Research On The Strategies Of Dealing With Public Opinion Events In Colleges And Universities

With the increasingly obvious trend of economic globalization and cultural globalization,Universities have become the region where domestic culture is colliding fiercely,which also makes the world outlook,outlook on life and values of teachers and students showing a more independent,differentiated and pluralistic trend.Meanwhile,with China's higher education reform and social transformation entered a critical period,contradictions among college students and teachers,the contradiction between the number of graduates and market demand are becoming increasingly prominent,which makes the potential crisis of universities gradually increase,resulting in the frequency of public opinion incidents in and Universities is also increasing rapidly.If the public opinion incidents in Universities are not handled properly,it not only affects the normal teaching and education management order,but also threatens the vital interests and physical and mental health of the teachers and students,and has a negative social impact on the steady state of the development and the image and reputation of Universities.Therefore,it is very important to improve the awareness of crisis prevention for teachers and students,study the dissemination rules,coping strategies and crisis public relations strategies of public opinion events in Universities,establish and improve public opinion and crisis public relations mechanism in Universities in the management of Universities.This dissertation is from the perspective of communication and bublic relations,and combined with a representative case in public opinion events in Universities,which is Fan Bingbing was persuaded to leave by Central China Normal University,the stage and characteristics of public opinion events in Universities are comprehensively analyzed.Meanwhile,this dissertation also probes into the principle of crisis public relations,skills and strategies in handling public opinion events in Universities,through the summary and reflection of this typical case,suggestions on how to improve crisis prevention and public opinion warning in Universities are put forward.This dissertation is divided into five parts.The first part gives a brief overview of the research background,significance,current situation and content.And the second part first discusses the stages and characteristics of public opinion events in Universities,as well as the constituent elements of crises public relations in Universities.Secondly,on the basis,four principles of crisis public relations and the process and skills of crisis public relations in Universities are summed up.The third part is the analysis of the spread of public opinion events in Universities,and the crisis public relations strategy when the Universities deal with public opinion in the case of Fan Bingbing was persuaded to leave by Central China Normal University.The fourth part is based on the summary and reflection of the crisis public relations strategy in this case,summarizes the treatment measures of public opinion events in Universities,and puts forward some suggestions on how to improve the prevention of crisis and the early warning of public opinion in Universities.Finally,the fifth part is a brief summary and analyze the limitations of this study.