论公共关系职能在高校管理中的应用

On the Application of Public Relations in University Management

本文阐述了高等学校为适应当今社会需要 ,必须树立新的教育观念。高校公共关系的对象分为内部公众和外部公众 ,二者相辅相成 ,对高校发展都至关重要。科学地运用高校内部公共关系的运作机制和高校外部公共关系的运作方式 ,将是进入WTO以后高校的竞争所在 。

Higher education should adapt to the social need and establish the new education idea of paying closer attention to the public relations. The target of public relations of university can be divided into inside masses and outside masses. Both of them complement each other and play an essential role in the development of higher education. Making a scientific use of the operating mechanism of the public relations both inside and outside the university should give a positive practice , for it will strengthen the vigor of running a university in the fierce market competition after our country entering WTO .