危机舆论场中不同主体的公关角色分析

The Role Analysis of Different PR Subjects in Public Opinion Context of Crisis Events

突发事件、危机事件是对日常社会秩序的最大挑战,也是党政部门、企事业单位维护自身形象、巩固管理权威的良好机遇。在危机事件中,舆论场正向力量的来源取决于三种人的表现,即各级单位的领导、宣传公关人员和新闻发言人。单位的主要领导要扮演好责任人与舆论领袖的角色,赢得上级部门的支持,发挥舆论领袖作用,勇于承担危机的相应责任。信息宣传部门要疏通信息渠道,通过媒体报道赢得公众信任,争取"第三方力量",重建信任化解危机;新闻发言人要研究制度性身份的特点,用权威发布赢得民心;党政部门、企事业单位只有统筹好三方力量并进行合理分工,统筹调动各类社会资源,才可能用最经济的手段,在最短的时间内将危机控制在最小的范围,维护和再造党政部门良好的公共形象。

Crisis events and emergency pose the biggest challenges to everyday social order,as well as the good opportunities of departments of the party,government,unit of enterprises and institution to maintain their image and consolidate their management authority.In the event of a crisis,the source of the positive force of the public opinion field depends on the performance of the three kinds of people,that is,leaders of all levels,publicity and public relations staff and news spokesman. The main leaders of the all levels should be responsible for the role of good leaders of public opinion,win the support of higher authorities,play the role of the leaders of public opinion,and bravely take the responsibility of the crisis. Efforts should be made by Publicity Department to widen the channel of information,win the public trust through the media,abide by the primacy effect to open the 'moral window'of crisis; open up multiple channels to start a rolling release of crisis information; and strive for the 'third force'to rebuild trust to defuse the crisis. News spokesman attempts to study the characteristics of institutional identity to win the hearts of the people by the release of the authority based on a carefullyprepared press conference; the spokesman grasps the social psychology of the public,shapes personality charm and abandons the bureaucratic spirit. Party and government departments,enterprises and institutions must co-ordinate three forces and reasonably divide them and mobilize all kinds of social resources,if they are to control the crisis within the smallest scope by the use of the most economical means and in the shortest period of time,or to maintain and reengineer a good public image of the government departments.