高校危机持续期和恢复期的传播策略——以广西几所高校为例

以高校危机可划分为潜伏酝酿、发展爆发、持续存在、减弱消退四个阶段为理论起点,指出其中的持续期和恢复期两阶段的传播应对策略容易被管理者所忽略。继而从理论层面进行剖析,并结合广西几所高校应对危机的实例,提出高校管理者须在此两个阶段继续掌握传播主动权,整合各种传媒资源,持续提供全面详尽的信息;进行反思与评估,积极配合媒体,重塑高校的良好形象。

Communication Strategies in the Chronic Crisis and Crisis Resolution Period of College Crisis-- An Analysis Based on Several Examples in Guangxi

Based on the theory that college crisis can be divided into prodromal crisis period, acute crisis period, chronic crisis period and crisis resolution period, this paper first points out that the communication strategies in the chronic crisis and crisis resolution periods are often ignored by college management. It then analyzes the examples of communication strategies of colleges crisis in Guangxi, and further puts forward that in the two periods of chronic crisis and crisis resolution, the management of college should take the initiative to restore the image of the college by integrating a variety of media resources, providing comprehensive and detailed information, conducting reflection and evaluation and fully cooperating with the media.