An Analysis Of The Governmental News Releasing Strategy

The SARS crisis in 2003 accelerated the construction of a comprehensive governmental news releasing system, the development and perfection of which is an important part of the democracy and politics construction in China. Treating the practices of governmental news releasing as the object of my study, the thesis discusses the principles, procedure and strategies of governmental news releasing so as to improve the efficiency of the government in this field by applying the theories and methods in such disciplines as journalism, communication theory, planning studies and public relations studies to the analysis of some actual cases.With the globalization and development of reform and open-up, the government should attach more importance to the work of new releasing. By governmental news releasing, the government sets topics for the press and the public to guide the public opinion actively thus improving the governing capacity in this field. As a systematic project, the governmental news releasing needs the working staff centering around the spokesman to operate rationally with careful preparation, thorough planning and proper strategy so as to achieve the expected effects. According to some basic principles, the following works need to be done to ensure the success of news releasing: previous investigation and analysis as well as subsequent evaluation and summary, the proper choice and arrangement of such factors of new releasing as theme, time, form, press, place and style of expression. The spokesman of the government should make appropriate decision on the amount of information delivered to the press in the national interest according to the characters of different events and employ some strategies to achieve the best effect. Confronted with frequent emergencies, we need to construct an emergency response system of news releasing in which each part of it is granted clearly defined responsibility. The governmental news releasing should abide by the following three strategies: reacting to events as soon as possible, releasing news about the recent developments of the events timely, dispelling rumors at proper time.Governmental news releasing is a creative work. With a global view of the situation, the spokesman should choose proper strategies based on previous research and plan and make flexible adjustments in the process of news releasing. Only by that can the governmental news releasing achieve good effects so as to improve the governing capacity of the government in this field.