本文選題：高校公共關(guān)系 + 建立��； 參考：《四川師范大學(xué)》2012年碩士論文

【摘要】：高校公共關(guān)系是高校組織在發(fā)展過程中為尋求發(fā)展,通過溝通協(xié)調(diào)、關(guān)系梳理、形象塑造、危機管理等方式,與公眾之間的一種關(guān)系。是一種存在狀態(tài),一種現(xiàn)實活動,一種公關(guān)職業(yè),一種思想和一個觀點,同時也是一門學(xué)科。高校公共關(guān)系是建立高校組織形象、維系高校組織與公眾之間的關(guān)系,滿足高校發(fā)展中的有關(guān)需求,是高校管理和教學(xué)科研的重要溝通手段；承擔(dān)著協(xié)調(diào)、宣傳、信息收集、應(yīng)急管理及咨詢建議等職能。在高校公共關(guān)系建立中應(yīng)遵循雙向溝通原則、互利互惠原則、發(fā)展創(chuàng)新原則、實事求是原則以及尊重人格等原則。高校公共關(guān)系的建立有助于高校的發(fā)展、高校的全面開放以及創(chuàng)建和諧、穩(wěn)定的高校內(nèi)外環(huán)境。 從高校公關(guān)的主體來看,具有目的性、整體性和融合性、包容性、信息公開化和透明化等特點;從客體來看,具有分散性、關(guān)聯(lián)性、潮流性、復(fù)雜性和變化性等特點；二者關(guān)系表現(xiàn)在主體與主體、主體與客體及客體與客體之間的關(guān)系。 當(dāng)前,高校公共關(guān)系建立存在主要問題表現(xiàn)在協(xié)調(diào)不到位、宣傳力度不夠、信息收集不全、應(yīng)急管理滯后、處置不得力、咨詢建議表面化以及高校功能體現(xiàn)不出優(yōu)勢,與社會發(fā)展脫節(jié)等；其主要原因是高校內(nèi)外溝通渠道不暢、高校本位思想濃厚、高校公共關(guān)系缺乏創(chuàng)新、公關(guān)工作不深入、浮于表面、公關(guān)人員素質(zhì)不高、高校公關(guān)與社會發(fā)展和需求不同步等;它影響了高校組織形象的建立和塑造。有效推進高校公共關(guān)系建立應(yīng)從以下幾個方面著手：建立高校新聞發(fā)布制度,強化高校危機處理,強化高校公共關(guān)系的協(xié)調(diào)職能,強化高校公共關(guān)系的服務(wù)職能以及定期舉辦高校公共關(guān)系專題活動。
[Abstract]:The university public relations is a kind of relationship between the university organization in the process of development, through communication and coordination, relationship carding, image molding, crisis management and so on. It is a state of existence, a practical activity, a kind of public relations profession, a kind of thought and a viewpoint, and also a subject. The public relations of colleges and universities are also a subject. Establishing the organization image of the University, maintaining the relationship between the university organization and the public, meeting the needs of the development of the University, is an important communication means for the management of universities and teaching and scientific research, and bears the functions of coordination, propaganda, information collection, emergency management and advice suggestions. In the establishment of public relations in Colleges and universities, the principle of two-way communication should be followed, mutual benefit and mutual benefit should be followed. The principle of benefit, the principle of development and innovation, the principle of seeking truth from facts and the principle of respecting the personality. The establishment of public relations in Colleges and universities is helpful to the development of colleges and universities, the full opening of colleges and universities, and the creation of harmony and stability of the environment and the environment inside and outside the University.
From the subject of public relations in Colleges and universities, it has the characteristics of purpose, integrity and integration, inclusiveness, openness and transparency of information. From the object of view, it has the characteristics of dispersion, relevance, trend, complexity and change. The relationship between the two is manifested by the relationship between the subject and the subject, the subject and the object, the object and the object.
At present, the main problems exist in the establishment of public relations in Colleges and universities, such as inadequate coordination, inadequate publicity, incomplete information collection, lag in emergency management, inadequate disposal, dispose of advice and suggestions, and the lack of advantages of university functions and disjointing of social development. The main reason is the poor communication channels inside and outside the colleges and universities. There is no innovation in the public relations in Colleges and universities, the public relations work is not deep, the public relations are floating on the surface, the quality of public relations personnel is not high, the public relations of colleges and universities are not synchronized with the social development and demand, etc. it affects the establishment and molding of the organization image of colleges and universities. We should strengthen the crisis management of universities, strengthen the coordinating functions of public relations in universities, strengthen the service functions of public relations in Colleges and universities, and regularly organize thematic activities of public relations in Colleges and universities.

【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G647

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