Organizational Communication Concept Of University News Communication Activity Research

In the era of economic globalization, gaining social recognition and reputation is vital for any organization that pursues growth or even survival. With the popularization of higher education, institutions of higher learning gradually exited from the ivory tower and their relations with society become more and more close. Meanwhile, competitions in student recruitment, academic research and acquiring social resources are increasingly fierce among colleges. Therefore, colleges are actively carrying on various communication affairs through both public and school media, which focus on enhancing social recognition and reputation. The aim of this is to build up good public image, promote harmonious development, acquire more social resources and boost social influence.At present, universities in China all have a relatively comprehensive system covering both public and interior communication, which is lead by party committee propaganda department and school news center. As communicator organizations, universities carry out public communication activities together with social media, aiming to build good public images. The vigorously developing campus media also play an important role. Various communication activities in campus can help expand a university's social influence, deepen its educational reform, nurture talents, as well as strengthen the construction of spiritual civilization and campus culture. In the mean time, universities are trying to establish their own crisis public relations emergency mechanism, so that in cases of crisis they could make active response to avoid damages to their image.Institutions of higher learning have much experience in internal and public communication. They have also done a lot of research on this respect. However, universities as communication organizers still have neither achieved ideal communication effects nor realized the entire function of the propaganda work. The reasons include the increasingly complicated social media environment, the diversification of value orientation as well as various factors in and outside of campus. With the arrival of the age of Internet and the impact of the new media, institutions of higher learning are more or less facing development bottleneck and difficulties in news spread activities. They may be unable to achieve ideal effect in ordinary communication activities. Worse still, in case of crisis, the improper handling of crisis may cause significant damage to the image of the university.This article discusses the development of communication activities carried out by universities in China in brand construction and reputation building from the aspect of organizational communication. It mainly covers the following four topics:college journalism organization operation mode; how colleges cooperate with social media on public communication; campus media construction; crisis handling. The article focuses on analyzing the relevant experience acquired by universities and the problems they face. It analyses the reasons for the inefficiency of communication activities from the angle of journalism and communication. It also discusses how universities could use communication to build up reputation in the new media environment from the aspects of organization structure and content construction.