New Media Public Relations Research In The Background Of The Construction Of Public Trust Of The Government

Public trust of the government is a government's soft power, with incalculable tangible energy. It is a country's economic credit's "weatherglass", and in the central position of the whole social credit system. It directly reflects the quality of the credit environment, and influences the country's political, economic, cultural and social development, leads the construction of the social credit, and enhances the public's trust, sense of belonging and responsibility in the community. Therefore, increasing the public trust of the government play a very important role in solve the current problem of lack of social trust, establish and improve the social credit system.But, now, the public trust of the government has some deficiencies. First, the basic concept of the public trust of the government is confusion. Some Scholars believe that the public trust belongs to credit, some believe that the public trust belongs to trust, some believe that the public trust belongs to ability, and some believe that the public trust belongs to resources. Second is the lack of different disciplines to study the public trust of the government. Now, the research of enhance the administrative capacity focus on political science, public management, administration, law, sociology and other disciplines perspective, but neglected the research of public and the communication's process.In addition, today's society has entered the information age. Information technology and network applications not only for public relations operation of a new mode of communication, but also bring the development of public relations new opportunities and challenges. With modern government administration become more complicated and diverse, the technology of public relations become more advanced, the public relations agencies become more professional, and reconstruction of the public relations service's process, etc., mode and value orientation of government public relations'operation have taken place tremendous changes, and government are increasingly focusing on new media public relations is the trend of the times.Therefore, this thesis from the view of the government's public relations, with communications and political science theory, have a comprehensive analysis of the credibility of the connotation, and discuss the main content of the construction of the public trust of the government which under the background of the new media, and try to put forward the corresponding strategies.Firstly, on the basis of introducing the conception of government's public trust and new media, this thesis summarizes the status and function of government's public relations. Then we analyze the new media's characteristics of digital, bulky, easy-research and interactivity. Those characteristics lead to speeding up the information communication, increasing the information communication channels, and the information is more difficult to controlled and monopolized. Those also make the government focus on public relations.Secondly, this thesis suggests the main content of new media public relations of government, public information management, government's reputation management, the public opinion crisis of new media management and media campaigns management.Finally, this thesis brings forward the public relations strategy and means on the background of improving government's public trust. By making good use of the advantages of new media communication, such as government's website, online community, official blog, short messages,e-magazine and playing a good role on "Agenda setting" and "opinion leaders", the government could build public relations ecology of organize-public-circumstance and well interaction among it, then improve public trust of the government.