The Study Of Internet Crisis Communication And Administration Strategies

At present, China encounters the crisis frequently. Because of crisis'strong impact on society, it is an important part of public administration. At the same time, because of its great news value, it has become the focus of mass media. The rise and rapid development of the internet has greatly changed the traditional mode of information communication, but also brings many new subjects and new challenges to the crisis communication. Online crisis communication aims to handle the process of crisis intervention and transform the crisis to the good direction, according to the law of news and information communication. The mission of research is to master the law of internet crisis communication, enhance the guiding of online public opinion, ease the psychological pressure of the public, and shape an excellent image and so on. This paper studies crisis administration in the current situation of internet crisis communication in our country based on the previous research achievements, combined with the characteristics of the internet and integrated knowledge of communications, public administration, psychology and other aspects. This paper pointed out the new subjects and new challenges to the public crisis administration and the main problems of the public administration department in responding to the online crisis. And also proposed strategies for strengthen the crisis administration: attach great importance to the role of internet in the public crisis administration and put the network into process of crisis forewarning and crisis intervention; set up the internet crisis forewarning mechanism to get public opinions online timely; enhance the network supervision and publish authoritative positive information immediately to guide the network public opinions effectively; improve the supervision of the online rumors and regulate the communication order when the crisis happens; take full advantage of the internet to offer public information services to encounter the crisis; guide network media to bear their social responsibility in mind, in order to play an active role in the crisis. This paper focuses on the new challenges to the public administration brought by the crisis administration in the information age: the weak gatekeeping makes the network lack authority even to false rumors and gossips spread on websites; highlight the role of the opinion leaders makes false news and information increased; online interactive affects the social stability and so on. It has been demonstrated that these new subjects and challenges are fundamentally different from the traditional mode of the crisis communication. Therefore, public administrator must study and master these features to improve the ability of dealing with the crisis in internet age.