微博在解决高校公关危机中的“特质”

"Particularity" of Micro Blog in Managing Public Relation of Colleges and Universities

论述了微博的产生及其关系性、草根性、传播及时性等物质,面对高校公关危机扩散性、群体性以及应对机制相对滞后等现状,分析了"高校公关危机"的特殊性和微博作为"宣传工具""文化现象"的特征与价值,对利用微博解决高校公关危机的优势进行梳理;认为将微博作为高校解决公关危机的全新路径,其核心在于微博所固有的"人文关怀"适应了当今人们心理的需求和渴望,通过获取公众信任,以达到解决危机的效果。

We discuss the emerging of the micro blog and its nature such as relativity, grass-root nature, communication timeliness, etc. Facing the current situation concerning the diffusiveness, groupment, and relative delay on managing the crisis, we analyze the particularity of the ＂public crisis of colleges and universities＂ and the specific features and value of the micro blog used as the ＂publicity tool＂ and ＂cultural phenomenon＂, and comb the advantage to use the micro blog for tackling the public crisis of colleges and universities. We consider that when using such a brand-new path to tackle the crisis, the core lies in that the ＂humanity concern＂ is adapted to the psychological demand aspiration of the people at present and the result of tackling the crisis is achieved by getting the public confidence.