Research On The Construction Of Public Relations In Customs Under The New Media Environment

Customs public relationship system is an important part of modern customs system. Customs public relationship system mainly utilizes each kind of media and communication method to establish a longstanding relationship with the public which has the factors of mutual understanding, trust and harmony, to obtain the public’s appreciation and support of the customs’work, and in turn to improve the work efficiency and social benefits. With the rapid development of information technology, new media emerged and gradually held the front of mass media as well as changed the traditional media communication model. However, under such background, the customs failed to fully take advantage of the opportunity in the area of public relationship occurred as a result of the emergence of new media, failed to completely overcome its own obstacles and difficulties, and even failed to fully utilize new media to carry out public relationship activities, which caused that the customs public relationship is hard to achieve good practical results in the new media circumstance. Therefore, it is urgent and necessary to research and discuss how to improve the customs public relationship capability in the new media circumstance.This article studied other relevant scholars’research results in the area of government public relationship and new media, and analyzed the characteristics of new media as well as the speciality of customs public relationship activities. It further unscrambled the character positioning of customs public relationship, and based on the comprehensive analysis of the current customs public relationship activities, it proposed several suggestions on the methods to improve the customs public relationship capability to resolve the existing main issues. This topic has reference value for Chinese customs public relationship practice and is also significant in practice to guide the development of customs public relationship work.