Author(s)

Wenjie Li, Shize Zhang

Corresponding Author

Wenjie Li

Abstract

The rise and development of emerging media represented by Weibo and WeChat has provided a network public opinion venue for the occurrence and development of college emergencies. The spread of new media information public opinion has played a role in fueling college emergencies. Faced with the rapid proliferation of new media information, the complexity of online public opinion, effective handling of unexpected events, and avoiding the expansion of events affecting the image of colleges and universities and the normal order of teaching are particularly important. This paper starts from the attitude of colleges and universities in dealing with the handling of sudden incidents, discusses how to deal with the public relations strategy of sudden events in the new media environment, and makes useful suggestions to avoid the deterioration of sudden events in colleges and universities.

Keywords

New media, Media environment, College crisis, Public relations strategy