Study On The Crisis Management Of Chinese Universities In The Media Era

In the we-media era,the occurrence of any critical incident is different from that in the traditional media age.The information has been spread quickly and drawn wide attention since the constraint is breached by the we-media.As an important part of the social crisis,the control of the university crisis is not only the need for self-development,but also the social responsibility that the universities must undertake.With the behavior of that the college student pay close attention to the campus hot spots and social problems via we-media which has been increasingly become the basic environment of the breeding,passing and spreading of the emergencies,the circumstances of crisis management in university become more and more serious and difficulty.The tremendous power of the we-media can not only make the crisis which brought a terrible blow to the university,but also turn the crises into opportunities.Then how should universities improve their ability of crisis management and push forward crisis management reform with their great strength? This requires the managers of universities to change the concept of crisis management,keep up with the pace of the times and handle the crisis properly by using the media reasonably.Only improving the ability of crisis management can the managers promote the harmonious,healthy and steady development of university campus.Based on the deep understanding of the relevant concepts,such as the we-media,the university crisis and the university crisis management,and the theory of crisis management and communication,this paper analyzed the present situation of crisis management of universities in the we-media era by using the method of literature research,case analysis,interviews methods.Then the paper established the mechanism of crisis information tracking and early warning and the mechanism of information dissemination and communication by learning the 4R model of crisis management and the advanced crisis management experience.With the mechanism,the universities can deal with the crisis calmly and respond promptly after the crisis.Meanwhile,using the advantages of we-media,the universities make evaluation of the reputation recovery and the crisis so as to achieve the purpose of enhancing the level of crisis management in the we-media age.