The Research Of Governmental Network Public Relations Under The Circumstance Of New Media

With the development of new media and Internet technologies, portals, micro-blogging, micro-letters, news client and other new media gradually popular in people’s lives, in our economic and social development plays an increasingly important role, profoundly affected the way we learn, communicate, work and lifestyle. Government public relations under the new media environment has undergone tremendous changes, using the Internet and new media communication tools, the Government initiated a new form of public relations-public relations network. New media and network technologies on government networks public relations put forward higher requirements, public relations is both an opportunity and challenge to the Government. Referred to in the present "new media" or "new media" is relative to the traditional media. Network public relations and e-Government, the Government Portal site, microblogging, the Chief of Government micro-platform, news client and other forms. Information dissemination in the new media environment has immediate and extensive, interactive features. Facilitated by the new media and network technology, government relations work in new ways and new forms of work, such as Government Twitter new media operations, and Chief micro-public. Based on the Government Portal website and Chief micro-blogging as a starting point, through the institutions ’ understanding of statistical data to the Government network public relations situation. New media of open, and inclusive, and interactive, features for network opinion of occurred and development provides has platform and conditions, makes new media environment Xia Government Network PR faced many problem, as civil servants public image consciousness missing to government public letter force caused negative effect, and Government Network PR work lack related work guide and service specification, and Government civil servants network knowledge weak, and Government Network PR talent lack, and Government new media operation capacity weak effect poor, and public of interactive participation degrees low, and processing burst event of capacity weak, problem. Aiming at these problems from the civil service on the public role of cognitive aspects of networks, the Government’s attention level, network public relations public relations personnel training and introduction, regional differences in the development of new media and the ability to control public opinion analyzed the cause of the problem. Network public relations of the Government of China’s more developed areas has been fruitful, for reference. Shanghai Chief micro-public operation, to the vast number of Shanghai residents a high quality and convenient service. This paper analyzes the business model, and as part of a Government public relations network capability response, hopes its new media success stories for local governments at all levels to reference. Also from the ideological and moral construction and government networks in depth, strengthen government public relations network PR team, new media operations, landing, public opinion of the Guide, given the reference to upgrade government networks public relations skills strategy.