网络媒体环境下政府公关观念与公关策略

III摘 要随着网络媒体环境的不断发展，网络媒体已深入到我们生活工作的方方面面，上到政府工作，下到公众衣食。近年来随着网络媒体给我国政府带来了大大小小不同类型的公关事件，政府如何在网络媒体环境下积极应对并有效处理公关事件，并利用网络媒体公关推动政府工作，已成为了社会的主流问题。本文将通过分析研究网络媒体环境下政府所面临地公关形势，明确网络媒体环境下政府公关存在的关键问题，以及网络媒体环境下政府应具备的公关观念、网络媒体环境下政府应对公关事件的策略及技巧等问题，真实了解网络媒体环境下政府的公关观念与公关策略，帮助政府公关工作的开展，同时政府如何将网络媒体应用到政务工作处理中实现“政府 +公关”工作模式也是本文主要探究的问题。最终通过对网络媒体环境下政府的公关观念与公关策略相关问题的研究，帮助我国政府在网络媒体环境下不断培养自身公关素养，提高自身公关能力，推动相关工作展开，塑造廉洁威严且灵活高效的政府形象，进而保障社会稳定和谐发展。关键词：网络媒体；政府；公共关系IVABSTRACTWith the continuous development of network media environment, network media has penetrated into all aspects of our life and work, from government work to public food and clothing. In recent years, with the network media bringing different types of public relations events to our government, how to deal with public relations events actively and effectively in the network media environment, and how to use the network media public relations to promote the government's work, has become the mainstream of the society. This paper will analyze and study the forms of public relations faced by the government in the network media environment, clarify the key problems existing in the public relations of the government in the network media environment, as well as the public relations concepts that the government should have in the network media environment and the strategies and skills that the government should have in response to public relations events in the net...