高校媒体公关存在的问题与对策研究

Study on the Problems of the Universities Media Public Relations

近年来,随着信息时代社会的日新月异,高等教育事业驶入快速发展的轨道,社会对高校的关注度越来越高,高校间的竞争越来越激烈,在这种生存环境下,如何加强高校和校外社会媒体的关系,扩大高校的社会形象和知名度,提高高校的品牌价值和竞争力,已经成为新时期摆在众多高校面前的一个崭新课题。本文将公共关系这一重要的现代理论嫁接在高等学校,以跨学科的眼光和思路来探讨当前高校媒体公关存在的问题,并提出相应的对策,希望对新形势下开展高校媒体公关提供一定的参考。

Along with the fast development of the information era,the higher education grows fantastically fast.The society pays attention to universities more and more,and the competition among universities becomes more and more furious.It is a brandnew problem for the universities to be faced with under the environment:how to strengthen the relationship between the universities and the media in society,how to raise the university's social image and fame and how to enhance the brand value and the competitive ability of the universities.The theory of the public relation is applied to solve the problems about the universities media public relations in this paper.It also discusses the corresponding countermeasures to handle the problems with the hope of offering some references to the universities which will start their media public relations.