A Study On The Government Crisis Public Relations Strategy Under The Media Integration Environment

In recent years, along with the accelerating pace of new media in China, with the rise of new media gradually relying on the Internet, digital new media technology in information transmission broke through the limitations of traditional media and limitations. Fusion media era, the media industry, has broken the traditional media's pattern of public opinion. Its biggest characteristic is technically fully spread information, control information is becoming more and more impossible. Also make the government had to change the release information. In the complex fusion media environment, the government's crisis is becoming more and more government how to use new media means to deal with the crisis, is currently an important realistic subject in front of the government. With the government's ruling ability is very important.Tianjin port "August 12" explosion accidents, exposed the government department public opinion crisis response. At the same time, from the Angle of the informational transmission the accident information release of the traditional model in tatters. Task of the government in the public opinion crisis, that is, in the face of especially big production safety accident, with the position of public relations and the principle and the social public communication and communication, and to defuse the crisis and restore image as the ultimate goal.This article stands at raising the ability of the government crisis public relations point of view, by the method of theory with practice, according to the questions, combining with the tianjin port "August 12" explosion accident specific case and study the train of thought to solve the problem.First of all, the government must strengthen the construction of system and mechanism, setting up the management system of the power and responsibility clear, increasing the government's credibility. Government to scientific understanding modern social risk nationwide building, participation and inclusion of response system. Give full play to the government's major incident source role, fully satisfy the masses of the right to know, expression, the right of participation and supervision, which is the basic performance of responsible government. The information release system reform, the change is given priority to with "blocking", "delete" traditional crisis measures. Government departments should actively guide public opinion direction, multi-channel transmission complementary, make public opinion information tracking and feedback, actively dealing with rumors; The government should make full use of the media have full media resources. Improve the relevant laws and regulations, the real legal, law applied, the barriers.