Yongsheng Jiangyou Crisis PR Case Study 6.30 Rumor Events

At present, in our country, under the action of the triple factors, which the environment, the society and the technology,rumor has gradually become the "abnormal" expression of the public opinion in the current Chinese society,Especially in some major events, that rumours involved. Nnder the impetus of the Internet rumors, make matters worse, bring the bad social influence. for instance 7.5 events in xinjiang, the sichuan citrus bred worms, and weng ’an event, shishou events, 3.11 "rob salt event" of the Japanese earthquake, etc.,plenty of Internet rumors not only confuse the public seeing and hearing, bringing adverse effects in the people’s production and living, disturbing social political order and the harmony and stability, but also brings great challenge to the government crisis management.Based on 6.30 event rumours in yongsheng town, jiangyou, the article analyze the inner causes of rumours, that both environmental factors and persons factors; And the reference in government’s crisis PR, which inviting the general public and the third party in government to participate in; And fully considering the mentality of the people, not hide not mandatory; Publishing timely information from multiple perspectives; And rapid response to rumors, watching closely. Of course there are also disadvantages,such as lack of the early warning system to public opinions about network, not to control actively and guide by the Internet. Through the analysis of the case, thinking on Internet rumors of digging deep social background, that puts forward the internal cause of Internet rumors, which the formation of the risk society, public fears of increased; lacking of institutionalized interest expression and participation;public hate officer and richer.Through the 6.30 rumors cases with the social background of Internet rumors,,the article proposed to want to curb the spreading of Internet rumors,not only taking temporary solution but also taking permanent solution. Therefore, to find effective governance, both needing rigid constraint and more flexible to guide. In rigid constraint aspects:perfecting the disposal mechanism construction about network rumors,including early warning mechanism, emergency preplan mechanism as well as public information bulletin release mechanism; Strengthen the network legislation, perfecting the legal punishment mechanism. In Soft guide aspects: push the reform about interests distribution, promote social fairness, resolving social contradictions, releasing the social negative emotions; Enhance the government credibility, to obtain the public trust and understanding; Raise the literacy about public to network media, normalize the public participation channels.