本文選題：公共事件 + 危機(jī)公關(guān)�。� 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：從抗擊SARS到汶川地震，我們國(guó)家在公共突發(fā)事件的處理和公共關(guān)系的維護(hù)上不斷的吸取經(jīng)驗(yàn)，總結(jié)教訓(xùn)。然而在一場(chǎng)聲勢(shì)浩大的四川什邡事件之后，對(duì)于各種欺瞞和不明確答復(fù)民眾一下子掀起憤怒的浪潮,這表明隨著網(wǎng)絡(luò)日益普及,信息的快速傳播，公眾要求越來(lái)越高,中國(guó)領(lǐng)導(dǎo)人在輿論控制上面臨日益嚴(yán)峻的形勢(shì)。官員在公眾場(chǎng)合的所言所為事實(shí)上代表的是公共權(quán)力的行使，從法理意義上講，公共權(quán)力的行使必須要公開、公正和透明，這是社會(huì)大眾對(duì)于政府行為的一種要求和希望。因此，養(yǎng)成正確的危機(jī)公關(guān)的意識(shí)，對(duì)于我國(guó)政府官員而言有著非常特別的意義。這些年在地方政府發(fā)生的挺多公關(guān)危機(jī)，大部分都與地方官員的恣意妄為、欺瞞百姓所導(dǎo)致的，嚴(yán)重?fù)p害了黨和政府的形象。 其實(shí)，危機(jī)公關(guān)已經(jīng)是現(xiàn)代政府的日常職責(zé)，當(dāng)公共事件發(fā)生時(shí),公眾就看政府領(lǐng)導(dǎo)人去解釋究竟發(fā)生了什么事,如何能夠減少危機(jī)的影響。不可避免的，評(píng)論家和政敵會(huì)借此時(shí)機(jī)指責(zé)官方的負(fù)責(zé)人及其應(yīng)對(duì)的對(duì)策，那么政府如何利用各式各樣的手段，通過政府與社會(huì)公眾之間進(jìn)行的雙向互動(dòng)溝通交流，，增進(jìn)公眾對(duì)政府的了解，以減輕或環(huán)緩解危機(jī)事件對(duì)社會(huì)造成的重大影響，從而維護(hù)政府形象，就成了我們要研究的重要內(nèi)容。政府領(lǐng)導(dǎo)人能否在戰(zhàn)略挑戰(zhàn)和政治風(fēng)險(xiǎn)中堅(jiān)定信念，挑戰(zhàn)中尋找機(jī)遇，也是對(duì)我們政府危機(jī)公關(guān)的一個(gè)考驗(yàn)。政府公關(guān)活動(dòng)中，以媒介之力向公眾傳播和解釋政府政策，努力形成良好的社會(huì)輿論環(huán)境。政府官員必須認(rèn)識(shí)到他們必須規(guī)避一切的錯(cuò)誤、失敗或者是圈套才能實(shí)現(xiàn)預(yù)計(jì)的效果，最終維護(hù)公民最基本的權(quán)利和利益，推進(jìn)社會(huì)主義和諧社會(huì)建設(shè)和服務(wù)型政府建設(shè)。 本文以我國(guó)地方政府危機(jī)公關(guān)為研究起點(diǎn)，從新公共管理理論角度進(jìn)行探析，以政府“經(jīng)濟(jì)人假設(shè)”為基礎(chǔ)對(duì)政府行為進(jìn)行分析，通過“四川什邡事件”對(duì)我國(guó)地方政府應(yīng)對(duì)公共危機(jī)時(shí)公關(guān)處理不當(dāng)?shù)确矫嬖蜻M(jìn)行研究，同時(shí)參考了國(guó)外的一些公關(guān)經(jīng)典案例，最后提出以新公共管理理論為工具的對(duì)策建議。
[Abstract]:From fighting SARS to Wenchuan earthquake, our country draws lessons from the management of public emergencies and the maintenance of public relations. However, after a huge incident in Shifang, Sichuan, the public suddenly started a wave of anger about all kinds of deception and lack of clear answers. This shows that with the increasing popularity of the Internet and the rapid spread of information, the public demand is getting higher and higher. China's leaders face an increasingly grim situation in controlling public opinion. What officials say and do in public actually represents the exercise of public power. In the sense of law, the exercise of public power must be open, fair and transparent, which is a demand and hope of the public for government action. Therefore, it is of special significance for our government officials to develop the correct awareness of crisis public relations. In recent years, many public relations crises have occurred in the local government, most of them have acted recklessly with the local officials, deceived the people and seriously damaged the image of the Party and the government. In fact, crisis public relations has become the daily responsibility of the modern government. When public events occur, the public will see the government leaders explain what happened and how to reduce the impact of the crisis. Inevitably, critics and political opponents will take this opportunity to blame officials and their countermeasures. How can the government use all kinds of means to communicate and communicate with the public through two-way interaction between the government and the public? To improve the public understanding of the government, to mitigate or to alleviate the crisis of the major impact on society, so as to maintain the image of the government, has become an important content of our study. Whether government leaders can firm their faith in strategic challenges and political risks and find opportunities in challenges is also a test for our government's crisis public relations. In the public relations activities, the government communicates and explains the government policy to the public with the power of the media, and makes great efforts to form a good public opinion environment. Government officials must realize that they must avoid all mistakes, failures or traps in order to achieve the expected results, and ultimately safeguard the most basic rights and interests of citizens, and promote the construction of a harmonious socialist society and a service-oriented government. This article takes our country local government crisis public relations as the research starting point, carries on the analysis from the new public management theory angle, takes the government "the economic man hypothesis" as the foundation to carry on the analysis to the government behavior. Through the "Shifang incident in Sichuan Province", this paper studies the reasons for the improper handling of public relations by local governments in our country in response to public crises. At the same time, it makes reference to some classic cases of public relations in foreign countries. Finally, the paper puts forward the countermeasures and suggestions based on the new public management theory.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：D63

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本文編號(hào)：2061998