Research On The Information Release In University Crisis

It is the quick way to spread university crises on the new medias, especially when the college students in this era are with proficient skills of operating the electronic devices, easy access to the medias and the strong willing to express their minds; they become the effective “spreading factors” in some university crises, bringing unprecedented challenges of information supervising and controlling of these sorts. And then the sharing and interactive communications about hot topics as a methods of releasing information will change the situation that formerly what the university spokesman said is always the main resource of a report, not only bringing the new challenges mentioned above to the universities, but the new platforms and information channels for them to speak to the public as well.The users of the new medias, especially the university students, are widely influenced by the spreading information of the university crises: networked university students are rife, the access to mobile and fragmentized information for them easier and the willing to express their minds in public stronger. Meanwhile, the agenda setting of university crises is facing with lots of profound changes: the spreading topics are diversified, the deep interpretations leaded by some opinion leaders, the proactive agenda setting by universities harder etc. Compared with the traditional environment of the information delivery, the new medias present some new trends: the spreading hierarchy increasingly weakens, and the spreading methods feature a group trend and communication subjects are more generalized etc., having an strong effect on the information released by universities and leading to some new directions of subjects and researches.The main problem and the most difficult part of the information management in the university crisis are to erase the uncertainty and asymmetry that are identified by the opposite status and different interests between the university and the public. The main releasing methods of information in a university are presented as the university press, the university information reporting system and reporting on the net, all of which lack the flexibility and interactivity characterized by the new medias. On the new medias, the information in a university crisis will be spreading in various channels and in text patterns interactively. Paradoxically, the spreading on new medias will have to balance its interactivity and the fixed traditional agenda setting, its audiences-friendly and traditional reporters-friendly, its various channels and the single channel of traditional spreading information. Based on this, attaching great importance to the dynamic monitoring of public opinions, strengthening its precise guidance, building the whole map of all medias, regulating the system of university spokesman behaviors, brightening the communication skills and bettering the effect of releasing the information, this paper will explore how to improve universities' ability to lead the public opinions and to manage the network information security in a crisis event and provide the universities with the scientific basis on how to realize the efficient communication and image management.