Research On Crisis Public Relations Of My Country's Local Governments In The New Media Environment

With the rapid growth of mobile Internet and digital technology,emerging media such as microblog,wechat and smartphone apps are springing up,and new media have outpaced traditional media in terms of diversity,growth and social impact.They revolutionize the original mode and path of transmission,and reconstruct the previous distribution map.In the past,the government had sufficient control over the traditional media,leading to the general public opinion is in the control of the government,so the impact of public crisis events are under control.In the new media environment,the majority of public crisis events have a wide range of impact,far-reaching impact,crisis resolution and other characteristics.The speed and scope of information dissemination has exceeded the government's ability to control,resulting in many local government public crisis events far beyond the government's expectations.After the public crisis,if we can not take effective public relations strategy in time to deal with and resolve the crisis,on the one hand,the government's credibility will be jeopardized,and on the other hand,a wider range of social events may emerge.According to the current reality,the local governments at all levels in China have relatively little experience in using the media to deal with crisis public relations,especially the new media to deal with crisis events that are still in their infancy.Such as "Harbin extremely expensive fish incident","Qingdao prawn incident","xi'an kindergarten feeding child virus incident","Tianjin harbor special major fire explosion incident",all in different degrees exposed the crisis public relations in China's local government in the public relations lack of public awareness of government crisis,the government crisis management capacity is weak under the new media environment and so on a series of problems.Therefore,in the complex new media environment,how to improve the ability to deal with public crisis events has become an important practical issue for local governments.This paper is divided into four parts.The first part mainly expounds the background and practical value of this article,combs the current research situation at home and abroad through literature analysis,puts forward the theoretical tools and research methods of this paper,and introduces the innovation points and shortcomings of this paper.The second part mainly expounds the basic concepts and related theories of new media and local government crisis public relations,including crisis management theory,agenda setting theory,image repair theory and persuasive communication theory.The third part mainly uses the theory of the declaration cycle of Steven Fink crisis management,analyzes the "Harbin extremely expensive fish" incident from the four stages of crisis warning period,crisis onset period,crisis renewal period and crisis recovery period,and summarizes the problems existing in the crisis public relations process of local governments in China under the new media environment and analyzes the causes of the problems.The fourth part combines the third part of the analysis to put forward the proposal that consummates the local government crisis public relations strategy pertinently,hopes for the local government department to improve the government governance level and the ruling ability to provide the reference and reference.