Research Of Emergency Communication Under The New-media Environment: From The Crisis Communication Perspective

When human being stride into the 21st century, it is reasonable that natural disasters, catastrophic accidents, public health incidents and social safety incidents occur as normalcy. As our mass communication step into the phase of digital media, any kind of emergency can be quickly delivered to every corner of the earth under the new media environment, triggering global public crisis. As a metamorphosis of communication, crisis communication is a fragile and imbalanced information system. In such a system, the information sharing process was full of confusion and uncertainty meanings with a more complex interaction between spreader and receiver. The frequency and irresistibility, the great impact on society as a result of the crisis sparked by the emergency, the particularity of emergency communication and the more open, decentralized space of communication provided by new media environment ,all of these has brought great challenges for crisis communication and public relation handling in crisis . In a new media era, we were pleased to see the convergence of new media and traditional media in crisis communication and the resulting good effects of communication. However, facing of endless emergencies, crisis public relations is still a sharp issue for communication research .Audience is the core of the crisis public relations. We should control and adjust "information flow" and "influence flow"and foster "opinion leaders" based on the understanding of new media audiences, analysis of the new media cultural situation .We should promote the integration of the traditional media and new media, establish a long-term public relations crisis response mechanism, and formed targeted public opinion guidance. All of these constitute the key of an effective crisis public relation.