领导者媒体沟通的理论依据与实现策略——基于政府传播学的视角

Theoretical Basis and Implementation Strategy of Leader's Media Communication:The Perspective of Government Communication

领导者媒体沟通不仅是一种沟通能力或者沟通技巧问题,更是一种执政能力与执政理念的体现。从美国政府传播的实践表明,政府官员对媒体沟通的重视程度已经上升到"新闻执政"的认识层面。从政府传播学的视角来分析,领导者媒体沟通实质上是为了使政府主导新闻议程设置,旨在牢牢把握舆论引导的主动权。我国领导者要实现从"应对媒体"到"媒体沟通"的转变,策略上必须建立媒体公共关系,即主要从新闻策划、新闻发布、应急传播以及与媒体一道做新闻上下功夫。

The leader＇s media communication is not only a kind of communication ability and communication skills, but also a re- flection of the governing ability and the governing idea. From the practice of the United States government communication, attention de- gree of government officials to the media communication has risen to the level of understanding of ＂governing by news ＂. From the gov- ernment communication perspective, the leader＇s media coanmmication is essentially in order to make the government leading news agen- da setting, to firmly grasp the initiative of leading public opinion. The leaders of our country to realize from the ＂deal with the media＂ to ＂media communication ＂, the strategy must be established media public relations, mainly from the news spread planning, news release, e- mergency communication and to work with media.