Discussion On The University's Public Relations Communication

China's public relations are opening out with the pace of opening and reforming. To grow out of nothing, from weak to strong, from conscious to unconscious, from the decentralization developed to gradually standardized, from distortion to understanding, China's public relations has zigzagged 20 years, and it is fruitful.It is successful in the economic organization, but it is superficial in the cultural organizations. Social progress, the country's open, spread of education, brutal competition, all these have reminded us that public relations steps in the cultural organizations, especially steps in the colleges and universities, is inevitable for the development of history. And it is necessary for the development of universities. It is a leader's mission that learned and good at using public relations communication theory to manage the college campus. This issue is based on the age needs, and drawing on successful experiences in corporate public relations communication, has a practice analysis and dissemination of comprehensive study for the university campus public relations work.Encircling the constituent elements of public relations communication, the research project explores the dissemination of public relations in eight chapters.Chapter one, first introduced the public relations'development trend and historical status in the world and China. It explains that public relations management philosophy is the trend of the times, the general trend. It is expounding the government policy requirements for the universities cultural construction, and it indicates that developing the public relations work is pressing, it is the sooner the better. And finally it is raised universities manager to think that how the public relations steps in campus.Chapter two describes the important role of the image-building for the overall development of the University, introduced the development direction of the university's image-building, aimed at showing that the university's image-building is the perfect combination between the public relations communication and the University management. If the university need to developing, the image-building is imperative. The public relations communication is the best means for the image-building. Therefore, the public relations communication of the university has become a top priority in school construction, and it played a major role.Chapter three, the author describes in detail how to carry out the University's public relations communication. First of all, the main body of the university's public relations communication has been analyzed by the different situation. Students and teachers are the main force in the School. Second, this chapter listed in detail the maters of the university's public relations communication, aimed at tell the managers that the maters of the university's public relations communication are not according to their own preferences or the constraints imposed, anything about the school has become an emphasis of the University's public relations communication. More detailed, more comprehensive and more thoughtful is the trump that the university's public relations communication step to success.Chapter four, the university's public relations communication is targeted mainly teachers, students, government, peers, communities, businesses, media, etc., they are collectively known as public of schools. The number of public in universities changes in focus at any time with the passage of time, and it is immeasurable. They are scattered around the school, and influence the school from time to time.Chapter five, This chapter analyzed in detail The intermediary category of the university's public relations communication, analyzed there own advantages and disadvantages, analyzed how to choice the intermediary. The author believes that the effect of the university's public relations communication depend on whether the intermediary is proper use.Chapter six, this chapter analyzes the policy of the University's public relations communicationChapter seven, the effect of the university's public relations communication is the influence for the object on the course of building image. The object refers to the public of the university's public relations communication, including external public and internal public. The effect of the university's public relations communication should be a attached more importance.