The Traditional Paper Media Participate In The Challenges And Countermeasures Of Public Crisis Management

With market economy globalization,continuous social changes,frequent natural disasters,public crisis events become more frequent,more serious and wider around the world.The current market economy development and the social development have different features.From the perspective of social development,social development contributes to the diversified demands of various classes.Then class antagonism and conflicts occur frequently.In this process,the transmission function of traditional media has not been intensified but weakened.Especially under the new media environment,the springing up of new media makes traditional media suffer a lot.Then it is hard for traditional media to take part in the public crisis management.When a pubic crisis event happens,there will be overwhelming information about it.Audiences are eager to learn the truth of the event desperately.It is urgent to study how traditional media use their own features and play their accumulated public trust.Traditional media shall not disappear suddenly due to their accumulated advantages,like information collecting and editing,issuing system,brand effect,resources.Traditional media shall play their unique role in public event management because of traditional media function features and public characteristics and qualities.Traditional media have these public qualities when serving as a social channel.Yet when diversified public opinion environment opens,people have higher expectation that traditional media take part in public crisis.With the increasing complex media background,the paper tries to explore how traditional media take part in public crisis management.It studies the importance of traditional media participation.Based on case study and literature reading,the paper analyzes the new trend and status of traditional media in crisis management.The author thinks that traditional can play their role in crisis management when they use their advantages of speaking right,get the initiative and use differentiation ideas.