Mobile Media-Based Government-Public Relations Building Research

With the move of the rapid development of communication technology, mobile phone networks, following the media become the fifth media after the media. It appears to affect the Government under the traditional media - public relations, at the same time the Government means to control the use of the past, mobile phone media regulation have encountered difficulties, based on the mobile media a new government - Public relations is taking shape.Times in the traditional media, the Government through technical shielding, legal restrictions, censorship and other means of media control, the Government - the performance of public relations as a tube to control the relationship with the model. The public in such a mode of passive dissemination of information to receive the Government, there is no interaction with the government formation, which also show the Government - the imbalance of public relations. With the emergence of mobile media, the Government - the four dimensions of public relations be affected, the traditional control model can not adapt to the needs of the development of the times. Government and the public in the dissemination of the role of the two ends are quietly changing, the government - Public relations are also seeking a new balance. Under such circumstances, public relations in the regulation of the cell phone has become a new means of media, it is a hardware control from the soft-control means, to the regulation of the cell phone out of the reality of the plight of the media.In this paper, through the government - the definition of the concept of public relations, use of government - the quality of public relations measurement, the traditional media and mobile media in both periods the government - public relations for the four-dimensional comparative analysis of media by phone after the public incident cases (including the Wenchuan earthquake, SARS incident, the incident Guangyuan orange maggot, Xiamen PX storm, Beijing pork disease events, Hainan bananas poisoning incidents reported to the two mobile phones) of resolution and come up with the Government - the direction of public relations, at the same time from the the point of view of the spread of the elements of mobile media in the Government - the public analysis of the effects of the spread, and then identify problems and propose the regulation of new ideas for mobile media and mobile media-based government - the building of public relations strategy.