论全球化时代的公共关系与我国高校发展  

Public Relations and the Development of Higher Colleges and Universities in an Age of Globalization

作　　者：王娴[1] 张峰[1] 

机构地区：[1]乐山师范学院旅游与经济管理系,四川乐山614004

出　　处：《继续教育研究》2005年第6期108-110,共3页Continuing Education Research

摘　　要：市场经济体制的确立,《高等教育法》的实施,使得高校的发展由过去主要依靠政府,依靠计划,转向依靠自身、依靠社会。因此,公共关系直接制约高校的发展。高校公共关系的对象分为内部公众和外部公众,二者相辅相成,对高校发展都至关重要。科学地运用高校内部公共关系的运作机制和高校外部公共关系的运作方式,将是进入21世纪高校的竞争所在、发展所在。The establishment of a market-economy system and the implementation of the ＂Higher Education Laws ＂ have forced higher colleges and universities to switch their developing model -- from the traditional government-supported and government-planned one to a self-reliant and society-supported one. Therefore, public relations will directly determine their development. The objects of public relations for higher colleges and universities are divided into internal public and external public. They supplement and complement each other and play an essential role in the development of higher colleges and universities, whose competitiveness and prosperity in the 21st. century will lie in the scientific and rational application of the operational mechanism of their internal public relations and the operational patterns of their external ones.

关 键 词：高校公共关系 对象公众 办学活力 

分 类 号：G649.21[文化科学—高等教育学]