Two-way Balance Communication Mechanism Research Of Media Organizations Under The Pan-spread Communication Environment

Media organizations were generally regarded as the third party and one kind of PR channel in the traditional Crisis PR Research. This paper creatively proposes the media organization as the main research body instead of a medium role in the Crisis PR. With the development of globalization, Chinese media organizations are in the transformation process from institutions to business units. Some of them create the PR department as a normal company structure. But they don't know what to do when they meet crisis.In this paper, the author used the method of literature study on basis of domestic and foreign related researches, to analyze the current situation,characteristics and disadvantages of the media organizations crisis public relations; used the method of case study to summarize the transmission mechanism and evolution paths of the media organization crisis public relations; used the method of standard research to construct the two-way communication mechanism of balance mode and analyze the operation of the bidirectional balance communication mechanism; used the method of countermeasures study to point out the problems and countermeasures of the media organizations two-way balance communication mechanism.The main conclusions of this paper have three parts. Firstly, most foreign media organizations have a strong sense of crisis public relations, but the domestic media organizations are lack of it. They just keep silent; use the cold treatment means or the unequal way of communication, etc. These negative behaviors will damage the image and credibility directly or indirectly. Secondly, now there are two kinds of transmission mechanism, the negative unidirectional transmission mechanism and the two-way unequal transmission mechanism. The two kinds of transmission mechanism should turn to the two-way balance communication transmission mechanism. Finally, the two-way balance communication mechanism has three steps. The first step is strengthening the media organization's crisis awareness because media organizations in China are generally lack of crisis awareness. The second step needs media organizations fully sue their own editing resources and other media tools to catch up the core conflict of the crisis. Then the media organizations use Agenda-setting function to deliver the favorable information to the public. The last step is not the least step which needs the media PR department follow up the trend of the crisis information and be ready to switch the strategy of the crisis PR until the relationship between the media and public restore homeostasis.This paper has the following innovative points: (1) the research took the media organizations as the main body of the crisis public relations, not just as a third party.(2) the research put the media organizations crisis public relations into today's pan-spread communication environment.(3)constructed the two-way balance communication mechanism of media organizations crisis public relations.