Research On Public Crisis Of Local Government In New Media Environment

The current conflict in the economic development of our country in transition highlighting the various interests led to the frequent occurrence of the crisis, the level of government crisis public relations capacity has become a very important measure of the level of the government in power. Especially with the emergence and rapid development of Internet, mobile phones as the representative of the new media, the traditional pattern of information dissemination and exchange of information has changed the way the public access to information channels and more diversified content, information dissemination, also showing a diverse body oriented features, more intense public information, participation and the right to speak, if the public demands are not fully met, the public will be wild speculation, it will breed a lot of rumors online, or some of the more radical rhetoric, form a strong network of public pressure, if the government cope properly, on the one hand would endanger the credibility of the government, on the other hand there may be an even greater range of social events, so that further increases the difficulty of crisis PR. President Xi Jinping pointed out that "good work is a long-term online media task to improve the online promotion of innovation, the use of network communication law, promote the theme on February27,2014afternoon, the central network and information security first meeting of the Leading Group stimulate positive energy, to cultivate and practice the socialist core values, when a good grasp of online media guide, reliability, validity cool and bright make up cyberspace." Thus, the government must adapt to new media during a crisis public relations, active guide online public opinion, be active and effective public relations crisis. However, according to current reality, our local government due to no good grasp of new media, public relations crisis is not timely and effective guide public opinion, often appear in the government led by the nose by rumors of a passive position, which is not only related to the crisis itself can No resolved smoothly, but also affect the local government’s public ratings. So, how local governments should adopt a positive and efficient crisis public relations strategy in the current environment to deal with the new media crisis, maintaining a good image of the government has become China’s local government departments at all levels of an urgent problem. The topics to local government crisis public relations new media environment for the study, combined with a few pros and cons of case studies under the new media environment of local government in the crisis early warning, crisis communications, media guide and other aspects of the government’s image restoration problems and propose targeted recommendations. This article includes five parts:The first part is the article’s introduction, this paper introduces the research background, significance and scholars of the new media environment, the government crisis public relations research a general summary. The second part describes the concepts and theories, including new media and government crisis public relations concepts and features, crisis management theory, agenda-setting theory, image restoration theory. The third part of the "7·21Beijing heavy rain " incident, the two cases are two anti-"8·26Smile Secretary" incident," Canton Housing Uncle" events and " Yan’an chased stepped head" events in local government in crisis public relations set forth specific performance, combined with the new media environment requires local governments to new analysis summarizes the new media environment of local government in crisis PR common problems, and the causes of these problems were profound analysis. The fourth part in the new media environment for local government public relations crisis the problems and their causes, monitoring and early warning from the crisis, a crisis public relations in effective communication, improve network capacity and utilization of public opinion to guide e-government technology shaping the image of the government outside the four proposed local government crisis public relations policy proposals in the new media environment aspects. The fifth part is the conclusion. The full text of the research and analysis to summarize the section above, and in this regard the possible future research directions and research content prospect.This paper describes several typical cases occurred recently, the analysis summed up in the new media environment of local government in the process of crisis public relations problems and in-depth analysis of the causes of their problems, and finally on the basis of the analysis of the targeted to put forward policy recommendations under the new media environment of local government public relations crisis, both for the local governments can provide useful guidance crisis public relations, crisis communications and local governments under the new media environment study has some inspiration and reference.