Discussion Of The Different Stages Of Crisis Communication Strategy

China is modernizing speedily now and the traditional social order, stratum dividing, interests intervals and moral conceptions have changed profoundly. As a result, kinds of new social conflicts arise continuously, which the existent managing system and exchanging modes can't deal with. In this background, as a spontaneous expressing way, group incidents have come forth, which affect the society deeply and can't be ignored.Nowadays, administrative bodies are facing a very important problem in social managing:admitting the long-term existence of group incidents and handling them effectively. However, along with the improvement of public democratic consciousness, legal consciousness and rights awareness, traditional administrative coercion is less effective against the more transparent public opinions, and in some cases, it would intensify conflicts. More importantly, oversimplified administrative coercions could work well in short time but may accumulate latent social conflicts and even counteract the efforts for social stability and harmony.In view of above situations, more humanistic and flexible means for crisis communication are used in handling group incidents. In practice, means of crisis communication have got satisfied effects and even changed the predicament caused by early improper treatments.However, group incident is a dynamic process. In different stages, it has various characters which provide different circumstances for crisis communication. In order to get anticipated effect, crisis communication need adjust strategies aiming at these characters.The focus of this article is adjusting crisis-communication strategy targeting on characters of group incidents in different phases. With the study on phases division and other relevant factors, crisis communication must work better.