| The rapid development of information technology has promoted the evolution of human society from an industrial society to a digital information society.The arrival of the information society has not only greatly improved the social productivity,changed people's mode of production,but also profoundly changed people's ideas and social way of life,affecting the relationship between people and even between the government and the public.However,information technology is a "double-edged sword".On the one hand,it plays a positive role in promoting the development of economy,politics,culture and society,on the other hand,it induces a series of new problems and new situations.the traditional government management concept,governance structure and policy behavior have been greatly impacted,which makes the work of the government faced a new environment.In the face of such a situation,the government network public relations came into being and developed continuously.The so-called government network public relations is that in order to better realize its management and service functions,the government introduces the way of network communication into government public relations activities,collects and disseminates information by using the Internet information platform,and carries out two-way interactive communication with the public,so as to win the trust,support and cooperation of the public,so as to achieve the goal of government public relations,shape and maintain a good image of the government.Government network public relations involves not only information technology,but also a new mode of government governance by means of network media,whose essence is the two-way interaction and communication between the government and the public with the help of network media.to establish an ideal state of public relations of mutual benefit and mutual trust.China's government network public relations began with the Government Online Project launched in 1999.The construction of the "Three Webs and One Base" project began after 2000,that is,vigorously promote the construction and improvement of government office network,business resource network,government public information network and information resource database,and promote the sharing of government information resources.It has realized the network and collaborative office,improved the work quality and work efficiency,and the government network public relations has been able to develop rapidly.Since 2011,government organs and departments at all levels have set up Government Weibo as an important platform to obtain social conditions and public opinion,open government information,promote online politics,and shape the image of the government.In recent years,the mobile clients represented by the E-government software has grown up rapidly and become an indispensable information communication medium.Its huge media advantages and information communication effects make the government network public relations show a new form and new vitality.Our government network public relations is now moving towards a good situation of taking the public as the center and the integration and development of public relations media.However,The government network public relations is facing the broad and complex social public,the affairs involved cover all aspects of social life,the network technology has changed the way of information dissemination,network rumors,public opinion pressure,information security and other issues put forward severe challenges to the it.Therefore,how to make use of the advantages of the emerging network media,use effective public relations means,formulate and implement the government network public relations strategy suitable for China's national conditions,so as to give full play to its functions,has become an issue that the government must focus on.Taking the function as the main line to analyze the achievements and existing problems can comprehensively and clearly understand the actual situation of our government network public relations and help us to explore and improve the effective strategies.Government network public relations has four basic functions: government image shaping,public crisis management,public policy dissemination and information resource management.The primary function is to shape the government image,which can help the government to establish a good government image such as communication,interaction and innovation with the help of the advantages of diversified network public relations media.However,in the face of the complex network environment,it is necessary to constantly improve the ability and quality of the government,strengthen the correct guidance to the public,and strengthen the management and application of the network media.so that the government image-building function can be brought into better play.Thirdly,government network public relations redefines the communication mode of public policy,unblocks the communication channel of policy information between the government and the public,and is conducive to the optimization of policy communication and the realization of public policy objectives.The "closure" of public policy communication,the obstruction of feedback channels and the separation of public opinion field seriously hinder the realization of the effect of public policy communication.Therefore,it is necessary to innovate the concept,content and method of public policy communication by means of effective ways and means of government network public relations,so as to optimize the public policy communication.Finally,government network public relations has a significant positive effect on the improvement of government information services,so that the value of government information services can be fully realized and the efficiency of government information services can be greatly improved.However,there are still some problems such as insufficient government online information service,low public participation in information service,unbalanced government information service and lack of in-depth communication between the government and the public.Therefore,giving full play to the role of the government network public relations subject,promoting information service ability of government and service level through the integration of government information resources,enhancing the capacity of public participation,upgrading the information service platform,improving the government information service system and innovating the government information service model,to allow the public to enjoy as much as possible to the quality of government information service.Our country has stepped into a New Era and made clear the development goal of realizing the modernization of national governance.Our government network public relations must also keep pace with the times in order to realize the transformation from traditional mode to modern mode."two-way,active and guidance" is the future development direction.It not only emphasizes the interactivity of information communication between the subject and object of government network public relations,but also can clarify the initiative of public relations attitude,and also reflects the guidance of public relations means,which is the ideal state of future government network public relations mode. |
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