媒体融合环境下我国政府公共关系的优化路径

The Optimization Path of Chinese Government Public Relations in the Environment of Media Convergence

媒体融合推动着我国政治、经济、社会生活各领域发生深刻变革,在我国深入推进行政管理“放、管、服”改革以及党和政府主导的融媒体建设中,如何优化政府公共关系成为各方关注的焦点.本文分析了中国特色政府公共关系的特性,在媒体融合环境下面临的机遇和挑战,进而提出我国政府公共关系的优化路径.本文认为,构建适应融媒体传播特性的“服务型政府”,要拓展平台,塑造政府的良好形象;利用技术赋能,全方位为公众提供服务;疏通渠道,提升媒体的社会责任感和公众的媒介素养.

Media convergence is driving profound changes in various fields of my country's politics,economy,and social life.In the country's deepening of the reform of administrative management“decentralization,regulation,and service”and the construction of party and government-led converged media,optimizing government public relations has become the focus of attention.This article analyzes the characteristics of the three elements of government public relations with Chinese characteristics,the opportunities and challenges that government public relations face in the environment of integrated media,and hence proposes the optimization path of government public relations in our country.This article believes that to build a“service-oriented government”that adapts to the characteristics of the media's communication,it is necessary to expand the platform and shape the government's good image;use technology to empower the public to provide services and channels for the public;to unblock the channels to enhance the social re ponsibility of the media and the public.