Study In Media Communication Strategy Of Public Crisis Affairs

Public crisis is gusty, urgent, highly uncertain and greatly harmful. The various information it gatheredis the target that highly focuses and extensively cares by various news media and social public.Government and related social organizations are the handlers of the public crisis and also the holders andgatekeepers of the origin of public crisis. How to deal with public crisis timely, rapidly and effectively isthe key link in the information dissemination. In the traditional concept, media are the mouthpieces of theparty and government and also the propaganda instruments of public opinions by social organizations. Theparty and government are the main body of the dissemination, and the initiative of issuing information isalways in the hands of the party and government. The emergence, development and final result of thepublic crisis are unknown to the public. Along with the arrival of multi-media era, information channels ofthe public goes towards the trend of diversification, the subject consciousness of the public strengthens,related interests involved in the public crisis are paid more attention and the public pressingly hope to getrelated information through all kinds of channels. All these bring certain pressure to former disseminationsubjects, that is, the government and related organizations. They have to face the needs of the public, andcorrectly understand that the media are not only the instruments of the party and government, but also thewarden, supervisor and leader of the society. Only disseminating related information of the public crisistimely and correctly by effectively and adequately using news media can we settle down public crisis andpromote social harmony and development. Therefore, as the subject of dissemination, government begins toestablish relevant news release and information disclosure mechanisms so as to ensure the public’s rights toknow. But because of the deep-rooted ranking of thought in the concept and consciousness, informationdisclosure and news release still remain in a state of single-oriented dissemination. When the public crisiscomes, decision-makers always take news media as defending opponents, adopt many “reply” strategies,from which a lot of skills and plots about how to deal with media are aroused, try to “work out” mediathrough these strategies and grasp firmly the initiative of information dissemination in their own hands.We should know that public crisis involves the immediate interests of the public. It is the focus ofpublic opinions and the highland of information dissemination.“Informal news instead of formal news spreads” is the exact description of the way public crisis information is disseminated. News report belongsto ideology, which is the subjective image of the objective real world. That material decides consciousnessis the basis principle of Marxism philosophy, so the objective reality decides the content of news report.When deal with public crisis, we should not “reply” the media passively but should actively provide relatedinformation which is equal to the objective reality for the news media.The emergence of public crisis is the inevitable result caused by the contradiction during the socialdevelopment. In the several decades after reform and opening up, China’s society has experienced profoundand dramatic changes. Social economy has grown strongly, the course of political democratization has beenpushed forward steadily and the living standard of people has been improving day by day. However, therapid social development and changes also brought a series of contradiction and interests conflicts.Especially during the transition of political and economic system, the request of public interests appearsdiversification, ideological concept goes towards the trend of complication and the conflict betweendifferent interests must evolve into public crisis. To settle down the public crisis, the first thing to do is totamp the economic foundation for social development, which is the premise to tackle public crisis and alsothe origin of news report. The development, changes and great progress of society must be the maininformation that news media pay attention to. The second is to establish high-level humanistic idea andabide by the principle of fairness, righteousness, democracy and equality when deal with public crisis. Weshould settle down various disputes on interests according to the truth during the process of dealing withpublic crisis and give a satisfied result to the public, which is also the norm of dissemination that newsmedia follow. Of course, nowadays media technology is increasingly sophisticated. So how to correctly useand grasp the media technology of information dissemination, establish mutual and interactive platform forinformation dissemination and correctly seize the skills of media dissemination are the importantcomponents to resolve public crisis.