新闻发言人在突发事件报道中的积极作用——以“三鹿奶粉事件”报道为例

On Positive Roles of News Spokesperson in Paroxysmal Incident Report——A Case Study of "SanLu Milk Powder Incident" Report

在信息时代,当突发事件被媒体以一定规模连续传播,突发事件就可能演变为媒体事件,突发事件中隐藏的危机便会爆发,给社会带来更大的混乱和伤害。新闻发言人要引领媒体舆论去化解突发性重大事件中隐藏的危机,就应该发挥其积极作用,努力做到及时公布权威信息,遏制谣言蔓延,使事态向好的方向转化;掌握主动,真实发布新闻信息,以稳定社会秩序;发布内容中应包含真诚的人文关怀和有效的救助举措,做社会危机的"灭火器"。

In the information age, when the thunderbolt is disseminated continuously by the media to the certain degree, it will become the media event, which will trigger crises and bring a bigger confusion and the harm to the society. The news spokesperson should play their positive roles by using the media to melt the hidden crisis and announcing the prompt authoritative information to prevent rumors. Sincere humanistic concern and the effective action should be included in the announcement in order to make the social crisis ＂the fire extinguisher＂.