Thoughts On The Strategy Of Crisis Communciation Based On The Public Psychology

As a big factor influenced the crisis communication,the public psychology researched in the crisis communication has its practical significance. Using the results of predecessor research for reference, this article analysis the different characteristics of the public psychology in four stages,based on the research of the public psychology factor in spreading process of the crisis communication,which starts from the communication object(the public) that neglected in the crisis communication,and then discusses that how does the communication main body (government) and intermediary (media) guide the public psychology,thus achieves the most effective communication of crisis information.The key point of this article is to analysis the public psychology in the crisis communication.Namely the public will display kinds of psychological phenomenones in crisis, including to the extreme demand of crisis information, having panic psychology, following crowd psychology, believing the rumor easily and so on. At the same time, in the four stages of crisis communication, the concrete manifestation characteristics of public psychology are different.In the incubation period of crisis the public have less realizes for crisis,in the explosion they transform to having intense panic psychology,then the time rumor spreaded recklessly in next period,at last the public have the wound in mind in the solution period. The goal of the article is discussing the strategy of the crisis communication which should analysis the public psychology in the crisis at fist.This article,combining the public psycho-analysis, lies in discussing the government and the media strategy by using the classical theory of communication,and then according to the different characteristic of public psychology, the government or the media adopts the different strategy.The first chapter in the article outlines the present situation of crisis communication research,and reorganizes present situation of the domestic and foreign crisis communication ; The second chapter introduces the basic concept of crisis communication and the essential featurepublic psychology; In the next four chapters,it analysis the public psychology performancethe in different period of crisis communication,and obtains the strategies of crisis communication based on the communication theory of "the agenda-setting function","uses and gratifications approach", "gatekeeper" and so on . The innovation of this article is combing the social psychology with the communication effectively, and providing an observation angle to seek the effective crisis communication strategy, which has certain theory and the practice value.