Effects Of Media Management In Government Crisis Management

At present, China is in the "economic transformation, social transformation, cultural restructuring," the critical period,"social differentiation and integration, the order of anomie and reconstruction, system shock hazards and opportunities" as the basic social contradictions, conflicts of interest exacerbate various groups Meanwhile, the Internet and mobile phones as a platform to microblogging, forums, communities to extend the rapid development of new media, breaking the dominance of traditional media, public opinion, hot events become the main point of origin. However, our government’s crisis management has not yet adapted to the new media environment, the traditional "hide, cover, pressure," the media and public relations practice is still popular. In this paper, respectively, compared with the SARS crisis,"5·12" Wenchuan earthquake different level of credibility of the government, media and public relations in order to show the status of our government, looking for our government media relations Public Crisis Breakthrough paths.Author through reading relevant literature, by comparing the SARS crisis and the "5·12" Wenchuan earthquake case analysis, the following basic conclusions: First, since the founding of New China, the Chinese government’s media and public relations crisis management after a blank period, infancy, stagnation, the development period four stages, the government’s gradual relaxation of media controls. Second, the government and the media watch each other with the game, with the main sources, policies and regulations, three levels of the political environment influence the media, the media mainly from the upload issued coordinated social, ideological impact of three levels of government. Third, China’s media and public relations in addition to a government authority and mandatory subject, object complexity and passive resistance, the target public welfare and convenience of communication tools, but also need to face the two special cases:a natural attachment of the media and from the property, bewildered, emotional, decentralized public course. Fourth, China’s government crisis management has been enhanced level of media and public relations, but there is a sense of crisis, media relations consciousness, lack of specialized physical organization, the lack of professional skills shortage.Based on this, the author suggests, the party and the government to achieve good public crisis media management, we must further enhance the sense of opening up; using the media to achieve win-win goal pursuit; create a good, relaxed environment of public opinion; party and government departments in a timely manner emergencies information disclosure and efforts; expand emergency information publicly available sources, the effective integration of various media; formulate and improve relevant laws and regulations, conduct media management; perfect news release mechanism, strengthen the government’s ability to manage the crisis of public opinion; setting reasonable Government disposal crisis media management agency; strengthen the professional media management team building and training.