高校外部公共关系研究——基于a校个案.docx

摘要
在全球经济一体化的人背景下,世界各国间的文化传播与交流不断加深。尤其在我国加入耵0以后,我国高等教育进入大众化阶段,民众对高等教育提出了越来越高的要求, 要求参与学校管理的呼声愈演愈烈。A大学发展露临空前的机遇和挑战,若要实现2020年
“综合性教学科研型”的战略目标,除了积极进行体制创新,提升内涵,夯实自身基础外, 更需要树立良好的高校组织形象,通过公共关系T作的实施米推动高校的进一步发展。
作为伊始于20世纪美国的新兴学科,随着信息技术的进步和对外交往的需要,公共关系已受到社会各界人士的广泛关注。各级各类组织包括政府在内,都纷纷运用公共关系的原理和技巧,来展示和宣传自我,进而为树立良好的组织形象,赢得公众的理解和支持。本文选取高校这一社会文化组织,采用个案解剖的方法切入,对现代高校所涉略的外部公共关系展开研究,旨在探寻A大学外部公共关系实践的问题,并在此基础上分析成因,尝试提出有针对性的解决策略,力求为该校高校管理者提供些许参考。
本文运用问卷调奄、专家访谈、文献资料、历史比较等方法,重点对A大学校级和院级两个层面的外部公共关系工作者进行调研,被调查者涵盖了校级主要领导、部门主管领导、部门普通职员多个级别,贯穿全文的主线是:A大学外部公关的主体、客体、方法和程序。文章首先描述了当前A大学外部公共关系的现状,然后探讨其在实际运作中存在的现实困境;最后列出了一些相关建议。
关键词:A人学 高等教育 公共关系 高校外部公共关系
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Abst ract
In the backdrop of global economy integration, cultural transmission and exchange will continue to deepen among countries in the ly,-after China joined into WTO,China’S higher education has been into the popular stage,higher and higher requirements are proposed by peopl e, and management cal i s are intens i fi ed for participating, university is facing unprecedented opportunities and chal lenges, in order to achieve ”prehensive teaching and
research”strategic objectives in 2020,in addition to actively carry out institutional innovation, improve content, consol idate the foundation of its own,we need a good image of anizations,through the implementation of public relation works to promote the further development of universities.
As a new discipline emerging in the United States at the beginning of the 20th century,public relations has been widespread concerned at all the advances in information technology and exchanges wi th foreign countries,including the government,al 1 kinds anizations have used the principles of public relations and skills,
to show or publ ic themsel YeS,to establ i sh a good image of anization,and finally to win understanding and support of publics. The paper choose University which iS a social and anization, to start my study about modern University external publ ic relatio