A Study On The Management Innovation Of Government Public Communication In The New Media Era

The new media is shaping today's world in a profound and comprehensive way,and it has turned the right of dissemination into the authority of communication,thus giving the public an unprecedented speaking right.As a typical representative of the current advanced productivity,the emerging new media will inevitably lead to adjustments between productivity and production relations,superstructure and economic base.The new media has changed our government's ruling mode,among which,the most crucial is that the new media has created a brand-new ruling environment for government at all levels.At present,two public opinion fields of authority and popularity have shaped in China.One is " the public opinion field of mainstream media(party newspaper,party journal,the State Broadcast Television Administration,and National News Agency)",namely the official public opinion field;The other is " the public opinion field of popularity" relying on We Media,and people can remark current affairs,criticize the evil of the time and the government's public administration capacity on various new media platforms.The public increasingly use the new media to express their wishes and demands,and the public opinion in turn affects the government's behavior from time to time,under this background,how the government's public communication changes from passive to active to achieve management innovation has become an urgent and important subject.Based on such background,this article,by adopting the methods of literature research and case analysis,analyzes changes in government's public communication mode from the background of the new media,and points out the value of the government's public communication innovation in the new media era from three aspects of politics,economy and society,summarizes the current situation and analyzes the significance of complying with the requirements of the new media and understands the difficulties facing the government in the process of public communication and analyzes the causes,and basing on this,after drawing lessons from the measures taken by domestic and foreign governments,this article puts forward countermeasures to optimize the efficiency of government's public communication,including improving the management mechanism,optimizing the skills of communication of different forms,constructing an environment suitable for new media communication,improving the evaluation system of government communication,and intensifying personnel training.Meanwhile,combining with the basic elements of government and public communication,this article expounds the connotation of government communication management,with the aim to explain the necessity of public communication from the perspective of communication.In short,the mechanism,method and efficiency of the government's public communication are the core to realize social development and national progress.In the new media era,only by adapting to the new communication method can the government's public communication realize management innovation and help the government in its administration,thus being beneficial to further improve relationship between the government and the public and to the construction and development of the socialist country with Chinese characteristics.