政府危机公关的策略选择及其突破点——危机信息传播及其管理的视角

THE STRATEGIC CHOICE AND BREAKTHROUGH POINT OFGOVERNMENT CRISIS PUBLIC RELATIONS——CRISIS INFORMATION DISSEMINATION ANDITS MANAGEMENT PERSPECTIVE

政府公共关系是指政府机关展示其具备良好的“关系”管理能力的各项行政行为。政府危机公关则是政府在危机事件背景下各部门“关系”维护、改良的能力表现。公共危机情境下政府作为单一信息传播者的垄断地位受到严峻挑战且政府信息传播往往滞后于媒体,尤其是互联网技术的发展使信息传播产生出一个全新的危机传播领域。政府危机公关的策略既要从“稳定压倒一切”转变到“以人为本”,又要重视沟通文化;其危机管理的突破点应是积极掌控新媒体、把互联网打造成为危机公关策略实施的主要平台、设立各级政府媒介独立的危机之窗以搭建政府主导的危机沟通渠道。

Government public relations refers to the administrative actions of government organs showing their good“Relationship”management ability.The government crisis public relations is the government in the crisis event background each department“The relations”maintains,the improvement ability performance.Under the situation of public crisis,the monopoly position of the government as a single information disseminator is seriously challenged and the government information dissemination often lags behind the media.The strategy of government crisis public relations should change from“Stability is overriding”to“People-oriented”,and attach importance to communication culture,the Internet should be the main platform for the implementation of crisis public strategy,and the independent crisis window should be set up to build the government-led crisis communication channel.