Study On The Media Management In China's Government Crisis Public Relations

Continuously advancing of the information society and network society contributed to the occurrence of social change, meanwhile there comes an endless stream of conflicts. Social relations become increasingly complex. In short, the world has gradually entered the era of frequent occurrence of crisis. Therefore, Governments are faced with enormous challenges. How to successful response to the crisis has already been an important part of public managing affairs scope. In fact, the government's effectiveness on handling of public crisis has also become an indicator to measure whether the government management on public affairs is mature or not. It is noteworthy that social media is the main public access to get information about crisis, and the government shoulders the mission of information communication between government and the civil society. Meanwhile, as an important participant in crisis management, the social media plays a unique role, especially in the government crisis public relations. Therefore, to build good crisis public relations, the government media management is very important.Through reviewing home and abroad researches and results of this paper that social media in situations of crisis, we can find that the government plays an important role. Meanwhile we also find there are still many problems in our current research and practice in this area, Therefore, in order to better understand the operating rules of the government crisis public relations, public relations crisis this situation the government under the flow of information as the starting point, try to sort out the government, media, inter-relationship among citizens, and ultimately made a "Government-Media-Citizen " Interaction Model, a clear public relations crisis information dissemination process in the path, and further reveals the social media in the crisis response process of the importance and necessity, and after the study provide a theoretical basis. At the same time, how to combine public relations crisis, the truth is our government's top priority this study. In a clear social media in public relations in our country the importance of government crisis after the government crisis in order to better promote the public relations response to a higher level, this analysis of a typical case study of our government in response to the media, public relations crisis management situation, through the use of previous "Government-Media-Citizen" Interaction Model for analysis, show the crisis of our government's lack of social media management clearly, and further analysis of the government crisis in social media public relations as well as changes in root development path for the following social media specific measures to enhance the management efficiency of direction. Finally, by integrating social media in public relations in government crisis and China's current laws governing the operation of the specific facts in this paper that the government public relations crisis management efficiency to optimize improvement of the media depends on the awareness, institutional, material, personnel and technical aspects of these five implementation and deployment. Specific view, the paper argues that the crisis through a comprehensive public relations to enhance awareness, improve media processing related systems, materials needed to protect media management, media management to enhance and upgrade the quality of technical measures related to media management to start the five general direction, our government crisis Social media management efficiency will be largely improved, so as to promote comprehensive government crisis public relations aspects of the empowerment deal.Comprehensive view, the article focuses on the theory and practice, in-depth and objective understanding of China facts, on the basis of policy recommendations made by a highly targeted and operability, public relations crisis for the government in enhancing the media management effectiveness of a certain practical significance.