Research On The Current Situation And Strategy Of Public Relations Management Of Kindergartens When The Trust Crisis Between Kindergartens And Parents Is In Crisis

In recent years,the crisis of trust between parents and kindergartens is a common problem of conflicts between parents and kindergartens.Kindergartens can conduct public relations management and adopt certain public relations strategies for internal and external publics in order to maintain good relations and obtain support and cooperation in order to resolve the crisis of trust between parents and kindergartens.This study investigated the current status of public relations management in kindergartens facing the crisis of trust between parents and kindergartens using questionnaire and interview methods.The 4*5 matrix dimensions were constructed using public categories(staff and parent public,government public,other public,and media public)and PR strategies(satisfy interests,effective communication,commitment and trust,collaborative cooperation,conversion and compromise)as the primary and secondary dimensions.A stratified random sampling method was used to distribute the questionnaire to kindergarten management leaders in East China,North China,and Northeast China.901 valid questionnaires were obtained,and the data were processed and analyzed using SPSS 20.0 and Amos 24.0.At the same time,21 kindergarten management leaders,and a number of kindergarten teachers and parents were interviewed using the interview method in order to gain insight into the current situation of kindergartens’ implementation of different publics and different strategies when facing the trust crisis between parents and kindergartens.The study also collected and selected 11 relevant cases,analyzed them in detail using the case study method,and explored the specific public relations management strategies adopted by kindergartens in the face of trust crises between parents and kindergartens,in order to compile and summarize effective experiences in resolving trust crises between parents and kindergartens,taking into account the content of the interviews.The results of the study showed that:1.Kindergartens’ public relations management status in the face of trust crises between parents and kindergartens is generally good,with the government public scoring the highest,the staff-parent public and other publics scoring the second highest,and the media public scoring the lowest.2.There are differences in the different strategies adopted by kindergartens for different publics:(1)for the staff and parents public,effective communication and conversion and compromise scored the highest;(2)for the government public,conversion and compromise scored the highest and collaboration and cooperation scored the lowest;(3)for other publics,no satisfying interests strategy was used and other strategies scores were balanced;(4)For the media public,no conversion and compromise strategy was used and satisfying interests scores were low.3.The level of public relations management of kindergartens in the face of trust crisis between parents and kindergartens differed across demographic variables:(1)There are significant differences in gender for staff and parent public and media public,male managers have higher management level,and their management level for staff and parent public and media public has significant advantages;(2)There are significant differences in position for staff and parent public and government public,the overall management level of grade level leaders is lower,and the management level of garden managers for media public needs to be improved;(3)There is a significant difference in the working hours of the media public,and the working hours do not affect the overall management level of the public;(4)there are significant differences in recruitment categories for staff and parent public,management level is related to the degree of commitment,and the management level of investors and temporary substitutes is polarized;(5)there are differences in the time of operation for media public,and kindergartens with 5 years or less pay more attention to public relations management and have higher management level.4.The public relations management strategies of kindergartens in the face of the crisis of trust between parents and kindergartens are mainly:(1)difficulty in grasping common interests and insufficient attention to the needs of the staff;(2)for the majority of the public,communication is good,but the connection with the rest of the public is not strong;(3)promises given are mainly in verbal form,and teachers lack the guarantee of agreements given by the kindergarten;(4)cooperation with the government is in a single form,and kindergartens receive less resources and support;(5)compromise strategies are ineffective and the public relations skills of kindergarten managers need further improvement.Based on the above results,this study proposes recommendations in two areas: "close contact with the public: obtaining support and cooperation from multiple parties" and "effective strategies: improving the management tools of public relations".