Research On Public Relations Strategy Of School

With the continuous development of the society, the special management technique of public relation has been widely applied. Every organization in the society has been paying attention to public relation and schools are no exception. In the environment of market economy, the intersection and relation between schools and every social aspect have become increasingly frequent and the social environment is also becoming more complicated. More and more schools begin to realize that the relation between schools and the public and their image in front of the public will influence the survival and development directly.This thesis mainly adopts Literature Research Method, Case Analysis Method, Observational Method, Questionnaire Method and Interview Method. Through the site observation and the collection of data of Shanghai Pingnan Primary School’s processing modes and means of public relation during its school-running process including family-school relation, school-community relation, school-mass media relation and so on, and the study of the research achievements of scholars from home and abroad, it researches and analyzes how the school improves the school-running effects through public relations and the influence and value of public relations to the development of the school.The main contents are:The establishment of public awareness: it explains as the basis of public relation activities, the importance of the school’s public awareness in the researches and practices of the school’s public relation researches as well as the establishment of the public relation awareness of Pingnan Primary School.The choice of public relation objects: it mainly introduces the objects of the school’s public relations including the inner pubic and outside public. The inner pubic include the teachers, department organizations, leaders, students and so on; outside public mainly include parents, communities, media, social public, agencies, enterprises and public institutions and so on. Both of them have great significance on the development of the school. This thesis mainly explains the public relation activities between Pingnan Primary School and its outside public. The main objects are: parents, communities, media and other social public. It explains their important effects in the survival and development of the school.Public relation activities of Pingnan Primary School: it introduces various kinds of public relation measures and activities of Pingnan Primary School when facing different public relation objects.In the end of the thesis, it summarizes the successful experiences of Pingnan Primary School’s public relation activities, points out the disadvantages and proposes some suggestions to future public relation activities.The author hopes that this research will be of some help to the theoretical development and practical research of China’s school public relation.