Research On The Communication Strategy Of County-level Government WeChat Official Account

WeChat has become an important part of government departments at all levels which release authoritative information,build an interaction between government and people,give the public opinions in nets,and improve social governance.County as the base,the county government WeChat public,not only is the first time know major policy in the county,important activities,the key information window,also is the government information release timely and correct harvest county in the attention of the audience,firmly grasp the ownership of public opinion,expand their influence public opinion of this new media platform.But now,for the county level government affairs WeChat public platform,operational capacity is the biggest limition,personnel allocation,material strength and other factors,the content released by it is rarely read,and even appears the embarrassing status quo of "who writes who reads".This paper takes the "D County issued" WeChat official account in Jilin Province as an example,through collecting and sorting out the primary data of "D County issued WeChat B1 official account,combined with the actual case analysis.Based on Lasswell’s"5W" model and Schramm’s cyclic model theory,it is analyzed that the positioning is not clear enough and the content is homogenized in the process of transmission.The information comes from a single source and is of mixed quality.The form of expression is monotonous,and the reading experience is boring.The message interaction is zero,the feedback channel is not smooth.Lack of professional talents and poor operation effect.These five questions.In order to solve the predicament of the county-level government affairs WeChat public platform effectively,and improve the skills of building the county-level government affair WeChat public platform,we should start with the orientation of serving the audience and clarifying our own positioning.With the perfect incentive assessment mechanism,to smooth the information source channels.On the basis of strengthening content construction,the WeChat operation team should adopt different forms of expression for different types of information,and use rich forms of expression to catch the audience’s eye.In view of the current situation of the lack of professional personnel in operation,network management is adopted to solve the problem of manpower shortage.