突发公共危机中地方政府新闻发布的对话公关实践

Research on the Discourse Public Relation Practice of Local Government Press Briefings in Sudden Public Crisis

突发公共危机中地方政府的新闻发布是其社会治理能力的具体表现,也是一种致力于政民沟通、信息公开、舆论引导的重要公关实践方式。选取2020年上半年湖北、北京、上海、广东、浙江五个疫情防控重点省(市)召开的系列新闻发布会为研究对象,对地方政府应对突发公共危机的对话公话实践表现进行分析。研究发现:政府在突发公共危机中居于话语中心地位,发挥主导作用,媒体、专家、公众已具备主动参与对话的意识,但仍存在话语依赖或非理性表达等问题;新媒介技术为多元主体间的对话协商提供了条件,但对话潜力尚未得到充分挖掘;公共治理的理念贯穿于地方政府新闻发布工作之中,注重运用事实与价值结合的发布策略,力求协调各方共同参与治理,重塑社会共识。但也存在对话时机不佳、对话能力欠缺、话语互动不足等因素,阻碍多元主体间对话的畅通性。基于此,地方政府应当健全对话机制,转换对话思维,打造话语空间,增加对话频率。

The press briefing of local government in the sudden public crises is a concrete manifestation of its social governance capability and an important form of public relation practice of policical-civilian communication,information disclosure,and public opinion guidance.This article selects a series of press conferences held in five provinces(cities)for epidemic prevention and control in Hubei,Beijing,Shanghai,Guangdong,and Zhejiang as the research objects,and analyzes the press briefings of local governments in response to major public emergencies.Studies have found that the government is at the center of discourse in the communication of public crises and plays a leading role.The media,experts,and the public have the awareness to actively participate in dialogue,but there are still problems such as discourse dependence or irrational expression.New media technology provides conditions for dialogue and negotiation among multiple subjects,but the dialogue potential has not yet been fully realized.The concept of public governance runs through the press briefing of local governments,focusing on the use of strategies of facts and values combination,striving to coordinate all parties to participate in governance and reshaping the social consensus.However,there are also factors such as poor dialogue timing,lack of dialogue ability,and insufficient discourse interaction,which hinder the smoothness of dialogue among multiple subjects.Based on this situation,the local government should improve the dialogue mechanism,change the dialogue thinking,create chances for discourse and increase the dialogue frequency.