A Research On Media Strategies Of Crisis Communication Management In Colleges

With the rapid development of economy, colleges in China are undergoing a transformation in the context of society transformation, under this transformation, colleges are facing an ambivalent and problematic phase and break out crises frequently, the influence of college crisis has been increasing, colleges must strengthen the management of crisis to ensure healthy development. The effect of media in college crisis management can't be ignored, media report on college crisis-event is increasingly intensified, the advance of media technology and the interaction between media and audience all make it impossible for crisis-event to be covered up, media report is an origin of crisis-diffuseness; At the same time, it is a key factor in crisis-control, under crisis, the administrative competence of an organization lies in the management of information transmission and mass media. If colleges are unaware of crisis management and do not have a media strategy dealing with crises, it is impossible to manage crises effectively, and will finally result in unbalanced college development order, and even baffle the development of education cause in a certain extent.After "SARS" incident, the journalism and communication community has been intensifying research on crisis communication in government and enterprises. As an important top in of crisis management, crisis communication has already been the research direction of social science in China. As we look at the colleges, the research of crisis communication management lags behind, particular research on media in college crisis is totally blank, the occurrence frequency of crisis-events in colleges also proves that, during crises, colleges are weak on media relations.The research tries to use mass communication, organizational communication approach to study crisis communication management in colleges, and construct media strategy of college crisis .The study is a qualitative research based on interviews, three research methods, such as literature analysis, case study and deep interview are applied. The research selected 26 samples as interviewees, including college or university teachers and students, media reporters, public relations officers in enterprises and officers work in governmental publicity departments. The interview helps to know how media is run on and out of campuses, the status quo of crisis communication management in colleges, to collect advices from enterprises and government and use their experience as reference, and to bring forward reference as to construct media strategy.Through theoretical analysis, the research discusses the significance of college crisis communication management, categorizes college crisis, college crisis communication phase and model, and generalizes characteristics of communication in different periods. Then, the research develops and refines the role of mass media and campus media in crisis communication in colleges, integrates the content of campus media with the technology of mass media, probes research of media public relations. In succession, the research argues the significance of an organization dealing with crisis management sets up a crisis management panel to carry out media strategies, creatively puts forward suggestions such as the institutionalization of spokesman and...