新媒体环境下政府危机公关策略研究

发布时间：2018-06-30 03:08

本文选题：新媒体 + 公关危机　；参考：《华东政法大学》2014年硕士论文

【摘要】：20世纪90年代以来，随着信息技术的高速发展和广泛运用，以移动互联网为代表的新媒体技术正在深刻改变着人们的生活态度和生活方式，对各国的政治、经济、文化、思想等诸多领域都产生了非常重大的影响。数字化的新媒体技术在信息传播上突破了传统媒体的有限性和局限性，具有交互性、共享性、开放性和无限性等新型特征，迅速渗透到人类社会的方方面面，也为政府部门提供了新的管理工具，同时也对传统管理模式提出了挑战。本文在阐述和探讨新媒体的概念、分类、受众特征以及政府危机公关的概念、特征等相关理论的基础上，以新媒体对传统危机公关的影响为切入点，以新媒体中最具代表性和影响力的移动互联网为重点，以“水困余姚”这一危机公关事件为典型，指出当前新媒体环境下政府危机公关策略方面的得失，并在借鉴国外政府相关经验的基础上，提出针对这些问题相应的建议与策略。本文的分析表明，我国政府部门利用新媒体进行危机信息传播和危机处理的能力还有待进一步加强，在思想观念方面，应当抛弃经验主义和主观判断，树立正确的危机意识观，明确危机公关的基本原则；在法律制定方面，应当加强危机公关和新媒体方面的立法工作，完善相应法律法规体系；在机制建设方面，应尽快建立健全危机管理机制和信息公开机制，明确各部门在危机公关中的责任；在人才培养方面，应当配备危机公关专业人员，通过培训等方式提升其运用新媒体技术的能力；在参与主体方面，政府部门应重视非政府组织、社会公众以及国际力量在危机处理中的作用，，提高多元社会主体的参与度，形成合力公关化解公共危机。
[Abstract]:Since 1990s , with the rapid development of information technology and extensive application , the new media technology represented by mobile Internet is profoundly changing people ' s attitude and way of life , which has exerted great influence on the politics , economy , culture and thought .

Based on the discussion and discussion on the concept , classification , audience characteristics of the new media and the concept , characteristics and other related theories of the government crisis public relations , this paper focuses on the influence of the new media on the traditional crisis public relations .

The analysis shows that the ability of government departments to use the new media to carry out crisis information dissemination and crisis management is still to be further strengthened . In the aspect of ideology , empirical and subjective judgments should be discarded , and the basic principles of crisis public relations should be clearly established .
In the formulation of law , the legislative work of the crisis public relations and the new media should be strengthened , and the corresponding laws and regulations should be perfected ;
In terms of mechanism construction , we should establish and perfect crisis management mechanism and information disclosure mechanism as soon as possible , and clarify the responsibilities of various departments in crisis public relations ;
In talent training , it should be equipped with crisis public relations professionals to improve their ability to use new media technology through training , etc .
In terms of participation subject , government departments should attach importance to the role of non - governmental organizations , the public and international forces in crisis management , improve the participation of multi - society subjects , and form resultant public relations to resolve public crisis .
【学位授予单位】：华东政法大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D630-39

【共引文献】