基于公共关系视角的高职招生工作研究

目前多数高职院校招不满学生，遭遇招生困境，招生问题已成为影响多数高职发展最大的问题之一。招生工作的本质是学校形象的建设与管理，通过学校形象的建设与管理可以使学校的能力和水平得到进一步提高，取得实质意义上的竞争优势。基于公共关系理论，对招生工作中的公共关系的三要素即主体、公众、媒介进行分析，提出了以公共关系视角统筹高职招生工作的建议。

Research of Higher Vocational Enrollment Based on Public Relations Perspective

At present most higher vocational colleges are in enrollment plight, and it has become one of problems that influence the development of higher vocational colleges. The nature of enrollment is the construction and managem ent of the school image, through the construction and management of the school image it can further improve the ability and level of the school, and achieve substantial competitive advantage. Based on the theory of public relations, it analyses three elements of public relations in enrollment work： the main body, the public, and the media, and puts forw ard suggestions for overall enrollment from the perspective of public relations.