Research On The Measures About Public Crisis Management Of Government In New Media Environment

Since the1990s, with the rapid development and the widespread use of theinformation technology, the new media technologies such as Internet are profoundlychanging people’s attitudes and lifestyles, and also having very significant impacts onevery country’s politic, economy, culture, ideology, and many other areas. With newfeatures of interactive, sharing, openness and infinite, digital new media technologybreaks through the limitations of traditional media in the dissemination of information,quickly penetrates into all aspects of human society, and provides governmentdepartments new management tools, but also presents challenges to the traditionalmanagement models.Based on the elaboration and exploration of new media’s concept, classification,characteristics of the audience, as well as the definition and features of governmentcrisis PR and other related theories, this article analyzes the positive and negativeimpacts which the new media imposes on the traditional government crisis PR. Tomake the study more practical, this article uses latest crisis to support the theoreticalanalysis, and deeply explores the experience of foreign government crisis PR.According to these cases and experiences, the article concludes the problems existedin Chinese government crisis PR, and proposes the corresponding recommendations and strategies.The analysis of this article shows that, Chinese government should strengthen itsability of crisis management in use of new media. In terms of ideas, our governmentshould abandon empiricism and subjective judgments, establish a correct sense ofcrisis and basic principles of crisis communication; in terms of legal formulation, lawsand regulations in new media and crisis management should be made; in terms ofmechanisms construction, our government should establish crisis managementmechanism and information disclosure mechanism as soon as possible; in terms ofpersonnel training, professionals shall be equipped with to enhance the government’sabilities of using new media technologies; in terms of Participating subjects, thegovernment should attaches importance to non-governmental organizations, thepublic and the international forces in crisis management, increase the participation ofdiverse social subjects, and concentrate efforts to defuse the public crisis.