university public relations, and strengthening the service functions of the university public relations and organizing special events regularly of the University Public Relations.