Study Of Communication Strategies To Deal With Unexpected Events News Of The Domestic Universities

At present, with the deepening of socialization and internationalization, university is becoming a place where emergency is easy to happen. University emergency often disturbs regular order of education and management, and even more, it would critically affect the school's reputation. For this reason, countermeasure of university emergency in media has being became a hot research topic after SARS event.Based on analyzing current situation and characteristic of university emergency, and combine with the laws of Mass Media, the thesis constructs communication strategy while responding to university emergency by case analysis and questionnaire survey. From the standpoint of Mass Media, the thesis is trying to effectively control the spread of university emergency, in order to highest reduce the damage to university and society.The structure of this thesis is divided into five parts. The first part is introduction, describes the background, purpose and significance. Then summarizes domestic and international publications, and established the research direction and methods. The second part introduces to basic concept, classification and features of university emergency. The third part researches on current situation of countermeasure of university emergency in media, it analyzes typical cases in terms of the classification. The fourth part analyzes the communication models of university emergency. While analyzing the audiences, questionnaire surveys were applied to the students from eight famous colleges. The survey indicates that Internet is the most important media for students to acquire information. The realizing rate of emergency is always on a high level, and most of the college students disseminated the information after they know the emergency. While analyzing the medias, by interviewing mainstream journalists and collecting related data, we research on role orientation of media and journalist, hot topics and process of report. The fifth part researches on the communication strategy of university emergency on the basis of the four communication stages and the features of communication studies. Firstly, it discusses how to establish mechanism for news monitor and early-warning in brewing stage. Secondly, it discusses how to accurately analyze public sentiment and response to the emergency in outbreak stage. Thirdly, it researches on the mechanism of news release and journalist management in spread stage. At last, it analyzes the surveying and evaluating methods of the event in declining stage.