The Crisis Public Relations Research About Local Government Behavior In The Public Events

From the fight of SARS to the WenChuan earthquake, our country is absorbing theexperience and lessons in emergencies treatment and the public relations maintenanceconstantly. However, after a severe serious ShiFang Event, people suddenly set off awave of anger because of a variety of deception and no clear answer.Which shows thatalong with the popularization of network and the rapid spread of information, the publicdemand is higher and higher, so China’s leaders face an increasingly grim situation inthe control of public opinion. What the officials said and done in public actually isrepresentative of the use of public power, from the legal sense, the exercise of publicpower must be open, fair and transparent, which is a kind of requirement and normalstandard from social public to the government behaviors. Therefore, to develop thecorrect consciousness in crisis public relations maintenance is significant to ourgovernment officials. In recent years, a lot of public relations crisis in local governmentcaused by local officials’ act without regard for any authority and deceive people, andso on, all of which seriously damaged the image of the party and government. Crisismanagement is an everyday feature of modern government.When a crisis occurs, the public at large look up to their leaders to explain what ishappening and to be able to minimize the effect of the crisis. Inevitably, critics and thepolitical opposition will use the event as an opportunity to blame incumbent leaders andtheir policies for the crisis. Then how should those in power explain themselves in thelight of criticism, how to use various means to improve public understanding ofgovernment in two-way exchanges of information between the government and thepublic, and alleviate or eliminate the impact of major crisis events caused, so as tomaintain the image of the government, has become the important content of ourresearch. During a crisis, leaders must cope with the strategic challenges they face andthe political risks and opportunities that can come with the challenges. Those whoformulate policy must attempt to portray a sense of normalcy in the face of disaster.They have to cope with risks in the political arena as they try to cope with a crisis. Inthe government public relations activities, officials should use the power of the media communication to the public and explain the government policy, and endeavor to createa good social environment for public opinion. They have to be cognizant of anymistakes they make, the failures and traps they must avoid and envision the route to getthem and the country out of the disaster. Finally safeguard the most basic citizen rightsand interests, and promote the construction of socialist harmonious society and theconstruction of service government.Based on our local government crisis public relations as a starting point forresearch, analyze the behavior of the government from the perspective of new publicmanagement theory and government “economic man” hypothesis, explore reasons inhandling public relations through the “ShiFang Event”, and at the same time refer tosome classic foreign PR cases, finally put forward some countermeasures andsuggestions consider the new public management theory as a tool.