近现代东吴大学外部公共关系实践及其特点研究

发布时间：2019-01-18 12:22

【摘要】：东吴大学是由美国监理会传教士创办于1900年的一所教会大学，近现代东吴大学是指1900年东吴大学创办至1949年新中国成立之前的东吴大学。以西式办学体制办学的东吴大学，在连绵不绝的中西文化的碰撞中不断思索着学校的发展方向。面对着中国特殊的国情以及社会对教会大学特有的态度，东吴大学不停的调整自身以适应不断变化着的中国社会。这种调整与适应的需求催生了东吴大学与外部公众开展公共关系的原因与实践。基于现实的考虑以及迫于对中国政府态度变化的被动接受，东吴大学通过借助政府官员的声望进行学校建设、鼓励学生参加官方组织的考试、邀请官员参与学校活动、按照中国政府规定进行学校改革等方式积极开展政府公共关系。为了争取教会在经费和改革方面的支持，，东吴大学积极参加教会组织的会议、邀请教会人士参与学校活动，以及利用多种渠道争取教会经费投入。为了促进与社区相互了解、突显办学特色，以及出于对自身办学目标的思考，东吴大学积极开展社区服务、邀请社会人士参与学校活动、向社会开放学校活动，同时积极开展社区危机公共关系、维护学校声誉。考虑到校友作为学校的宝贵资源，为了争取校友的支持和获取形象资源，东吴大学通过开展建立校友会、组织校友活动、制作同学录和向校友募捐等活动维护和校友的良好关系。为了增加知名度、节约办学成本、提高办学实力，东吴大学通过组织校际间活动和联合办学等方式积极开展与其他教会大学的合作与交流。对于东吴大学的外部公共关系实践作进一步的思考会发现以下特点：首先，东吴大学的外部公共关系工具具有多样性；其次，东吴大学坚持开展公共关系与提高办学质量的统一；再者，东吴大学公共关系实践具有“中国化”的特点；最后，校长在东吴大学外部公共关系中发挥了重要作用。
[Abstract]:Soochow University was founded by missionaries of American Supervisors in 1900. Soochow University in modern times refers to Soochow University which was founded in 1900 and before the founding of New China in 1949. Soochow University, which runs a school with a western school system, is constantly pondering the direction of its development in the continuous collision of Chinese and Western cultures. Facing the special situation of China and the special attitude of the society to the church university, Soochow University constantly adjusts itself to adapt to the changing Chinese society. The need for adjustment and adaptation gave birth to the reasons and practice of Soochow University developing public relations with the outside public. Based on realistic considerations and the passive acceptance of changes in the attitude of the Chinese government, Soochow University encourages students to take examinations organized by the government and invites officials to participate in school activities by building their schools with the help of the prestige of government officials. In accordance with the provisions of the Chinese government to carry out school reform and other ways to actively develop government public relations. In order to win the support of the church in funding and reform, Soochow University took an active part in the meetings organized by the church, invited church people to participate in the school activities, and used various channels to obtain funds for the church. In order to promote mutual understanding with the community, highlight the characteristics of running a school and reflect on its own goals, Soochow University has actively developed community services, inviting members of the community to participate in school activities and opening up school activities to the community. At the same time, actively carry out community crisis public relations, maintain the reputation of the school. Considering that alumni are valuable resources of the school and that in order to gain the support of alumni and obtain image resources, Soochow University organizes alumni activities through the establishment of alumni associations, Make student records and collect donations from alumni to maintain a good relationship with alumni. In order to increase the popularity, save the running cost and improve the strength of running a school, Soochow University actively develops the cooperation and exchange with other church universities by organizing intercollegiate activities and joint running schools. Further reflection on the external public relations practice of Soochow University will reveal the following characteristics: first, the external public relations tools of Soochow University are diverse; Secondly, Soochow University insists on the unity of developing public relations and improving the quality of running a school; moreover, the public relations practice of Soochow University has the characteristics of "Chinese"; finally, the president plays an important role in the external public relations of Soochow University.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G649.29

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