New Media Age Leaders Media Response Competence

New media has penetrated into every corner of human life. The way of human existence has been changed by the new media’s development. News events become more dynamic because of frequent changing of information, and the direction of public opinion is difficult to be controled. Government leading cadres,as implementers of administrative behavior,could lead the public opinion and affect the social management through their language and behaviors. It is an important component of the comprehensive competence of leading cadres that the ability to deal with the new media at the present stage.This study based on the third level of media literacy. This article has three point of view as follows:First, the leading cadres at the grass-roots level didn’t have enough attention to the new media.And they didn’t have enough knowledge of basic media literacy as well.Second, In front of the media’s verbal ability is insufficient, and lack of basic political consciousness.Third, the ability of public image management is insufficient. It is necessary to make the work institutionalized and systematized to improve the leading cadres’capacity of media currently. The simple training activity can not work.The training mechanism of leading cadre ability to cope with the media should be combined with characteristics of era because that new media has different characteristics with traditional media. Complete the steps as follows:First of all should start from the aspects of thought, to improve the knowledge of the leading cadre to the media, respect and attention, to simulate the media into the training content, the leading cadre to media experience, let the leading cadre have the ability to use media power to promote the work of the government, give full play to the "positive energy" of the media. Second, strengthen the leading cadre media political consciousness and media literacy, specific should start by "media", continuously enhance their news literacy (network), and "understand media", strengthening the cooperation of the government and the media.Thirdly, the ability to cultivate the leading cadre public image management, including the perceptual image management behavior, the media language ability, emotional control ability and so on.The ascension of the ability of leading cadres to deal with the media will inevitably promote the government’s public image, and the benign interaction with the media, the better to let the power of the media is the mouthpiece of the party and government, the ruling for the people of the booster, visible in the field of research is bound to be more deeply.