Study On The Development Of Public Relations-on Line Of Government In China

Along with the establishment of our country’s market economy system, the administrative environment had changed a great, so the government functions must change meanwhile. It is necessary to carry out the government public relation work while the government shifts the role from the direct participant in economic activities into the organizers, guide, coordinator in social and economic activities. At the same time China’s Internet’s rapid development makes itself to be the center of thought and culture informations and amplifier of social public opinions. Gathering public opinions and sentiment through the internet is important for government’s public relations work. Developing government PR-online is required according to the need of building our socialism with Chinese characteristics, realization of the people’s right to know and participate, government’s scientific decision, transformation of government functions, and the country’s opening up. At present, government PR-online has draw extensive attention, such as the flourishing of microblogging-government. On December12,2011, People’s Daily Net public opinion monitoring team issued the first annual report of microblogging-government affairs. As a new area of government affairs, there are also some problems. First of all, the government PR in our country started late; Second, the operation of the government PR is far off its essence; And, informatization is challenging the government PR and its safety; Fourth, the government staff ignore PR,or hold the wrong understanding; Fifth, the government PR is easy fall in a dilemma. Good public relations work reflects the government’s political guide art of public opinion. On the basis of authority, seriousness and public trust, government will get close with people, attain the goal of transmitting public value and image-building of government. So I think the government should pay more attention to training government staff’s consciousness of PR, researching of theory; attach importance to the complex target audience; build a two-way communication type of PR by gathering public opinions and regular public affair disclosure; promote professionalizing and normalization of government PR-online; take technology as backing, guarantee safety of public information; network group event should be handled instead of escaped; combine the PR-online and other traditional PR’s ways of communication. Removing the government’s bureaucracy and mystery colour, it needs government public relations work, transparent government, and value transformation from the "government’s standard" to "citizen’s standard". This paper hope to promote the development of government PR based on new media technology.