论公共关系视角下地方医学院校公关形象管理 摘要：为适应社会进步和高校自身发展的需要，高校形象管理正逐步得到重视。地方性医学院校作为一类特殊的地方院校，同一化趋势严重，加强高校形象管理显得尤其重要。高校公关形象是高校形象的重要组成部分，良好公关形象直接关系到高校在人才市场和社会公众中的知名度、美誉度，更关系到高校的生存和发展。本文分析了地方医学院校形象管理现状，基于公共关系传播沟通的视角，分别从加强舆论导向、拓展舆论、引导舆论三方面来加强高校公关形象的管理，目的在于在公众中树立、推广自身形象，争取社会公众的认可、信任、支持与合作。
关键词：公共关系 医学院校 公关形象 管理
Abstract: In order to adapt to the social progress and the development of universities to image management gradually get attention. Local medical colleges and universities as a kind of special place, the same trend, to strengthen the management of severe image appears especially important. Public image is university college is an important part of the image, good image directly related to public universities in talent market and the social public awareness and reputation, more related to the survival and development of colleges and universities. In this paper the local medical universities management status, based on the image of public relations dissemination communication from the Angle of consensus guidance, to strengthen and expand consensus, guiding opinion from three aspects: to strengthen the management of public image, and aims to establish and promote public image, and strive for the social public recognition and trust, cooperation and support.
Key words: Public Relations，Medical University，Public Relations Image， Management
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