公共危机中的政府形象管理研究
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摘要
改革开放以来,我国经济社会进入了高速发展时期,伴随着经济社会高速发展而出现的现有资源稀缺与分配不均必然导致公共危机事件频发。我国现阶段正处于公共危机事件的高发期。面对公共危机事件,政府为了争取公众对政府工作的理解和支持,使得政府能够在最短的时间内调集各种社会资源并组织实施危机应对政策,充分化解危机并将危机造成的损失降至最低。在这一过程中,政府形象的好坏以及政府影响力的高低就会影响到公众对政府化解危机的期望值,并影响公众对政府危机政策配合程度的选择。
公共危机中的政府形象管理是新公共管理领域的新视角,政府形象是构成一个政府公共管理软实力的重要组成部分。政府形象的衡量标准有三项内容:知名度、美誉度、信任度,一个政府享有的知名度、美誉度、信任度高低的程度是决定政府的政策、目标、意图能否为社会公众所接受并能否广泛参与执行的一种重要因素。而公共危机中的政府形象管理是一项系统工程,它不仅仅要依赖于常态政府治理模式下政府形象的构建与规划,还得益于危机管理过程中的有效应对。所以,本文将从危机应对作为切入点,再结合常态下的政府形象管理来论证公共危机中的政府形象管理这一议题。
公共危机会对政府形象造成一定影响,政府形象也制约公共危机的管理。正因为政府形象管理和危机管理二者是相辅相成,辨证统一的关系。所以,本文既分析了公共危机管理对政府形象的影响,也分析了政府形象管理对化解公共危机的作用。另外,本文对于公共危机中构建良好政府形象的原则和路径进行了新的分析和探讨,提出了公共危机中构建良好政府形象的原则,指明了促进公共危机管理和政府形象良性互动的政府形象管理的新路径。
本文的核心观点是,公共危机中的政府形象管理是一项长期的、系统的工程,它不仅仅要依赖于常态政府治理模式下的政府形象的规划与构建,还要积极健全危机预警机制和危机应对机制,从而形成政府形象管理与危机管理的良性互动。
Since the reform and opening policy, the economic and social of our country have entered a period of rapid development, the occurrence of existing shortage of scarce resources and unequal distribution accompanied with rapid economic and social development will inevitably lead to frequent public emergencies. The country is on the stage of high-incidence season of public events. On the face of sudden crisis situations, in order to win public understanding and support of the government's work and to enable the government to mobilize social resources to fully resolve the crisis and the loss caused by crisis to a minimum in the shortest time as soon as possible. In this process, the image and the level of the government influence will affect the public's expectations of the government to defuse the crisis to some extent, and to influence the cooperation of the public of the government policy of the crisis public relations.
Government image management is the new perspective of new public management in public crisis, government image is an important component of soft power of public Administration. There are three elements to measure the government image: reputation, trust, reputation, the degree of a government enjoying popularity, trust, reputation is an important factor to determine if the government can be accepted and broad participated in the implementation for the society of it’s objectives, policies, intentions. The public image of the government crisis management is a systematic, it is a difficult task. It not only depends on the image of the government building and planning under normal mode of governance, it will also benefit from an effective response during a crisis. Therefore, this article will take crisis response as an entry point, combined with image of the government under normal management to prove the image of the government management public crisis in the subject.
The public image of the government crisis will cause some impact on the government's image, also the government's image will restrict the public crisis management. Precisely because the government's image management and crisis management, the two are complementary, dialectical relationship between unity. Therefore, this article analyzes both the public image of the government crisis management influence and the role of image of the government management to resolve public crisis. In addition, the paper carries on a new investigation and analysis of principles and the path to build a good image of the government in the crisis., it proposes the relevant principles to response for crisis for the government to build good image, and points out the path to motivate the positive interaction of public crisis management and image of the government building.
The key point of this paper is that the government public crisis image management is a long-standing and systematic project , it depends not only on normal mode of governance under the image of the government's plans and construction,but also to actively improve the crisis early warning system and crisis response mechanisms, to form the image of the government management and crisis management simultaneously.
