Research On The Local Government Public Relations Under The Background Of The New Requirements Of National Governance

The Third Plenary Session of the Eighteenth National Congress of the CPC proposed the concept of the modernization of the national governance system and the national governance ability. This requires us to find reference significance, path and method which can fill the "short board" for us from the historical process of the world and the theories and experience relating to the national governance. And the government public relations are an important issue in the process of the modernization of the governance ability. The subjects of the government public relations are the central government and the local government. The local government is the real executor of the national policies. The public relations function of the local government has a far-reaching significance to promote the modernization of the national governance system and the national governance ability.This paper consists five parts, including introduction and text.The introduction part introduces the research reason and value from two aspects of theory and practice. And then it introduces the research status of the new requirements of national governance and the research status of the local government public relations. Finally it introduces the research methods and innovations.The first part discusses the new requirements of the modernization of the national governance system and the national governance ability. Especially in the face of the new requirements, the task of reform and innovation of local government should be pointed out.The second part expounds the theory of the government public relations and the application of the government public relations in the West and in China. Government public relations theories include the meaning, characteristics, five functions of the government public relations and the new requirements of the local government public relations under the new background. The special emphasis is placed on "public" which is one of the characteristics of the government public relations. This feature is the source of legitimacy of the government public relations.The third part summarizes the history of the local government public relations development in our country. The local government has formed three major highlights in public relations so far. They are the value communication, the crisis public relations and the network public relations. While Chinese local government public relations still has many problems, such as the lack of the awareness of the public relations, the phenomenon of favoring one more than another in the field of practical operation, the professional capacity lagging behind other enterprises and other organizations and so on. This situation was caused by a lot of reasons, including ideology, system and mechanism, theoretical research and case promotion and so on.The fourth part puts forward the countermeasures and suggestions to promote the local government public relations under the new background. Firstly, we should promote the public relations theories and typical cases. Secondly, we should regard the crisis public relations and network public relations as the starting point of the pilot. And thirdly, we should strengthen the innovation of institutional mechanisms. This paper points out that the innovation in mechanism and system is not only the breakthrough in the new requirements of the national governance system, but also a breakthrough in making the local government public relations to adapt to the new requirements of the national governance. So this paper proposes some principles and suggestions in the aspects of the innovation in mechanism and system.