Issue And Strategy Research Of Government Micro-Blog Communication In Public Crisis

With the increasingly wider spread of New Media, such as Micro-Blog, more and more local governments are opening gate with their official Micro-Blog to join the new community. On one hand, the Micro-Blog, an arena with the feature of freedom of speech, has weakened the authority’s speech power to a certain extent; on the other hand, Micro-Blog, with feature of great openness, has also provided government a platform to control the situations and timely release official voices. In the Public Crisis, the government issue the related information and publish the truth through official Micro-Blog, thereby being able to effectively lead the public to the right directions and assisting in building its public credibility to gain the understanding and support from the folks. The advent and development of Micro-Blog is offering the government a new method for crisis communication and solution. The government Micro-Blog, as a source of authority, has become an important tool for the government to deal with Information Publishing and Public Opinion Leading in Public Crisis.At present, the number of Chinese governmental Micro-Blog is constantly climbing up, and their practical applications are increasingly more various. However, there are issues showed up along with the process of practically dealing with Public Crisis, and these issues do not only negatively impede the functionalities of government Micro-Blog when addressing Public Crisis, but also lower the governmental credibility and even tarnish its public image as a whole. This research selects ten cases of Public Crisis in2012, and digs inside of the status quo and issues of the government Micro-Blog. The results indicate that government Micro-Blogs, in Public Crisis, tend to present discrepancies in terms of Functionality Recognition, Role Positioning, and Contents and Means. Then, drawing on the practical experiences, this study has fundamentally analyzed the basic problems of government Micro-Blog, such as communications patterns, features, functionalities, and roles, thereby strategically proposing suggestions for the three aspects mentioned above (Functionality Recognition, Role Positioning, and Contents and Means). This study is expected to provide ideas for future government Micro-Blog to handle Public Crisis in terms of Functionality Recognition, Role Positioning, and Contents Constructing.