The Crisis Public Relations Response Of Chongqing Government:Case Study Of "Medical Reform" In Chongqing

Crisis Public relations is very important for the organizations in the society, especially in the internet age. Because of the importance and specialty of the government agencies, public relations of government in crisis has always been an attractive subject concerned by their research field. According to the study, most research for public relations of government in crisis in China has been focused on Management Science, Communication, Public Relations and New Media, there are a few research combining the crisis phase theory and crisis response policy to analysis public relations of government in crisis. During the critical incident which happened in March of 2014, Chongqing citizens gathered spontaneously in street, and seriously protest against the Chongqing's new “health care reform” policy issued by the government, the behavior of public relations of Chongqing city government in crisis and specialty for the ways which led the event become critical have made the critical incident to a valuable case, and can be used for research sample.From the theoretical perspective of public relations and communication,this research analyzes the coping strategy used by the Chongqing city government during different phases of the “health care reform” event according to the situational crisis theory and crisis phase theory, and detect the effect of crisis response strategy according to the media reports effect, microblog effect and Mass Communication effect.The research findings have shown: during the critical incident-Chongqing “health care reform” event, which happened in March of 2014, the crisis response strategy used for the critical incident by Chongqing city government hasn't reached a good effect: for the media reports effect, the evaluation of major media tend to be negative; for the microblog effect, netizens are dissatisfied and angry about the crisis response strategy taken by Chongqing city government; for questionnaire survey, the masses are disagree about that. Although Chongqing city government's response strategy for the critical incident is not successful, it has provided references and experiences for future public relations in crisis.