民办高校因其身份的特殊性,突发事件极易成为社会关注的焦点问题,处理得当将转危为安,甚至可借势树立声誉、塑造形象,若处理不当则将影响学校的生存和发展。高校危机公关的意义是借助新闻媒体为媒介,特别是通过微博、微信等新媒体途径,促进高校与社会公众间双向沟通,进而更好地解决突发事件,使其消极影响降至最低。本文从当下新媒体危机的传播特点出发,分析民办高校在新媒体时代危机处理中存在的问题,针对性地提出应对策略,从而为民办高校危机公关处理提供借鉴意义。 Due to the special nature of their identities, private colleges and universities can easily become the focus of attention in society. Proper handling will turn crises into danger and may even establish their reputation and shape their image. Improper handling will affect the survival and development of the school. The significance of crisis public relations in colleges and universities is to make use of the news media as a medium, especially through new media channels such as Weibo and WeChat to promote two-way communication between universities and the public, so as to better solve emergencies and minimize their negative impact. Based on the characteristics of the current new media crisis, this paper analyzes the problems existing in the crisis management of private colleges and universities in the new media era and puts forward countermeasures in a targeted manner so as to provide reference for handling crisis public relations in private universities.