Reputation Crisis Mangement Of Universities

Reputation is the cognition about the organization’s performance formed in the public mind. A good reputation is an important factor to being a healthy and sustainable organization. Once the loss of the crisis, the organization’s reputation is fatal, is it about the university. Currently, as an important part of modern society, universities faces many problems, all kinds of social ills constantly refracted into college, university crisis exacerbated the probability of occurrence, especially the involvement of network media, which is accelerating the spread of the crisis, seriously affected the daily management of the university, so reputation crisis reputation crisis management of universities is important. Especially when the information distortion it will produce a new crisis or to deepen the crisis, so a good social reputation can promote optimal allocation of university resources. As we known, success or failure will not only reflect in the academic level and hardware facilities, more reflected in the good reputation inside.We try to through the research of the university’s reputation in western countries and the status of the reputation crisis management in China, and selecting two typical cases-Zou Hengfu microblog event, BUPT fire incident, from the perspective of organizational behavior and management mechanisms elaborated the processing strategy of university’s reputation crisis, hoping through the research, causing more university administrators focuing on the reputation of the university crisis management to protecting the sustainable development of our universities.