The Crisis Management Of New Media And Government In The Benign Interaction

From SARS, avian flu to the ice disaster, Wenchuan earthquake and Yushu earthquake and so on ,it is easy to say that we have entered an era of frequent crises as many major emergencies have been broken out . Crisis management has become a very important government work. Crisis management requires the active participation and cooperation of the media. Nowadays, new media develops rapidly with its advanced technical means and modern transmission mode.Also,its influence is rapidly expanding.New media is also playing an increasingly important role in the course of our government's crisis managementThis paper based on describing the status of domestic and international crisis management, researching media and political relations, analysing the interactive barriers in crisis management between our media and government and the positive interaction in crisis management between our new media and government, explores the means that the new media how to play a more important role in crisis management.Crisis management refers that the government or its subordinate departments and organizations take a series of organized, planned, sustained dynamic public relations behavior and control steps to the potential or current public crisis, in order to prevent, and treat the public crisis effectively and timely ,as well as eliminate its adverse effects. At the same time,it is also for the purpose of communications, coordination relations and establishing the image government.New media as a powerful and new tools, plays an important role in the Government'public relations crisis.These effects mainly shows in the following aspects: Firstly, the new media set up a new platform of information disclosure for the Government in crisis management. Secondly, the new media create a good image for the Government in crisis management. Thirdly, the new media improve the founction of the public opinion in crisis management. Fourthly, the new media can achieve positive cooperation with the Government in crisis management .At the end, The new media can easily create a platform for the interaction between government and the public in crisis management .