试论大学校长的公共关系角色

大学校长是决定大学发展成败的核心与关键，必然也在高校公共关系管理实践中扮演着至关重要的角色。他是高校公共关系发展方向的引领者，其办学理念决定着高校公共关系的走向，其公共关系意识决定着高校的全员公关意识；他又是高校公共关系美好蓝图的设计者，他领导制定高校公共关系的战略目标，确定开展高校公共关系的资源投入，并协调高校公共关系相关部门的关系；他还是高校公共关系实践活动的践行者——塑造高校形象、协调公众关系、筹措高校办学资源。

On the Role of a University President in Public Relations

University presidents are the crucial element in the development of their schools,and naturally play a very important role in their public relations administration.It is they who direct the schools' public relations.Their ideas of running schools decide the orientation of the public relations,and their consciousness of public relations that of the whole staff.They are also the designers of the beautiful blueprints of their universities' public relations,who set the strategic objective and help to carry it out by making sufficient investment and coordinating the relationship among public relations-related departments.They are the practitioners of university public relations.That is,they build the image of their schools,coordinate public relations,and raise school-running funds.