University Crisis Communication In China's Media Strategy Study

It has been 30 years since we took the reform and opening-up policy in our country, and we gained distinguished successes in the higher education domain. At the same time, with the transforming and opening of economy, society and culture, we entered a comparative bursting period of unexpected critical incidents. In the popularization and globalization process of higher education, there exhibited a social characteristic of full of uncertainty and conflict. Transforming of society and higher education reforming are interacting with each other, crisis affairs such as food poisoning, abnormal death of students, strike in private college and financial crisis, and incidents in recruit and employment of students and incidents in personal management, occur from time to time. The trouble off the campus such as malignant, terroristic incidents and safety related unexpected affairs can not be forecasted in time. The media may worsen the influence the crisis affairs and cause the university to be the focus and break out the university's image at some extend. The crises also threaten the psychological health, physical health, and even life of both students and teachers; disturb the teaching and researching work. As a result, universities lose the balance of progress order and continuable development. In the counterpart, in universities, there still no scientific and effective system to deal with crisis affairs, the crisis management education, the capability to solve crises and related research left to be improved, the spread policy, techniques of communicating with media, interacting and cooperating channel and opportunities left to be reinforced. So, universities must enforce their consciousness of crisis spread in crisis control, build a good relationship with media, and actively make use of modern media measures to strengthen the communication with public. Farther more, universities should avoid the worsen of situation by effectively crisis spread, restore campus order as soon as possible, repair the stained university image, and reconstruct university authority.This thesis detailed analyzed the spreading policy that universities use in the four stages of crisis from the viewpoints of communication studies, journalism and public relations, and made the following conclusion: 1. Universities should build a crisis spread idea, strengthen crisis spread consciousness. 2. University is a comparative open system. When crisis occurs, universities should make timely information exchange and communication both on campus and off campus. 3. Effectively crisis spread means in the process of crisis management, universities should make immediate crisis information spread with different policies inside and outside, to get control of the public voice. 4. Effective crisis spread require"human oriented spread", universities should dynamically use communication policy, pay attention to inter-penetrate and inter-active of public spread and personal spread. 5. Universities should build a good communication and cooperation relationship with media, carry out public relation activities, and form a good circle of information spread.