Work In The Era Of Online Media Outreach Mudanjiang City

Publicity is an effective measure for a nation and region to enhance the popularityand reputation, which is an important method to contantly widen and deepen theopening-up policy, to improve and optimize the environment for development, as wellas to promote the speed of economic and social development. In the traditional mediaenvironment, publicity has already made great achievement through colorful activitiesand working patterns.At present, the network media prevails around the world, so how to make use of theadvantages of media to seek benefits and avoid disadvantages is worth to discuss in thefield of public administration. This passage investigates the characteristics of networkmedia and the development situation of MuDanjiang’s publicity. From the point ofsetting up the good image of the city, it analyses the prominent problem ofMuDanjiang’s publicity during the period of network media by using the theories ofpublic relations, web relations and communication. Finally, this passage proposes somestrategies of publicity in MuDanjiang in such a net-media era, mainly from thefollowing aspects: strengthening monitoring and warning of the public opinions relatedto MuDanjiang, openning up new ways of government public relations, iImproving thecommunication between the government and the public channel, together with payingattention to the brand management and the image establishment.