An Analysis On Administrative Micro-blog Application Strategy In Government Public Relations

Government micro-blog has become the best Media platform of Government public relations. It not only makes a new platform of news and service for new Government public relations, but also open up channels for consulting, politics and supervising. Also, it provides some new means of public sentiment alarming and emergencies replying. It is completely a tool to alleviate social contradiction. It can figure and publicize the image of government. However, the Government micro-blog still has a lot of problems to solve and it didn’t play a due role in the government public relations.Based on Communication and public relations, this paper makes two examples to Study government micro-blog in normal and crisis environment strategy. By reading this paper, you can find main features in normal environment:visual image can highlight the local characteristics; information dissemination can follow the using and reading habits of the micro-blog user; language styles can be more like grass-roots; the information content can be combined with audience needs, to highlight the government micro-blog interactive service; public opinions can patiently explain, rationally response, sincerely accept the opinions and suggestions of the masses, efforts to solve practical problems for the people to create a good image of the government. And also the main features in crisis environment:Government micro-blog information should take the initiative to seize the initiative, actively interact with users to interchange the use of multi-media.At last, this paper combines experience and lack of the two examples and provides some strategies. And here are the strategies:Both government agencies and their civil servants should develop the "micro-blog mentality" and focus on the PR professional training; regulate the government micro-blog team management and image management. On one hand, in normal environment, government micro-blog should follow the basis of timeliness and authenticity to enrich the content and classify the information according to people’s need. It should be sure of the time and number and also, it should make its language style be like people’s talk, and make its performance more multiple and so on. On the other hand, in crisis environment, government micro-blog should first establish a mechanism to warn public opinion; second, follow the crisis public relations principles:"Golden4hours"; last use normal attitude to have a conversation with the public in communications.