政府危机公关的求索:机制与方法

The Public Relations Pursuit of the Government Crisis:Mechanisms and Methods

政府危机公关必须从当前政府管理实践出发,在现有管理体制内探索有效的机制、原则与方法。一个有效的整合传播机制包括树立对于媒体的正确认识,建立媒体传播渠道整合机制和建立媒体传播受者整合机制。整个政府危机公关的过程,可以综合运用包括稀释焦点、议题引导、诚恳致歉、信息给喂、权威委托和网络互动等六个方法。

The public relations of government crisis must proceed from the current management practice of government,within the existing management system to explore the effective mechanisms,principles and methods.An effective and integrated communication mechanism includes the correct understanding of the media,the establishment of the media integrated mechanisms of the media channel and of the media recipients.In the entire process of the public relations of government crisis,we can comprehensively use such six methods as diluting the focus,issues guidance,sincere apology,information to feed,authority delegation and network interaction.