Analysis On The Management Of School Public Relations

Along with the continuous progress of society and the development of the time,schools, acting as an institution of social talent training, have played an important role in the development of society, and the social status and public attention of schools are gradually improving. The comprehensive development of schools not only needs government’s strong support on educational resource allocation, but also wants greater attention in the management of school public relations. Therefore, the strategy study of school public relations management plays a crucial role in terms of completing schools’ social image, public relations and public relations management.The key tasks of schools’ public relations management are to clarify current development situation and existing problems of public relations, and put forward the corresponding countermeasure basing on the theories of public relations management.The paper discusses the current situation of schools’ public relations management and summarizes the characteristics of current public relations management in the four dimensions of schools’ principal position, the new media environment form, the constitution of the management pattern, and school crisis.The study suggests that school public relations management can optimize the external environment and promote social functions; it can optimize the internal environment and promote management function, which plays an important role and has a significant value. The paper tries to put forward the corresponding countermeasure to schools’ public relations management in the three levels of public relations management, school affairs management and school image management. It provides the corresponding theoretical basis in terms of completing future schools’ social public image and improving social functions and social status.In the end, the study summarizes the paper and looks forward to the future direction of future schools’ public relations management.