Study On The Application Of The Governmental Agencies’ Official Micro-blog In The Governmental Public Relation

With the development of Internet technology and advent of "micro-blog3.0" era, a variety of applications related to the micro-blog also deep into the public’s daily lives broader. As an important branch of the governmental micro-blog, the number of government agency official micro-blog is increasingly. As the governmental agency official micro-blog appearing, not only build a new platform to communicate and to exchange between the government and the public, but play an important role in guiding public opinion, shaping the image of the government and so on. However, the governmental agency official micro-blog in the process of governmental public relations activities, there are many inevitably problems in the content of information, information transmission efficiency, as well as the influence of the transmission of information and so on. Especially, as an important tool at present, China is changing the "service-oriented" government from the "managed" government, governmental agency official micro-blog as one of important tools at activities of governmental public relation, its future development has new demands. Research on the use of governmental agencies official micro-blog in the governmental public relations, not only required to make the relevant information to transfer and to exchange in the government normal public relations activities, but also in governmental crisis public relations activities, responding and handling public crises timely and efficiently. Only governmental agencies official micro-blog at various governmental relations activities, can be deal with well. It could achieve the role as an important tool for the governmental public relations activities. This is both an important indicator to measure the use of the governmental agency official micro-blog effect in the governmental public relations activities, but also prompting the governmental departments and their staff to enhance the important factors on the governmental agency official micro-blog of attention and management capabilities. On the use of governmental agency official micro-blog in the governmental public relation, not only has a basic comprehensive understanding of this case, but also according to the governmental agency official micro-blog in governmental public relations activities on the problems, we can grasp the use of it in the governmental public relations better, then the governmental agency official micro-blog could play a better role in the governmental public relations activities in the process of applying.Contents of this paper is divided into six parts:The first part introduces the background and significance of the research, and has made a detailed introduction on the current status of domestic research and research methods. The second part made brief introduction of government relations for the relevant concepts; The third part is to introduce the basic situation of the government agency official micro-blog in government relations; Part four choose "@ Shanghai issued" blog as the research object, through the research in the two normal circumstances of government sector and crisis public relations, obtained the government agency official micro-blog existed problems; for the fifth sector according to exists on the part of the problem, raised from the corresponding strategies of the micro and macro aspects. The last part is the conclusion part, points out the desirability and shortcomings of this study.