The Research On Characteristics Of Practices About External Public Relations Of Modern And Contemporary Soochow University

Soochow University is a Christian university which was founded by AmericanMethodist Episcopal Church’s missionaries. Modern and Contemporary SoochowUniversity refers to the period from the founding of Soochow University in1900until theestablishment of New China in1949. Soochow University, on behalf of the western culture,constantly speculated the direction of future development in the collision between Chineseand western culture. Faced with the Chinese special national condition and the particularattitude of the society toward Christian universities, Soochow University adapted itself tothe ever—changing society. The demand of adaption had forced the motivations andpractices of public relations that Soochow University built with external relation.Base on the reality and the passively accepted attitude of Chinese government,Soochow University took advantages of the reputation of government officials toimplement school construction, to encourage students to attend examination carried out byofficial organization, to invite officials to involve in school activities and to develop thegovernment public relations for practicing school reform by the Chinese governmentregulations and so on. What’s more, in order to rally support for budget and reforms fromchurch, Soochow University actively attended meetings that organized by church, invitedthe churchmen to involve in any school activities and strived for church investment frommulti-channels. Besides, to foster understanding with community and highlightdistinguished school features, Soochow University combined with its own educationalgoals and carried out the crisis public relations with community and maintained the schoolreputation. In addition, considering the precious resources—alumni which offer helpprovide benefit for financial affairs and others, meanwhile, it is a card that send out tosociety, Soochow University maintained good relationship with alumni by means offounding alumni association, organizing alumni events, making alumni record, collectingdonations from alumni and so on. Last but not least, in order to gain credibility, save running cost and enforce educational capability, Soochow University actively developedcooperation and communication with other Christian universities by organizingintercollegiate activities and cooperatively running schools.After taking further reflection on the practices about the external public relations ofSoochow University, it safely draw the following conclusions: first of all, there’s a lot ofdiversity about measures of Soochow University’s external public relations; what’s more,Soochow University persist in balancing a unification between public relations andeducational quality; Besides, the practices of external public relations of SoochowUniversity possess the characteristic of sinofication; Lastly, the principals play animportant role on the external public relations of Soochow University.