Study Of Leader Cadres’ Media Quotient In The New Era

As the report of China Internet network information center(CNNIC) released that as of June 30, 2014, on average, one out of every 2 to 3 people are Internet users, every 6 to 7 people is the social networking site users, every 3 to 4 people have a blog or personal space, approximately 275 million Twitter users, usage of 43.6%. Social networking sites, blog, space, micro blogging is the performance of diverse media forms, their booming means the arrival of new media age.With the participation of the new medium, messaging more instant, interaction easier, participation in society more active and effective. However, the negative impact of leadership restricting effectiveness, and weaken the government’s social management innovation. In the new media era, it’s important for the lead cadres to improve the effectiveness to adapt to the media environment, and the ability to use the media tools which named the Media Quotient. Media Quotient is the core of the ability of media literacy, which is the sum of media IQ and EQ media, for leading cadres, the specific performance of the media thinking, flexible discourse expression, learn to communicate with the users, the ability to respond to the demands of other aspects of the masses.In this study, by the analysis of government crisis public relations event from 2008 to 2013 found that the ability of leading cadres’ media event with the government response to the crisis was a positive correlation. In the type of behavior questioned event, the high Media Quotient leading cadres sincere, better communication can turn crisis into increased charisma; in interest demands type event, the high media’s leading cadres capable of, although not immediately respond to public interest demands, but the information open, interactive and effective, humane approach to promote the image of clear, resolve conflicts, and establish credibility. Lower Media Quotient leader cadres helpless when faced with a crisis, lost opportunity, it is difficult to extricate themselves caught in the vortex of public opinion, the government is eroding credibility. Federal contingency theory said that the leadership effectiveness depends on its adaptability to their environment.Therefore, it’s need for leaders to enhance the effectiveness of media Quotient, training as an administrative leader with media thinking, respect for propagation, improved media image, improve behavior performance as a public interactive participant.