A Research On New Media Application Of The University External Organizational Communication

With social progress and quick development of new media technique, mankind has entered the New Media Age. The new media ecology environment makes new media an important medium for university external organizational communication. University as an important form of social organization, the public attach great importance to the news of universities. Therefore, the university external organizational communication has great significance.According to the theory of communication, brand communication and other related theory, this article explores the application of the new media in the field of the university external organizational communication in three dimensions. The three dimensions are the university brand communication, university crisis public relations and university resources sharing. First, this paper has focused on new media application in university brand communication. The consistency of the university brand image is very important, in order to create an impressiveuniversity brand image, The design of the brand of the university should be as consistent as possible when achieve university brand communication through network. With the internationalization of university, new media can be taken as a powerful weapon to rapidly promote the awareness of university brand in the international arena. Secondly, this article has explored the important role of new media in university crisis management. In order to solve crisis events, the university can take advantage of the new media to release news and control the public opinion. Finally, this article has analyzed the resources sharing. In order to realize social services, new media is taken to remove barriers by universities, which allows the libraries of universities open to the public. Online courses can not only share knowledge and service the society but also demonstrate the development and the attraction of the university.According to the analysis of the current new media communication environment of universities, this paper studies the application of the new media in the field of the university external organizational communication which takes Microblog and WeChat as the specific cases.It is expected to provide certain reference to the work of university external organizational communication.