高职院校内部公共关系存在的问题及策略探讨

On the Problems and Strategies of Public Relations in Higher Vocational Colleges

高职院校公共关系管理存在着'全员公关'的理念淡漠、'重外轻内'、'重传播轻管理'的公关意识明显等问题。有必要开展有效的公共关系管理,推行全员公关教育,培育员工的主人翁意识和全局意识,增强员工的凝聚力和归属感,形成浓厚的公关氛围,协调好学校内部和外部的各种关系,形成一个内部团结和外部和谐统一的发展环境,塑造良好的学校形象,迅速提升高职院校的核心竞争力,保障学校的可持续发展。

The public relations management in higher vocational colleges exist the problems of indifference concept of full members’ public relations,and the obvious public relations awareness of more attention to the internal relation but less attention to the external relation and more focus on broadcasting but less focus on management. Therefore it is necessary to carry out effective public relations management,promote overall public relations education,cultivate the employees’ host consciousness and whole situation consciousness,enhance the staff ’s cohesive force and belonging sense,form the strong public relation atmosphere,coordinate the internal and external relationships,create the development environment of the internal unity and external harmonization,shape good image,rapidly improve the core competitiveness,and guarantee the sustainable development of the colleges.