Crisis Spread, Spokesman For The Government And The Public Opinion To Guide Research

At present, our country is in the process of social transformation, because theoriginal class distribution structure and benefit pattern is broken for restructuring,social employment, labor and social security, public education and health, environmentand food safety, democracy and legal system construction and so on relates immediateinterests of the public crisis broke out frequently in new media environment, inaddition to the challenge of crisis communication, make public opinion environmentbecome more complex and diverse. Depending on the frequency and quantity ofemergency in China in recent years, there is reason to believe that our country hasentered the era of risk society. Emergency occurs, the government public sectorproperly guide public opinion is particularly important, effective public opinion guidewill not only influence the process of this development, but also can ease the publicopinion and social crisis, avoid the negative chain reaction of the crisis, rebuildgovernment credibility and public image. Therefore, how can a government spokesmanmake the guidance public opinion effective in the new media environment has becomethe important topic gradually.In this paper, by adopting the combination of case analysis and theoreticalelaboration way, from the concrete practice of Chinese government in emergencypublic opinion guide, extract the experience and principles of universal significanceand a public opinion guide policy is put forward under the new environment of publicopinion.The specific content includes four parts:The first part describes the background of crisis communication in the new mediaenvironment, the second part introduced government principle which should insist inthe public crisis event, the third part focuses on the analyses the relation between thegovernment and the media, the proposal to build a benign interactive relation betweenthe government and the mass media relations in the crisis communication, the fourthpart put forward how to optimize and perfect the existing public opinion guidemechanism of the government spokesman system.