The Government Crisis Communication Strategies And Effect Analysis

In today’s society, emergencies occur frequently, such as natural disasters, accidents disasters, public health,social security events and so on.These incidents often can cause serious social harm, at the same time, also in testing the government’s ability to respond to emergencies, because once the emergency is not handled properly, that will lead to the crisis. Therefore, how to dispose the emergencies scientifically and effectively, has become an important aspect to show the administrative ability of the government in our country, is also an important content of government’s work.Under the framework of situational crisis communication theory (SCCT), the article takes the BRT explosion in Xiamen for example, using content analysis as the main research methods, complementary with the text analysis, to explore the crisis situation, the crisis communication strategies and their communication effect of the government in Xiamen BRT explosion, in order to combine the experiences and lessons of the incident to put forward some suggestions about how to make crisis communication more effective and reshape organization image for the government under the new media environment.Innovation is that this study adds the cognitive perspective of the public or adds new media, uses two-way "media effectiveness" produced by traditional media and new media to examine the effect of the government crisis communication strategy, in order to further improve the measurement and discussion of communication effect.The research results show that the primary crisis communication strategy taken by the government is support strategy, next is rebuild strategy and diminish strategy, last is deny strategy. However, the communication effect is not very ideal. In addition, based on the experiences and lessons of Xiamen BRT explosion, this paper puts forward some suggestions about how to make crisis communication more effective and reshape organization image for the government under the new media environment: open information actively, master the "double dominance" of words and actions to prevent the crisis spread; according to the crisis situation, integration of old and new media resources,"two-way communication" in a timely manner; use reshape type strategy reasonably and information must be comprehensive, to establish the government credibility; in addition to the "active, timely, comprehensive" principles, the government should also adhere to the "consistent" principle which includes" consistent external statement" and "consistent strategies premise".