Strategy Optimization On Government Communication Of Cyber Public Incidents

Along with the rapid economic growth, social relations become increasingly complex. All kinds of accumulated social problems have surfaced, and the public events have increased year by year. Especially, with the advent of the Internet era, social media such as WeChat, Micro-blog, have developed rapidly, and the frequency of occurrence of network public events is increasing. In the face of this situation, there is an urgent requirement of the Chinese government’s timely processing and facing all kinds of special types of public crisis events. If handled improperly, it will damage the image of the government, and affect social stability.The network public events and government propagation both have its own characteristics. The network public events have the characteristics of sudden, unpredictable and polarization. Government propagation has the characteristics of organization, authority, the public response, etc. The rapid development of the Internet has brought both opportunities and challenges of government propagation. In the network public events, the government’s propagation ideas have been updated, propagation mechanism has been improved, the propagation media continued to increase, and the propagation efficiency continuously improved. But there are also some problems like lack of understanding, outdated concept, lack of mechanism, lack of response, lack of experienced talents, and lack of solutions and dislocation of methods.Therefore, the government should optimize the propagation of ideas, from the government-centered to the people-centered, from the rigid control to flexible guide, from the information-spread to value-spread, from one-way communication to mutual-communication. The government should improve the propagation mechanism, establish collaborative response mechanism, improve the mechanism of early warning detection, innovate the news release mechanism, implement the assessment and accountability mechanism, strengthen the education and training mechanism; the government should improve the propagation strategy, combining the self-centered way with the third party, combining the timely publish with accurate release, combining the positive information with the negative information, combining fully-covered with accurate information, combining facts with emotions, combining online propagation with offline action, so that the government’s ability to handle network public events can be improved.