Study On Media Operation Of Crisis PR Of Court

Since the early 21~stt century,crisis PR has been a compulsory course for government.The credibility and public image,which can be easily affected by mishandling of public crisis,are crucial for government.As for the court,the crisis will directly result in public questioning of judicial work,and even lead to doubts about the authority of judicial system.In recent years,with the rapid development of mass media,the access to trial information has been much easier.On the other hand,it is noted that the information could be wide spread in an extremely short time,in which case,if the truth cannot be promptly released to the public,false information will prevail.For the court,the outcome of misleading information is uncontrollable and unpredictable,and could probably trigger the media trial.Crisis PR,which provides a new way to deal with the relationship between judicial and public opinion,emerged in response.When confronting questioning from the public,the ability of media operation is crucial for effectively circumventing the risk and keeping the situation under control.How to improve the ability of media operation in crisis PR has therefore become an important topic.Based on case study,interview,and data studies,the author have conducted a preliminary study on crisis PR for court by applying principles of public relations and crisis cycle,and take the“May 7th”case in Hangzhou as an illustration.Firstly,the basic concepts for crisis,crisis PR,media trial and relevant viewpoints are introduced.Secondly,the overall situation of the public opinion towards juridical issues in recent years,the relationship between the court and the media,and current situation of media public relations in court are analyzed.Thirdly,in the case study of“May 7th”incident in Hangzhou,by adopting crisis cycle theory and crisis PR theory,the problems and corresponding reasons for the court in dealing with the crisis are summarized.And then,internal and external problems faced by juridical system in crisis PR are discussed.Last,suggestions on coordinating traditional and new media,communicating with the media at different stages of the crisis using different strategies,and avoiding media trials are proposed.