A Study On The Strategic Innovation Of Traditional Media In Crisis Communication

The modern crisis communication based on the "risk society" theory has broken the relatively mature but also old-fashioned theoretical frameworks for breaking news report, criticism, disclosure report and public opinion supervision.It defines and evaluates media by including them in the official system that has become a key process to dodge risks and defuse crisis. Traditional media should work better on the crisis communication comparing with the emerging new media such as the web media, and not only on the required work but the free actions as well. Traditional media has had great breakthrough and achievements on the crisis communication, but in today’s China, the traditional media are still facing confusions and difficulties on information openness and media control, so the research on innovative strategies for the crisis communication has both theoretical and practical significance.