短视频制造网红文旅局长所涉及的公共关系研究

A Study of Public Relations Involved in Short Video Manufacturing of Internet Celebrity Cultural and Tourism Directors

2023年新春伊始,越来越多的公职人员从幕后冲向台前,以一种独特的方式出现在短视频当中。公职人员通过短视频出镜的方式来塑造区域形象的情况并不常见,这是由于网红经济的发展和人民对创收增收的渴望,越来越多的文旅局开始重视到了短视频的作用。短视频让用户在互联网上际遇的同时,还能够引起公众进行互动和内容共创,这对于宣传区域旅游文化形象有非常良好的作用,所以各地文旅局长被塑造成“网红”。文旅局的这一行动也需要考虑诸多问题,如何处理好文旅局内部的公共关系,如何处理好文旅局和公众之间的关系,如何处理好文旅局与新老媒体之间的公共关系是相关政府部门需要考虑的重大事项。文旅局如果处理不好公共关系就会造成素质危机,形象危机和信任危机等,会严重影响到政府部门的权威性和地区的形象建设。所以,文旅局及相关部门要重视公共关系危机预防、谨防连带效应、提升公关危机应对能力,在获取线上流量的同时做好线下的旅游服务,为自己赢得一个良好的发展前景。

At the beginning of the Chinese New Year in 2023,more and more public officials rushed from be-hind the scenes to the front stage,appearing in short videos in a unique way.It is not common for public officials to portray the image of the region through short video appearances.This is due to the development of the Internet celebrity economy and the people’s desire to generate and in-crease income,more and more cultural and tourism bureaus have begun to pay attention to the role of short videos.Short videos allow users to meet on the Internet at the same time,but also can cause the public to interact and content co-creation,which is very good for promoting the image of regional tourism and culture,so the local cultural and tourism bureau is moulded into a“Internet celebrity”.This action of the CITB also needs to consider a number of issues,how to deal with pub-lic relations within the CITB,how to deal with the relationship between the CITB and the public,and how to deal with the public relations between the CITB and the old and new media is a major issue to be considered by the relevant government departments.If the Literature and Tourism Bureau does not handle public relations well,it will cause a quality crisis,an image crisis and a trust crisis,etc.,which will seriously affect the authority of government departments and the im-age building of the region.Therefore,Literature and Tourism Bureau and related departments should pay attention to the prevention of public relations crisis,beware of the collateral effect,improve the ability to deal with public relations crisis,and do a good job of offline tourism servic-es while obtaining the online traffic,so as to win a good development prospect for themselves.