The Communication Strategy Of The Government Affairs WeChat Based On The New Public Service Theory

With the rapid development of Internet information technology,the way of government information dissemination has also changed,the government department is no longer a one-way release of information,but open the government information initiatively,communicate and interact with people actively.Especially the rise of government affairs WeChat,not only enable people to express public opinion directly,enjoy efficient and convenient livelihood services,also make the service level of the government has been improved,and more modern.Government affairs WeChat as a way of our government services,building a good government WeChat help to further promote the work of government services.Robert.B.Denhardt,a famous American administrative scientist and a group of public administration scholars put forward the theory of "new public service",which the perspective of "serving citizens as the core" has important theoretical value and practical significance to the government of our country to build the government affairs WeChat,and to strengthen the government service work.Based on "new public service theory" as the theoretical basis,this paper analyzes the communication strategy of government affairs WeChat.Firstly,this paper briefly summarizes the concept?the background and theory of new public service,and introduces the characteristics?functions and significance of the government affairs WeChat.Then,it analyzes the development situation and the existing problems of the government affairs WeChat.Thirdly,select "the Chinese government network "and" Wuhan police " these two different types of government affairs WeChat of content analysis and text analysis,with government affairs WeChat reported of "Oriental Star passenger ship capsized event" for example,rearch the communication of government affairs WeChat under emergency.Finally,combined with the new public service theory perspective,the author proposes government WeChat communication strategy,clear idea of government services,citizen-centered,improved expression of government micro-letter,to enhance the user viscosity;strengthen consultation interaction,foster civic awareness and improve the channels for public participation;enhance the government micro-channel service capabilities and ability to respond to unexpected events,public opinion,the government has the responsibility to establish,in response to public concern.Through the above mentioned strategies to improve service capacity of government departments,innovative service model,rich service means to promote the government operate the government affairs WeChat more efficient and professional.