Countermeasures Of Crisis Public Relations Management In Universities From The Perspective Of New Media

China is in a critical period of social transformation,with frequent conflicts and contradictions,and China enters a risk society.The change of technology brings new features to the new era of new media and brings opportunities and challenges to the crisis management of university public relations.By analyzing the crisis management cases of four typical university network media crisis events in 2017-2018 and combining with the actual situation of Chinese universities in dealing with the crisis,it is found that there are various problems in the crisis public relations management of Chinese universities under the new media environment,mainly in four aspects: weak awareness of crisis public relations and lack of management concepts;The crisis management mechanism is not sound and the coping ability is mediocre.The crisis management law is imperfect and the media literacy is low.The above problems and difficulties have directly led to the failure of colleges and universities in crisis response in the new media era,which has brought about the negative effects of material losses and declining image and reputation of colleges and universities.For new problems in the management of crisis public relations media era,colleges and universities should be according to the era of crisis public relations management in colleges and universities under the new media environment characteristics and the characteristics of the spread of new media in crisis public relations management countermeasures for the change,follow the principle of the first,the principle of open and honest communication principle,from the following four aspects: first,change management ideas,set up the consciousness of crisis public relations management.Colleges and universities should change their attitude from "closed" to "open",and their management mode from "overlooking" to "horizontal".They should pay attention to the cultivation of crisis awareness of the whole staff to prevent crisis.Second,strengthen information supervision and innovate the means of guiding media public opinion.Colleges and universities should establish the crisis information supervision system of colleges and universities,insist on the combination of positive guidance and agenda setting,online guidance and offline practice,and effectively control the spread of the crisis.Thirdly,build systematic management mechanism and effectively build network communication platform.The whole process should be followed and managed,systematically dealt with,inter-organizational interaction,three-dimensional communication,team building,professional response,scientific and effective solution and crisis resolution.Fourth,carry out rational reflection and summary,and actively guide media literacy training.Colleges and universities should reflect rationally on the "gain" and "loss" of crisis management.Relevant departments of education should promote the legal construction of crisis management and public opinion supervision,actively carry out the media literacy of teachers and students education,and do a good job in post-crisis repair.