新媒体环境下的政府危机公关外文翻译文献

新媒体环境下的政府危机公关外文翻译文献

(文档含英文原文和中文翻译)

翻译:

新媒体环境下政府危机公关的内核解读

[摘要]当今社会的一个特点是多种矛盾并存，社会矛盾的频发也是政府遭遇危机的一个主要原因，另一方面全新的媒体环境也在发生快速的变化，在面对复杂的媒体环境时，能否妥善处理危机事件，是目前政府执政能力的一大考验。本文主要针对处理危机公关的原则性的内核进行剖析，一改大多数研究者将关注度集中在新媒体环境的变化这一角

度，提出了自己的创新见解。

[关键词]政府危机公关；媒体环境；信心；诚心；决心

新媒体环境下政府危机公关是当前每个政府部门都应该高度重视的问题，一方面在转型时期群体性危机事件频发，非典的恐慌性蔓延，汶川地震、奶粉事件、动车事故等不断发生的危机事件，对政府的执政能力和社会稳定都是一个严峻的考验；另一方面，21世纪人类社会进入了一个全新的信息时代，人们的信息来源正在从传统的电视、报纸等媒体转变到互联网、手机、电子书等新兴媒体。微博、论坛、社区等一些全新的信息交流手段，使政府的公文发布和对外公关正在进入一个全新的模式。基于以上两点，政府的危机公关也就成为各个学者研究的热点。

一、概念解析

在对政府危机公关进行分析之前，首先要弄清楚危机的概念。根据美国学者罗森塔尔对危机的定义：危机就是对一个社会系统的基本价值观和行为准则架构产生严重威胁，并且在时间压力和不确定性极高的情况下，必须做出关键决策的事件。危机的特性有突发性、危害性、不确定性和两面性，危机一旦发生所带来的危害是非常严重的。因此，充分认识危机的含义及特点是处理好危机的首要前提。

所谓政府危机公关，就是政府在危机状态下，为了生存发展和顺利实现政府职能，通过传播沟通、塑造形象、平衡利益、协调关系等方式来优化社会心理环境、影响公众、化解危机的科学与艺术。政府危机公关属于公共行政管理过程和行为的一种，其重要功能是向公众提供真实且及时的有关危机事件的信息，并且采取多种措施将危机的危害降低到

最小，以赢得公众对政府现行公共政策和紧急处理措施的理解支持和配合，为进一步动员和调集社会资源对危机事件的处理打下舆论基础。

二、政府危机公关的误区

（一）大事化小，小事化了

“大事化小，小事化了”是我们很多政府官员对于危机的一贯态度，他们往往对危机存在侥幸心理，最好不发生，一旦发生就采用“围、堵、截”的方式，尽量不声张，悄无声息地处理掉，就像什么事情也没有发生过一样。其实，这是自欺欺人，群众的眼睛是雪亮的。更何况在当前如此发达的媒体环境下，政府是处在每个公众的监督之中的。微博、视频播客，这些无形的眼睛时时都在观察着社会的每一个角落，根本就不可能将已经发生的事情蒸发掉，

安徽官二代毁容事件，郭美美红十字会丑闻这些是典型例子。至于对危机的侥幸心理更是幼稚，危机是不可避免的。美国政治学家亨廷顿指出：“一个高度传统化的社会和一个已经实现现代化的社会，其社会运行是稳定而有序的，而一个处在社会急剧变动的、社会体制转轨的现代化之中的社会（即过渡社会），往往充满着各种社会冲突和动荡。”当前我国就处于这个转型过渡的时期，社会矛盾频繁发生，各种文化交织，难免会出现一些突发的危机事件。“大事化小，小事化了”的这种消极思想是政府进行危机公关首先要克服的，直面危机才是处理危机的正确态度。

