Rumors Communication And Control Measures During The Crisis Period

In the spring of 2003, the Panic of the SARS was spreading from south to north in China, which made the government and the media in mud puddle. The following report of the mass media appeased the public for a time. But the most important is the answer measure was absent. During the period of the crisis communication ,facing the rumors pullulated ,the mass media kept silent firstly ,then practiced in agenda setting effectively, but the rumors were always following even acted an public opinion in some time. Today, the effect of media is regarded highly. Not only of the affirmative report but also of the negative report ,play an important role in society than before. How to reduce the negative effect? How the media exert the active function , serving the overall situation of the reform ,develop and stabilization.? I hope my explanation will prove more or less helpful to the practicer .We measure off four stages during a crisis period : prodromal crisis stage, acute crisis stage, chronic crisis stage, crisis resolution stage. So we analyze the factor , characteristic and the spread mode behind the crisis communication. During every period ,to find the rule of crisis communication ,to grasp the change in mentality and action of the public ,is a key to find a way in resolving ceasing rumor communication.The paper regards the rumor during the SARS in 2003 in China as a study object, investigating some new features of the rumors and some social psychological factors behind the phenomena, analyzing the duty of the mass media to avoid rumor, it also propose control measures.