The Crisis Communication Strategy Of The Mainstream Media In Public Health Emergency Hazards

In recent years, large and small incidents occur frequently. More and more people start to pay attention emergencies, from SARS to influenza H1N1 influenza event。The whole world is facing different kinds of public health emergencies again and again. How to coping with and managing crisis effectively and in time, reducing the devastation of crisis has become a concern of national government, the media and the public focus. How to use the advantages of effective communication from the most influential and authoritative mainstream media is the highlight and focus of this study.In this paper, stage theory has been taken as the theoretical foundation; the whole process of public health emergencies is divided into four stages: incubation period, an outbreak period, extending period and recovery period. Taking influenza H1N1 and the SARS flu as typical incidents, analysis and comparison of different communication strategies of two incidents at different stages from the mainstream media are made and stated in this paper. Taking People's Daily which is the representative of the mainstream media as the research object, content analysis of the reports of two incidents stated above in different stages is made as the research method. Analysis indicates different strategy focus on the crisis in different stages from the mainstream media. Meanwhile, several relationships in crisis coverage should be dealing with smoothly: the relationship between the Government and the audience; the relationship between timeliness and authenticity of the media reports; the relationship between intensive attention and degree of certainty; the relationship between attracting audiences and people-oriented principle.