（二）过于在公关手段上下工夫

信息时代的高速变化，政府现在都已深刻体会了，因此所采用的一

些新的公关手段也是层出不穷，官员开微博、现场网上解答公众疑问、和公众网络视频，或者是赞助各种网络选秀活动，参加冠名电视节目宣传城市形象等等。这些都是在新的媒体环境下政府的应对措施，可谓百花齐放，百家争鸣，从宣传造势的角度起到了积极的作用。当然，我们应该充分认识到媒体环境的变化对于政府危机公关的影响，很多学者也针对新的网络环境、媒体环境对于政府提出的挑战进行了大量的研究，提出了非常多的可行性建议。政府应该在认识到舆论媒体环境变化的同时，采取一系列的新型手段去应对，与时俱进，走电子政务的道路。但是我们不能本末倒置，一味地在方式方法上去做文章，下工夫，反倒忽略了政府危机公关的本质所在：政府对于危机应该以什么样的心态去对待。

三、政府危机公关的内核解读

在对政府危机公关的内核进行解读时我们先对危机进行分类，然后分类解读。根据前面对于危机的定义和特点，结合我国近几年来发生的危机事件的实例，我们将当前我国的危机事件分为三类：一是灾害类，主要是指一些自然灾害，地震、森林火灾、火山爆发、海啸、洪涝灾害、风灾等等。二是事故，主要是指一些人为因素导致的严重事故，如矿难、食品安全事故、交通事故、建筑事故、医药造假事故、公共安全事故、公共卫生事件等。三是行为，主要是指政府机关工作人员行为不检点，造成恶果的一些错误行为，官员行贿受贿、以权谋私、违法犯法、搞特权化等等。三类危机各自都有自己的特点，在进行危机公关时也都有不同，应该分类解读。

（一）灾害类危机公关——信心

灾害类危机最大特点是突发性，破坏性，一旦发生自然灾害，破坏性很强，且受到牵连的公众人数多，受害面积广，老百姓心理脆弱恐慌。这个时候对政府的危机公关要求就是要表信心，政府如果都乱套了，民众就更加恐慌，这种恐慌心理会使灾害的恶性影响更加严重。政府只有在处理这类危机时信心百倍，民众才能感到踏实，才能积极配合政府开展一系列灾后自救重建的措施。因此，政府的所有公关行为都应该围绕信心展开，处处彰显出处理灾害的满怀信心，用信心去鼓舞灾害民众重建的精气神。汶川地震就是这类危机中政府危机公关的一个非常成功的例子。

汶川地震受灾面积之广、涉及人数之多、情况之严重无需再赘述，今天谈起来人们都还心有余悸。我国政府在面对汶川地震这次危机时，正是靠信心实现了抗震救灾的胜利。党中央国务院在发生汶川地震的第一时间，沉着冷静，立即部署抗震救灾工作，兵分三路，一路由温家宝总理带领亲赴灾区，指挥抗灾，这对于灾区人民的心灵安慰是无法用言语代替的；一路解放军队伍排除万难全速向重灾区北川强行军，这对于灾区群众来说又是一大保障；另一路是新闻媒体全天24小时跟踪报道，调集全国各种资源，向灾区挺进，实现全民救灾，体现了中华民族一方有难八方支援的优良传统。这三条线路抗灾的部署，充分体现了我国政府在危机面前敢于直面危机，信心百倍地处理危机的大国风范，也是世界上危机公关成功的典型案例之一，世界各国媒体对中国政府在这次危机面前所表现出的信心和能力给予非常高的评价。事实也证明，政府在

处理危机时所表现出来的信心，感染了每一个受灾的群众，使他们勇于自救，增强了重树生活的信心，同时也感染了每一个中华儿女，使民族自豪感空前高涨，堪称爱国主义教育的最好形式。可见，信心是政府处理灾害类危机事件的内核，政府应该围绕信心开展一系列公关活动，借助当前的舆论环境宣传，尽快使人民恢复生产生活的信心，从而将灾害的损失降到最低。

