Publicity Or Delivery: Research On The Selection Of Communication Path Of Public Policy

The communication of public policy is not only related to the implementation of public policies,but also to the vital interests of the people.As early as 2008,the State Council implemented the "Regulations on the Openness of Government Information of the People’s Republic of China",with information disclosure as the main means of public policy dissemination.With the resolution of the Third Plenary Session of the 18 th CPC Central Committee in 2013: the market plays a decisive role in resource allocation and better plays the role of the government.Under the transformation of government functions,it is necessary to transform the goal of public policies communication from “publicity” to reaching relevant stakeholders.In this paper,a variety of research methods,such as comparative method,interview and questionnaire are used.Based on the theory of bureaucracy,combined with the "gatekeeper" theory,comparing the two main paths of public policy communication: Based on the theory of "publicity" under organizational communication and "delivery" under mass communication,the analytical framework of this paper is constructed.Through the investigation,it is found that the themes of public policy in public service advertisements in Guangzhou Metro are various.The departments of party and government at all are the main publisher,and the forms of public service advertisements are diverse.The coverage of public service advertisements in the subway space is relatively high.The departments of party and government regard the public space of subway space as a platform for communication of public policy is because that the subway space is different from the relatively serious authoritative space.It wants to realize the emotional and behavioral changes of the public through the diversified forms of advertising to achieve the delivery of public policy communication.However,the effect of communication of public policies is still at the level that the public generally knows.The effect of public policy delivery is not good.The reason is that government departments use public service advertisements as a “public documentary” communication channel to the bureaucracy.The failure of the "open" organizational communication path to spread policy information: Firstly,the dual role of the party and government organs led to the dissemination of "public documentary style";Secondly,the failure of the legalized authority of organizational communication in the mass communication environment;Thirdly,It is lack of effective interaction with the public in the hierarchical feedback process of bureaucracy;Fourthly is the lack of effective linkage between the system within the organization and the system outside the organization.Changing the "publicity" communication path under the bureaucracy to the "delivery" propagation path is fundamental to improving the effectiveness of public policy communication.This requires transforming a single party and government department turn to a multi-disciplinary communication body,taking the public interest as a driving force for public policy communication,the opening and recycling of the communication process,and the improvement of the public policy communication system,clarifying the main responsibilities of all parties,thereby achieving public policy.The path of communication is shifted from the “publicity” the “delivery”.