A Comparative Study about Public Relations Mode on Network of Local Government
|School||Guangdong Ocean University|
|Keywords||Local government Public relations mode Bilateral-active-guiding network public relations|
It had more than 30 years of reform and opening, our government’s governance environment has changed dramatically. Every aspects of socialism has achieved rapid development, China’s socialist market economy has become an important part of economic system,socialist democracy and legal system improving and turn to be perfect,harmonious society become the next major goal of China’s future social development. The new environment has brought great opportunities and unprecedented challenges. For facing it, our government how to really grasp the pulse of the times, give good guidance of society transformation, resolve a variety of interest barriers and social contradictions, reshape the service-oriented government, establish a good image and harmonious public relations, become an important historic issue.With the development of information society, China as one of the largest Internet users in the world, how to strengthen the network monitoring, grasp the public opinion in network, use the network platform, integrate network resources, promote the ruling party and government’s policy and political philosophy, eliminate damage of image and credibility of the government from the negative remarks and individual social problems, is also an urgent practical problems need to be resolved.Based on previous studies, In this paper, we choose the Network of government public relations as a research topic, on the perspective of public relations models. Summarize the existing modes, propose new criteria for the classification. And compare it on theory and empirical. Finally, integrate all models,proposed the Ideal model of good government should have and its basic characteristics, thinking, principles and countermeasures of construction. For the development direction of Chinese Government network public relations practice.In introduction section, outlined the background and significance of research on this article, and then to analyze the research situation at home and abroad, finally, propose the framework of this article, made possible innovation.Part 2 is the theoretical basis of this article. Divided into four sections focus on the Government networks concept, form, function and influence factors of public relations. From policy, resources, culture, society and technology 5 areas elaborated on the Government networks public relations impact, built for Division of the models below and provide a theoretical basis. Part 3 talks about the network mode of public relations proposed by the Government, Constitution and type analysis. First initiated the concept of government network public relations model, and analysis of its intrinsic mechanism of formation and the background environment, summary added the last on the existing mode of classification, based on Government public relations attitude to standards of the new pattern classification-of-Active-type, Easy type, Perfunctory type and Unconcerned type.Part 4 study the network PR model on the attitude of Government. On the basis of typical cases analysis about advantages and disadvantages of the four modes, outlined the basic characteristics, consolidate all the standards and patterns, make ideal mode of Government Network PR types mode of the bilateral-active-guiding network public relations.Part 5, built the mode of the bilateral-active-guiding. This is the core of this paper. First of all, defining the connotation and characteristics of the mode dual-active-guiding, for everyone has a clear understanding. Then advance its ideas and principles to build.Part 6, give the countermeasures of construction. From the network carrier, multimedia integration, network environment clean and legal system building, e-Government and information opening, web portal and supervision of network institutions 5 aspects construct the mode of bilateral -active-guiding, for local government as a reference.