（二）事故类危机公关——诚心

事故类危机处理的难点是最怕以讹传讹，对于事故原因、伤亡人数、财产损失人们往往容易道听途说，谣言四起，这种谣言传播的危害有时候比事故本身的损失还难以修复，公众会因此对政府持怀疑态度，继而对政府的救助措施采取抵触情绪，影响事故救助的进程，造成不必要的损失。因此，事故类危机公关的内核为诚心，政府在事故发生后，应该诚实地公布相关数据和救助过程，表明政府对待事故的诚心，给老百姓一个真实的交代和说法，不能采用“围、堵、截”的方式，进行掩盖遮掩。事实真相是不容置疑的，每个民众都有事实的知情权，遮掩只能是伤了民众的心，这种损失比物质上的损失更难去弥补。去年7月温甬线动车事故的处理就是一个反面教材。铁道部在这次危机公关时就犯了大忌，对于事故原因迟迟不给说法，对于伤亡人数及救助过程的答复总是忽略重点，避免要害，在回答记者质疑时也是朝令夕改，闪烁其辞，“不管你信不信，反正我信了”这种态度和做法，无疑就是传达给民众一个信息：铁道部在对于这次死伤人数众多的事故中缺少最为基本的诚心。因为少了诚心也就丢失了公众的信任支持，使自己成为民众支持率

最低的部门。尽管后来铁道部采取了众多弥补措施，但都很难改变公众的看法。正如一位网友在网上的帖子回复的，“事故发生了，并不可怕，老百姓希望的是尽快找到原因，避免下一次出现同样的事故”。诚心是政府进行事故类危机公关的出发点，诚心表明政府能够认识到自己的错误，承认错误，这样才能在今后的工作中改正错误。

（三）行为类危机公关——决心

行为类危机相对于其他两类的危机最大的特点是：它伤害的是民众的心。由于政府工作人员个人的不良行为，导致人们对政府工作廉洁性公正性的怀疑，这和政府提倡高效廉洁服务型政府的观点背道而驰。因此，政府在应对这种危机时，应该显示出决心，一定严惩这种行为，坚决采取措施杜绝这种现象，力求挽回政府的良好形象，为民众提供一个公平公正的办事环境。这类危机的处理相对也是最为困难和敏感的，也是目前我们党面临的严重问题。温家宝总理在今年两会后提出的“让权力在阳光下运行”正表明了党中央在反腐败中的决心，这也给老百姓吃了一颗定心丸。今后各级政府在面对老百姓的质疑时，应果断表示出处理的决心，坚决执行法律面前人人平等的准则，公开审理相关案件，借助新媒体环境，开展多种公关活动，公开接受公众的监督，让行政权力良性运作。

总之，政府在遇到危机开展公关活动时，如果能够坚持以信心、诚心和决心为原则，将心比心，再结合新媒体环境的特点，在方式方法上进行改进创新，相信肯定能够取得积极乐观的效果，得到公众的支持，形成一种良好的政府与公众的关系。

外文原文:

The core interpretation for Government crisis management

under new media environment

[Abstract]A variety of contradiction coexists and characterizes today's society. The frequency of social contradictions is one of the main causes for that government encounters various crises. On the other hand, the brand new media environment changes fast; in the face of a complex media environment, whether government can properly deal with crisis is a big test for government’s governing capacity. This article mainly aims at analyzing the principle core on how to deal with the crisis, The author puts forward his own innovative ideas which greatly differs from the most researchers who will focus their attention on the changes of new media environment,

[Key words] government crisis management, media environment, confidence, sincerity, determination

Each government department should pay great attention to the government crisis management under new media environment. On one hand, SARS, Wenchuan earthquake, Milk powder incident, Power train sets accidents occurred sequent; such frequently occurred group crisis during transition period are severe test of the government's governing capacity and social stability; On the other hand, human society enters a new information era in 21st century; the information source is transitioning from traditional television, newspapers and other media to the Internet, mobile phone, e-books and other emerging media. The brand new communication tools such as micro-blog, forum, and community make government document release and public relations entering a new mode. Based on the above two points, the government crisis management has become the focus of various studies.

