A Research Of Government Micro-blog Establishing Based On Dialogue Theory

The number of government micro-blog has reached over 160,000 by the end of 2016.The government micro-blog has become an important platform in public relations of government agencies in China, gradually exerting unique influences by playing special roles in news releasing,publicities of government affairs,online solicitation of public feedback on governance and other aspects. But it is also faced with constant challenges. For example,how we should exploit its potential in promoting communications and building up an effective dialogue mechanism between the government and the public has great influence on the improvement of the function of government micro-blogs in government public relations.This paper combines content analysis with in-depth interview by taking 10 party and government news releasing micro-blogs for example, for instance to analyze the current construction and existing problems of government micro-blogs from the perspective of dialogue principle in public relations. Based on the content analysis of 10 party and government news releasing micro-blogs,the research reveals that the micro-blogs have problems of one-way information dissemination, homogenized content and ffunction,operation team professional incompetence so that they fail to establish a complete dialogue loop between the government and the public, to develop and utilize the local resources or to bring into playing the dialogue potential in government public relations. Through in-depth interviews with the operation staff of @Chengdu Hi-Tech, the official micro-blog account of Chengdu Hi-Tech Industrial Development Zone, the research discovers that the construction of government micro-blogs should lay emphasis on local conditions and get familiar with the preferences of its local audiences so as to improve its practicality. At the same time,government micro-blogs should also keep an objective view on the activities brought by fan effect and avoid paying too much attention on this part.In combination with its content analysis and in-depth interviews, this paper summarizes the problems in front of government micro-blogs in normal government public relations in China: lacking dialogue loop between government micro-blog and its audience;homogenized contents, with insufficient useful information; elusive matrix effect, lacking professional operation, and inadequate exploitation of local resources etc. Accordingly, this paper puts forward proposals on microblog content, its operation team and its matrix construction: the microblogs should give priorities to government affairs services and enhance differentiations in order to establish a complete dialogue loop between the government and the public, and to promote public recognition and attachment; the microblogs should also pay attention to the professionalism and the employment of full-time operation staff, so as to build up a refined standard operation model; at last, microblogs should make party and government press releases its flagship and found regional government micro-blogs and even other government new media involved collaborative interacting system, to finally establish a government micro-blog matrix with comprehensive power.