公共关系是一门塑造组织形象的艺术,是内求团结、外求发展的管理哲学,对高校管理有着十分重要的作用。本文主要从高校开展公共关系的目标着手,分析高校管理工作中公共关系的作用,探讨高校应如何与社会公众各方面进行协调,塑造高校良好的信誉和形象。 Public relations is an art that shapes the image of an organization. It is a management philosophy that seeks unity and development from within. It plays a very important role in the management of colleges and universities. This paper starts from the goal of public relations in colleges and universities, analyzes the role of public relations in the management of colleges and universities, discusses how colleges and universities should coordinate with all aspects of the public, and shapes the good reputation and image of colleges and universities.