Study Of The Government Network Public Relations

In modern society, any organization shall not be separated from the complicated network of public relations. As one of special social organizations, government serves as the provider and organizer of social services and the user of public power, therefore public relations are particularly important for government. Only handling various relations appropriately can government smoothly deal with public affairs, resolve social contradictions, and build the image of authority and credibility.With the currently vigorous development of the Internet, human beings have entered into the Internet age. The popularity of the Internet has far-reaching influences on government public relations. On the one hand, the timeliness and convenience of the Internet have improved the efficiency of government in releasing information, and the fairness and openness have widened the channels for the public to express opinions and enhanced the interactions between the government and the public. On the other hand, the Internet has also brought serious challenges to the government public relations. If the government fails to release information timely, objectively and authentically, and to reasonably respond to emergencies, it would easily and quickly arouse public discontent, exert negative influences, and even trigger greater social contradictions. Therefore the way of strengthening the capability of the government in handling public relations in the Internet age has substantial implications.As the provincial capital of Jiangsu Province, Nanjing has a relatively high degree of popularization of the Internet, and has been one of the mostly discussed cities on the Internet. In recent years, Nanjing municipal government has yielded satisfactory results in network public relations, and the official website, the governance forum, Weibo and Wechat of government affairs, and other platforms of network public relations have all played their important role. However it is of necessity to acknowledge that there exist problems while Nanjing municipal government handling network public relations including information release, communications with the public, response to emergencies, and network platform management. The way of appropriately dealing with the relationship between the government and the public to build the image of the government and contribute to social harmony is the concern of the research for Nanjing municipal government.The paper is elaborated on the following five chapters.The first chapter is the introduction showing the background and implications of this study, summarizing relevant research results at home and abroad, and illustrating the research ideas and methods of this paper.The second part specifies the basic definitions of network public relations of the government. It mainly analyzes and illustrates the relevant concepts and definitions of public relations, government public relations, network, and government network, explains the popularizing characteristics of network media and meaning of government network public relations and principles that the government shall be mastered.The third chapter discusses the status quo of network public relations of Nanjing municipal government. Firstly, it briefly introduces the main characteristics and general situation of network public relations of Nanjing municipal government. Secondly, it analyzes the main network public relations platform of Nanjing municipal government, including official website, governance forum, Weibo and Wechat of government affairs, and mobile applications, draws conclusions on the characteristics of online platforms and summarizes the achievements. Thirdly, it analyzes the public relations of Nanjing municipal government in two network events happened in recent years from both positive and negative aspects, and concludes successful experience and lessons learned from failures. Fourthly, it analyzes main problems in the network public relations of Nanjing municipal government, and the cause.The fourth chapter introduces the experience of network public relations of domestic and foreign governments. It illustrates and analyzes the experience of two advanced countries, the United States and the United Kingdom, and two leading cities at home, Shenzhen and Shanghai, and summarizes the experience of network public relations that is worthwhile for Nanjing municipal government to borrow from.The fifth chapter concludes the measures to strengthen the ability of Nanjing municipal government in its network public relations. Mainly based on the current network public relations of Nanjing municipal, the analysis borrows successful experience and puts forward measures to strengthen the ability of Nanjing municipal government in the Internet age, including establishing appropriate consciousness, building a professional team, improving the construction of the network public relations platform, forming the crisis public relations mechanism, enhancing the ability of responding to emergencies, reducing desuetude of systems, and perfecting the performance assessment system.