A. Concept Analysis

We should clarify the concept of crisis before analyzing the government crisis management. The US scholar Rosenthal defines crisis as: the crisis is the basic value of a social system view and behavior criterion framework produces serious threats, and in the

time of pressure and uncertainty of the situation, we must make the crucial decisions of the event. Crisis characterizes with sudden, perniciousness, uncertainty and dual-aspect, and will bring serious damage. Therefore, it’s a prerequisite to fully understand the meaning and characteristics of the crisis to deal with crisis.

The so-called government crisis PR is a way that government under crisis optimize psychosocial environment, affect public, defuse crisis by communication, image-building, balancing interest, coordinating relations, for survival and development and fulfillment of government function. A government crisis public relation is a kind of public administration management process and behavior, and its important function is to provide true and timely information to public, and take various measures to minimize damage of crisis, to win the public understanding, cooperation and support of government's public policy and emergency treatment, in order to mobilize and the mobilization of social resources to the processing of the crisis event lay the basis of consensus of opinion.

B. Misunderstanding of the government crisis public relations

a) Quash the affair

“Quash the affair” is consistent attitude of ma ny government officials on crisis, and those officials often take changes by thinking crisis won’t occur. However, once crisis does occur, they will use way of "enclosing, tracking, and blocking" to handle crisis quietly as if nothing had happened. In fact, it is to deceive their selves and others, because people's eyes are sharp. Moreover, the developed modern media environment exposes the government under every citizen’s supervision. The invisible eyes such as micro-blog, video podcasts always watches every corner of society, therefore there is no way to hide the facts.

Anhui's two generation of disfiguring, Meimei Guo Red Cross scandal are typical examples. As for the crisis fluky psychology is very childish, crisis is inevitable, the American political scientist Huntington pointed out: "a highly traditional society and a have to realize the modernization of society, the society is stable and orderly, and a sudden change in the social transition, social modernization the society (namely Transitional Societ y), often full of all kinds of social conflicts and turbulence”. Current our country is in the transition period, social conflicts occur frequently, various cultures,

and there will inevitably be some unexpected crisis. "Quash the affair" is the government crisis public relations must first overcome; facing the crisis is the correct attitude to deal with the crisis.

b) Too much in public relations efforts

The rapid change in the information age, the government now has a profound experience, so some new public relations the method also emerge in an endless stream, official micro-blog site open, online answer doubt, the public and public network video, or sponsorship of various network draft activities, to participate in the crown TV programs to promote the city image etc. These are the measures, the government's new media environment is all flowers bloom together, contention of a hundred schools of thought, from the perspective of propaganda plays a positive role. Of course, we should be fully aware of the media environment change for the influence of government public relations crisis, many scholars in the network environment, the new media environment to challenge governments have done a lot of research, the feasibility of the recommendations put forward very much. The government should realize the media environment changes at the same time, take a series of new means to deal with, keep pace with the times, walking the road of e-government. But we can't have the order reversed, blindly to do the work, on the way up, but ignored the essence of government crisis public relations is: the government for crisis should to deal with what kind of state of mind.

C. The kernel of the government crisis PR

Interpretation in the public relations of government crisis kernel when we first classify the crisis, then the classification interpretation. According to the front for the definition and characteristics of the crisis, combined with our country in recent years and examples to crisis events, we will present our crisis events are divided into three categories: one category is the disaster, is mainly refers to some natural disasters, earthquakes, forest fires, volcano eruptions, tsunamis, floods, storms and so on. One is the accident, mainly refers to the serious accident caused some man-made factors, such as mining, food safety accidents, traffic accidents, construction accidents, medical fraud accidents, public safety, public health events. Third is the behavior of classes, mainly