论政府与媒体在危机传播中的良性互动

The Positive Interaction between the Government and Media in the Crisis Dissemination

媒体作为同政府、公众共同架构起的互动系统,成为危机管理体系中不可缺少的一部分。当危机爆发时,要实现政府与媒体的良性互动,政府必须做出相应的调整,以积极的姿态来实现互动,发挥和利用媒体的功能,利用媒体开展政府公关,化危机为转机,塑造政府危机管理的新形象。

As the interaction system constructed between government and the public, the media has become the indispensable part of the crisis management system. When some crisis breaks out, the government must make adjustments for the sake of positive interaction between it and the media. It should achieve the interaction actively by exerting the media＇s functions, which can be utilized to carry out the governmental public relations, to turn the crisis for the better, and to mould the new image of government crisis management.