摘要
网络时代,政府公关借助互联网的新兴信息传播方式实现了迁移和转型,然而就目前我国政府网络公关模式而言,政府仍主要以重大事件、活动为契机,实施目的性较强的公关策划和传播,而这极易招致公众的质疑和反感。在公民主体性意识萌发的现代社会,有必要将复杂多变的社会心理机制纳入思考范畴,探索基于受众心理分析的政府网络公关策略。"学习中国"APP的推出,引发了"植入性公关"的思考,其领导人公关、文化资讯公关和多媒体多平台融合公关的新型公关模式为政府公关改革提供了借鉴思路。
In network era, with the emerging Internet information communication ways, government public relations have realized its own migration and transformation. However, in terms of the government public relations in our country, nowadays, our government still keeps mainly events and activities as opportunities and carries out public relations planning and communication with strong purpose, and this is very easy to be questioned and disgusted by the public. In modern society, citizens＇ consciousness of subjectivity germinate, it＇ s necessary to bring the complex and changeable social psychological mechanism into the category of thought and probe government network public relations strategies based on the analysis of the psychology of audience. The arise of Learn China APP has brought about thinking of product placement public relations. Its new public relations model Leader Public Relations, Cultural Information Public Relations and Multi Platform biultimedia Public Relations may provide some references for the government public relations reform.
出处
《安徽行政学院学报》
2016年第3期52-56,93,共6页
Journal of Anhui Academy of Governance
关键词
植入性公关
受众心理
政府网络公关
product placement public relation
psychology of audience
government network public relations
＂Learn China APP＂
