Author(s)

Zuowei Zhao

Corresponding Author

Zuowei Zhao

Abstract

With the advent of globalization and the era of social media, the image of the university is becoming more and more important. The construction of university image has become a manifestation of the comprehensive strength of colleges and universities, and it is an influential factor for the sustainable development of colleges and universities. The rapid development of new media technologies has led to the rapid evolution of the media industry, and also brings opportunities and challenges to the image promotion of colleges and universities. The university's news propaganda work has the functions of public opinion guidance, information communication, and image building. It plays a vital role in shaping a good image and enriching campus cultural life. This paper combines the characteristics of the new media era to give strategies and ways to promote the image of colleges and universities.

Keywords

University image communication, strategy, new media era