A Study On The Strategy Of Local Government Crisis Public Relations

Happened in recent years, all kinds of public crisis showed rapid upward trend, break out more frequently and a large proportion of the cause and the local government has a close contact, such as "Xi'an nursery feeding of children prescription virus spirit events", "Tianjin Port especially heavy fire and explosion accident", "Shandong illegal vaccine event" as well as some time ago "ray Yangzhi death events in". Because of the crisis early warning of local government departments, poor awareness of crisis public relations system is not perfect, imperfect mechanism, improper way of public relations and other reasons, making it in response to the crisis is sometimes stretched, helpless, can not effectively control the crisis and reduce the damage, especially in the highly developed information change danger into safety, today, micro-blog, WeChat, QQ and other Internet the media are universal, spreading fast and wide range of influence, the damage caused by the crisis, to recover the public crisis, if not to take timely and effective public relations strategy to actively respond to and resolve the crisis, many adverse effects will be on social harmony and stability, but also will cause the credibility of the government seriously lost. Therefore, under the current social background, the crisis public relations has become a compulsory course for the local government under the new normal social development.This paper mainly uses five stage division theory Dimitrov, from crisis identification, prevention, control, recovery and five stages of learning, analysis of kindergarten children feeding prescription drugs virus spirit event in Xi'an, finding out the problems and reasons existing in the local government in crisis public relations from the case, such as the identification of crisis also awareness of the existence of the crisis is not enough, timely information exists in crisis prevention and control means are single stage, there are many problems such as improper measures in the recovery phase, and then to problem oriented, targeted to improve the local government crisis public relations strategy suggestion to further improve the correct understanding of public crisis, public relations crisis the consciousness; to strengthen personnel training, and strive to create a professional public relations team; innovation system, and actively explore the path of efficient operation; Should pay attention to play the role of the media, to grasp the initiative of public opinion.