The University Media Relations Present Situation And Management Strategy

In recent years,in the internationalization of higher education to achieve leapfrog development and accelerating the background,various universities are no longer blindly pursue the expansion of"quantity",emphasized the quality and effectiveness of the education growth,the competition among colleges and universities at home and abroad,especially the brand image and cultural soft power competition is increasingly fierce.With the development and progress of the modern media and the rapid rise of new media,the mass media to the participation degree of the social development is becoming more and more widespread,the role of image creation and spreading in colleges and universities is increasingly important.Many colleges and universities gradually realized through mass media shape and strengthen their own unique brand image,in the ascension school reputation,increase the social public identity,enhance the overall competitiveness of the important role of,began to actively explore the implementation of the corresponding media management strategy.Media relations in Inner Mongolia university as the research object,content analysis as the main research methods,analysis of the university media relations present situation as well as the problems and countermeasures.Through the analysis found that colleges and universities for the understanding of the basic connotation of media relations and media relations management still exist many shortcomings,according to different media platform,the paper puts forward the concrete operation Suggestions,should be enhanced in terms of traditional media and new media,new media should pay attention to the writing of the content and the frequency of information release.Universities should also through systematic design some activities to attract media coverage.