In recent years, negative news in colleges and universities frequently occurs, involving academic fraud, unreasonable charges by faculty and staff, which has seriously damaged the image of the school. These negative news lead to the decrease of the trust of candidates and parents in colleges and universities, and the decrease of their willingness to apply. This paper will discuss the influence of negative news on the image and willingness of colleges and universities, and the measures that colleges and universities should take to improve the school spirit and discipline.

The image of colleges and universities is damaged

Frequent negative news reduces people's trust in colleges and universities, especially academic, educational and management issues, which seriously affects the brand value and reputation of colleges and universities.

Increased investment risk

Negative news affects the enrollment plan and quality of colleges and universities, thus increasing the investment risk of colleges and universities and weakening the confidence of candidates and parents.

Employment prospects are blocked.

Negative news affects the teaching quality of colleges and universities and the employment prospects of graduates, further reducing the willingness of candidates and parents to apply for the exam.

tighten up the management

Establish and improve the discipline inspection mechanism, improve the quality of school management, and prevent and reduce the occurrence of negative news.

Strengthen educational guidance

Cultivate students' moral cultivation and sense of responsibility, standardize the behavior of teachers and students, and improve the quality of school education.

Building characteristic culture

Create a personalized campus culture, enhance the attractiveness of the school, and attract more social resources to build a high-quality university.