Communication Characteristics And Strategies Of Government Microblogging In Emergencies

With the continuous development of the network, our country entered the web2.0era. Filled with all kinds of information, network environment not only brings great convenience to users, but also makes more challenging to the control of public opinion in unexpected events. In2011, China ushered in the first year of governmental microblog. Local government agencies and officials both tried to use the "net", especially for microblog. Different from the previous government communicating that relies on newspapers, radio, television and websites. Now the governments begin to use microblogs, the emerging social networking media, to communicate to the public. Microblogs is short, flat, fast. These characteristics accelerate the speed of governmental information dissemination, while greatly improving the ease of information transferring. At the same time, the characteristics meet the majority of Internet users accustomed to receiving information, making government information network activities become rich, active again.However, the microblog is still a new thing for government departments and officials. How to effectively use microblogging platform for communication between the public and create new channels to ensure timely feedback of information to convey people and government information, and create a public opinion in favor of a strong field of social democratic and harmonious, become a difficult problem that need relevant government agencies to think about. Especially in a variety of unexpected events, the people are emotional instability and the real information toils blocked. Not only that, rumors breed and other issues set up many obstacles to the Chief microblog messaging. How government microblogs play the role of opinion leaders in such an event? On the one hand, they have to grasp the overall situation of issuing authoritative information; On the other hand, they have to appease the concerns of the people emotional responses of Internet users. All in all, the governments need further research and exploration for using the microblog as a tool to response emergencies.Because government microblog play an important role in the event of a sudden, this article takes "Ping An Beijing", the official microblog of Beijing City Public Security Bureau as an example to explore it operation in "Beijing7·21Rainstorm". Meanwhile, this paper uses Lasswell "5W" theory as the main basis. Analyse the five elements of the communication process’s specific content and performance in the current new media environment. This paper is divided into five parts:the first part explains the background and significance of the topic, and Lasswell’s "5W" theory of literature summary overview. In the second part of the article, I mainly wrote the content about "the government spread" and "government microblog", then summarized the two concepts of the sort, their development process, meanings and relationships. The third part of the article talked about the government microblog operating situation, the significance and difficulty in unexpected events. In the fourth part, from the five elements of angle, the article summarized the communicating characteristics of "Ping An Beijing" in unexpected events. Finally, in the fifth part of the article, according to the "Ping An Beijing", the government microblog communication strategies are summarized in detail. At the same time, the article points out standardized management mechanism, frank attitude and efficient response, multimedia forms of communication, online and offline cooperation with the preparations and contingency plans is to achieve good government microblog dissemination of results in the meaning.In recent years, the rapid development of government microblog, offers a lot of affections on the dissemination activities of the Government. However, the development of government microblog is not easy, its operation still have various shortcomings and omissions. As an important part of government propaganda, the government should continue to improve its own microblog institution-building mechanisms to further expand the credibility and influence, pay attention to Chief microblog emergencies normal management and emergency response mechanism, in order to provide the people information services better, make more effort to achieve the exchange of information between government and citizens.