Research On The Management Of Government Issues In The Crisis Communication Of Public Health Events Under The New Media Environment

With the continuous development of China’s medical industry,vaccines play a vital role.However,the outbreak of the Changchun Changsheng vaccine in cident has caused domestic vaccines and government supervision departments to encounter an unprecedented crisis of trust.With the ferment of public opinion,people are not only concerned about punishing the enterprises and related personnel involved,and strengthening drug supervision.Many people begin to question the significance of vaccination,and even some people claim to bring the development of medical and health services to the road of "privatization" and "marketization".Similar public health events have occurred frequently at home and abroad in recent years,which have brought a lot of threats and damages to social economy and people’s life,and also caused a lot of public opinion storms.With the development of new media,everyone can receive information and express opinions in real time.The speed of information dissemination is faster and faster,and the content of information dissemination is more and more complex and changeable.To some extent,it intensifies the fermentation of government public opinion in the crisis communication of public health events.Once the publicissues about the public interest,it will cause thousands of public attention and forwarding,and will soon become the center of the storm of public opinion.Therefore,in the new media environment,it is an urgent need for the government to improve its governance ability to improve the issue management ability and strengthen the monitoring and guidance of crisis issues.In this paper,using the relevant theories of public relations,communication and public management,using the methods of literature research and case study,taking the long-term vaccine event as a case,the author analyzes the performance of government issue management in the crisis communication of public health events as a whole,and improves the strategies of government issue management in view of the existing problems.On the basis of fully expounding the origin and significance of the research,introducing the theoretical basis of the subject in detail,and systematically combing the research status at home and abroad,This paper studies from the following four aspects: firstly,this study uses public relations as the theoretical basis to sort out the connotation and characteristics of public health crisis and crisiscommunication.And this paper focuses on the connotation of issue management and the importance of strengthening issue management in the public health crisis communication.Secondly,this study takes the "Changsheng vaccine incident" as an example,first analyzes the evolution of issues in different cycle stages,then analyzes the agenda setting of the government,the media and opinion leaders.Thirdly,based on the case study,this paper makes a comprehensive analysis of the government’s issue management practice in the public health event crisis communication,and finds that the government’s issue management in the public health event crisis communication has both positive exploration and some problems.Fourth,this study combined with the problems and causes of government issue management in public health crisis communication,and finally put forward effective strategies to improve the issue management mechanism.