重大事件政府新闻发布传播策略分析——以广州亚运会为例

Analyzing Strategies for Press Release of Government's Important Events——A Case Study of Guangzhou Asian Games

政府在重大事件中的新闻发布活动是树立政府形象的良好机会。2010年广州亚运会作为亚洲体坛盛会,是一次展示国家形象和广州城市形象的绝佳时机,其新闻发布策略与传播效果尤其值得关注。文章在系统阐述重大事件新闻发布传播策略的基础上,针对广州亚运会期间广东省及广州市政府新闻发布运行机制与传播策略进行分析,总结出包括制度规范、主题制定、模拟演练,现场应对、舆情监测等传播策略,并对其效果进行分析。

It is a good opportunity for the government to establish its image in the news release activities. The 2010 Guangzhou Asian Games as a sports event in Asia, is a showcase of the national image and the image of Guangzhou city. Its press re/ease strategT and dissemination effects are worth particu/ar concern. Based on a systematic illustration of the communication strategies for major events, this paper studies the press release mechanisms of Guangzhou Asian Games held in Guangzhou City, and analyzes the strategies for news dissemination adopted by the govern- ments of Guangdong province and Guangzhou city and their effects. It has been found that strategies used include setting up a rigid system, defining themes and related policies, carrying on simulation exercises and on-spot respon ses and monitoring public; opinions