政府机构官方微博在政府公共关系中的运用研究

发布时间：2019-06-10 11:34

【摘要】：随着互联网技术的发展,“微博3.0”时代的到来,有关微博的各种应用也更为广泛地深入到社会公众的日常生活中来。政府机构官方微博作为政务微博的一大重要分支,微博数量也日益庞大。政府机构官方微博的出现,不仅为政府部门和社会公众之间进行沟通与交流搭建了新的平台,更在引导社会舆论、塑造政府形象等方面发挥着重要作用。然而,政府机构官方微博在政府公关活动的运用过程中,也不可避免的在信息传递的内容、信息传递的效率、以及信息传递的影响力等方面存在不少问题。特别是在目前我国正由“管理型”政府向“服务型”政府转变的背景下,政府机构官方微博作为政府部门进行公关活动的重要工具之一,对它的未来发展提出了新的要求。对政府机构官方微博在政府公共关系中的运用研究,不仅要求其能在在政府常态公关活动中做好相关信息的传递与交流,还要在政府危机公关活动中,对公共危机事件做到及时高效的应对和处理。只有政府机构官方微博在不同的政府公关活动情境中都能良好应对,才能实现其作为政府公关活动的重要工具的作用。这既是衡量政府机构官方微博在政府公共关系活动中的运用效果的重要指标,也是促使政府部门及其工作人员提升对政府机构官方微博的重视程度和管理能力的重要因素。对政府机构官方微博在政府公共关系中的运用研究,不仅能对政府机构官方微博在政府公共关系中的运用情况有着基本全面的了解,而且通过对政府机构官方微博在政府公关活动中存在问题的分析,可以更好的把握其在政府公共关系中的运用策略,从而更好地发挥政府机构官方微博在政府公关活动运用过程中的媒介工具作用。本文的研究内容主要由六大部分构成：第一部分介绍了本文的研究背景和研究意义,对国内目前的研究现状以及本文的研究方法都做出了详细介绍。第二部分围绕政府公共关系做出了相关的知识概述；第三部分则是介绍了政府机构官方微博在政府公共关系中的基本情况；第四部分选取“@上海发布”作为研究对象,通过对其在政府部门常态和危机公关两种具体情况下的研究,分析“@上海发布”在政府公关活动中存在的问题；第五部分针对上一部分存在的问题,从微观和宏观两个方面提出相应的策略。最后一部分作为本文的结语部分,对文章的主要内容进行了归纳,并指出文章存在的不足之处。
[Abstract]:With the development of Internet technology and the advent of Weibo 3.0 era, various applications of Weibo have been more widely used in the daily life of the public. As an important branch of government Weibo, the official Weibo of government agencies is also increasing in number. The emergence of the official Weibo of government agencies not only sets up a new platform for communication and communication between government departments and the public, but also plays an important role in guiding public opinion and shaping the image of the government. However, in the process of using the official Weibo of government agencies in government public relations activities, there are inevitably many problems in the content of information transmission, the efficiency of information transmission, and the influence of information transmission. Especially under the background that our country is changing from "management" government to "service" government, the official Weibo of government agencies, as one of the important tools for government departments to carry out public relations activities, puts forward new requirements for its future development. The research on the application of official Weibo in government public relations requires it not only to transmit and exchange relevant information in the normal public relations activities of the government, but also in the public relations activities of the government crisis. Respond to and deal with public crisis events in a timely and efficient manner. Only the official Weibo of government agencies can deal with it well in different situations of government public relations activities, in order to realize its role as an important tool of government public relations activities. This is not only an important index to measure the effect of the official Weibo of government agencies in government public relations activities, but also an important factor to promote the importance and management ability of government departments and their staff to the official Weibo of government agencies. The study on the application of government agency official Weibo in government public relations can not only have a basic and comprehensive understanding of the application of government agency official Weibo in government public relations. Moreover, through the analysis of the problems existing in the government public relations activities of the official Weibo of the government agencies, we can better grasp the strategy of its application in the government public relations. In order to give full play to the official Weibo of government agencies in the use of government public relations activities in the process of media tools. The research content of this paper is mainly composed of six parts: the first part introduces the research background and significance of this paper, and introduces the current research situation and methods in China in detail. The second part gives an overview of the relevant knowledge around the government public relations; the third part introduces the basic situation of the official Weibo of the government agencies in the government public relations. In the fourth part, "@ Shanghai release" is selected as the research object, and the problems existing in the government public relations activities of "@ Shanghai release" are analyzed through the research on its two specific conditions: the normal state of the government department and the crisis public relations. The fifth part puts forward the corresponding strategies from the micro and macro aspects in view of the problems existing in the previous part. The last part, as the conclusion of this paper, sums up the main content of the article and points out the shortcomings of the article.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：D630

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