A Study On The Communication Strategy Of Goverment Affairs "Nanjing Release"

This paper aims to study the periodic events in official micro-blogging--how to build communication strategies to improve the communication effect?The author used literature method and empirical method,researching the "Nanjing release" about periodic events--"National memorial day" subject.It is concluded that official micro-blogging about periodic events of communication strategy.On this basis,building "Nanjing release" dissemination strategy model of periodic event to explore the "Nanjing release" communication strategy.It also deeply analyzes how the index of each component affects the effect of communication.First of all,choosing the agenda-setting theory and symbolic interaction theory as a theoretical tool.The influencing factors of the communication strategy of "Nanjing release" were summarized as the content of micro-blogging,the form of micro-blogging publishing,the interactivity of micro-blogging,the credibility of micro-blogging,and the affinity of micro-blogging.At the same time,giving four factors of each index.Secondly,relevant micro-blogging are selected as data according to the standards.Through principal component analysis,components of the communication strategy of official micro-blogging for periodic events are obtained.Then,the correlation between the evaluation indexes and the communication effect of official micro-blogging is obtained.Finally,a general model of the communication strategy of "Nanjing release" about periodic events is constructed.According to the research,there are eight main factors influencing the communication strategy of "Nanjing release" about "National memorial day" interactivity,affinity,micro-blogging content,credibility,micro-blogging emotion and authenticity,micro-blogging release form and release rhythm.At the same time,the index of each influencing factor is also obtained.The interactive index is content quality and business relationship network.The index of affinity is audience-centered and convenient.The evaluation indexes of micro-blogging contents are topicality,originality and block tag.The index of credibility is responsibility and professionalism.The evaluation index of micro-blogging emotion is discourse style,opinion expression and attitude.Authenticity is measured by communication;The evaluation index of micro-blogging publishing form is the publishing time and content form.There is only one indicator of release rhythm.The study also obtains the general function of the communication effect,so as to explore the positive and negative correlation between each indicator and the communication effect.As the research object of this paper."Nanjing release" belongs to the official micro-blogging,and the topic of "National memorial day" is a periodic event.Therefore,this paper puts forward relevant countermeasures and suggestions on how to build communication strategies to improve the communication effect of the official micro-blogging about periodic events.