我国高校公共关系研究

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1、华东师范大学博士学位论文我国高校公共关系研究姓名：芦文慧申请学位级别：博士专业：高等教育学指导教师：唐玉光20070401华东师范大学博士学位论文“它山之石，可以攻玉”。虽然高校彼此间千差万别，但相互之间尚有可资借鉴之处。典型案例的分析，能够引发诸多的启示，既有助于充分认识开展高校公共关系的价值所在，也能够开阔视野，启迪智慧，还有助于检验高校公共关系策略的可行性和适切性。高校公共关系的有效开展既需要基础理论的支撑，需要对高校公共关系策略的适切选择，还需要组织内外其他诸多机制予以保障，其中战略、组织、制度和文化保障至关重要

2、。战略和组织保障能使高校公共关系目标明确，职责清晰，有的放矢，从组织内部层面确保效率的最大化，而制度和文化保障则能唤起社会各界对高校公共关系的关注和重视，从而各司其职，提高高校公共关系的有效性。关键词：高校；公众；公共关系Today’SChinesecollegesanduniversitiesarenotthe“ivorytowelisolatedfromtherealworld．Eveniftheyhavetheirownlawstokc印to，andneedtobesomewhatindependentofthec

3、omplicatedworldoutside，theycannotkeepuninfluencedbythetransformationofsocialenvironmentasasubsystemofthesocietyandanimportanttieinsocialnetwork．Thetransformationofsocialenvironmentmakescollegesanduniversitiesgreatlyshocked,andthelackofoutlay,thediscontentmentofth

4、epublic,therestraintofinstitution,andthesuspectofcustomerssoundthealarm弱well．andtheyhavetorespondtosuchacase．Carryingoutcollegeanduniversitypublicrelationsisjusttheembodimentoftheresponse．However,thepracticeofcollegeanduniversitypublicrelationsi招clfisnotsatisfact

5、ofy,andproblems．such硝thephenomenaofvulgarrelationship,thetendencyofutilitarianandthe“myopia"ofpublicrelationsbadlyrestrictitsdevelopment．Ifwefindsomespecificwaystosolvetheaboveproblems,itwillworkwell．However,itisimpossibleforUStomentionalltheexistingproblems，andt

6、oday’Ssolutionscannotbeadaptabletothenewproblemsthatwilloccurinfuture．Onlybydiscussingsuchproblemsinthemacroandwidefieldofview,thatis，thoroughandsystematicaltheoreticalresearch，canitbemoreeffective，becauseitwillnotonlyhelptounderstandtherootsofspecificproblemsand

7、thetacticstoreplytothem,butalsohelptounderstandcollegeanduniversitypublicrelations鹪awhole．andguidethepracticemoreeffectively．Thatisthevalueofthisresearch,anditmainlyfocusesontheexternalcoHegeanduniversitypublicrelationsTodosomeresearchOncoHegeanduniversitypublicr

8、elations．theprincipalthingist0graspwellandtrulytheessenceofit．Thesufficientcognitionandthoroughcomprehensionofitsessenceandlawscanhelptofullygraspresearchobjec