公共危机中的政府形象管理是新公共管理领域的新视角,政府形象是构成一个政府公共管理软实力的重要组成部分。政府形象的衡量标准有三项内容:知名度、美誉度、信任度,一个政府享有的知名度、美誉度、信任度高低的程度是决定政府的政策、目标、意图能否为社会公众所接受并能否广泛参与执行的一种重要因素。而公共危机中的政府形象管理是一项系统工程,它不仅仅要依赖于常态政府治理模式下政府形象的构建与规划,还得益于危机管理过程中的有效应对。所以,本文将从危机应对作为切入点,再结合常态下的政府形象管理来论证公共危机中的政府形象管理这一议题。
公共危机会对政府形象造成一定影响,政府形象也制约公共危机的管理。正因为政府形象管理和危机管理二者是相辅相成,辨证统一的关系。所以,本文既分析了公共危机管理对政府形象的影响,也分析了政府形象管理对化解公共危机的作用。另外,本文对于公共危机中构建良好政府形象的原则和路径进行了新的分析和探讨,提出了公共危机中构建良好政府形象的原则,指明了促进公共危机管理和政府形象良性互动的政府形象管理的新路径。
本文的核心观点是,公共危机中的政府形象管理是一项长期的、系统的工程,它不仅仅要依赖于常态政府治理模式下的政府形象的规划与构建,还要积极健全危机预警机制和危机应对机制,从而形成政府形象管理与危机管理的良性互动。
Since the reform and opening policy, the economic and social of our country have entered a period of rapid development, the occurrence of existing shortage of scarce resources and unequal distribution accompanied with rapid economic and social development will inevitably lead to frequent public emergencies. The country is on the stage of high-incidence season of public events. On the face of sudden crisis situations, in order to win public understanding and support of the government's work and to enable the government to mobilize social resources to fully resolve the crisis and the loss caused by crisis to a minimum in the shortest time as soon as possible. In this process, the image and the level of the government influence will affect the public's expectations of the government to defuse the crisis to some extent, and to influence the cooperation of the public of the government policy of the crisis public relations.
Government image management is the new perspective of new public management in public crisis, government image is an important component of soft power of public Administration. There are three elements to measure the government image: reputation, trust, reputation, the degree of a government enjoying popularity, trust, reputation is an important factor to determine if the government can be accepted and broad participated in the implementation for the society of it’s objectives, policies, intentions. The public image of the government crisis management is a systematic, it is a difficult task. It not only depends on the image of the government building and planning under normal mode of governance, it will also benefit from an effective response during a crisis. Therefore, this article will take crisis response as an entry point, combined with image of the government under normal management to prove the image of the government management public crisis in the subject.
The public image of the government crisis will cause some impact on the government's image, also the government's image will restrict the public crisis management. Precisely because the government's image management and crisis management, the two are complementary, dialectical relationship between unity. Therefore, this article analyzes both the public image of the government crisis management influence and the role of image of the government management to resolve public crisis. In addition, the paper carries on a new investigation and analysis of principles and the path to build a good image of the government in the crisis., it proposes the relevant principles to response for crisis for the government to build good image, and points out the path to motivate the positive interaction of public crisis management and image of the government building.
The key point of this paper is that the government public crisis image management is a long-standing and systematic project , it depends not only on normal mode of governance under the image of the government's plans and construction,but also to actively improve the crisis early warning system and crisis response mechanisms, to form the image of the government management and crisis management simultaneously.
引文
①颜如春.《现代政府形象管理》[M].成都:四川大学出版社.2004,1页.
①张小明.《公共部门危机管理》[M].北京:中国人民大学出版社.2001,9页.
②高鹏程.《危机学》[M].北京:社会科学文献出版社.2009,201页.
③颜如春.《现代政府形象管理》[M].成都:四川大学出版社.2004,209页.
④张成福.《公共危机管理:全面整合的模式与中国的战略选择》[J].中国行政管理,2003.
⑤吴兴军.《公共危机管理的基本特征与机制构建》[J]华东经济管理.2004,18(3).
①王学军.《预警、反应与重建:当代中国政府危机管理体系的构建》[J].理论探索,2004.
①詹文都.《政府公共关系》[M].广州:华南理工大学出版社.2005,204页.
②颜如春.《现代政府形象管理》[M].成都:四川大学出版社.2004,18页.
①苏伟伦.《危机管理》[M].北京:中国纺织出版社.2000,17页.
①彭伟步.《信息时代政府形象传播》[M].北京:社会科学文献出版社.2005,362页.
①彭伟步.《信息时代政府形象传播》[M]北京:社会科学文献出版社.2005,26页.
②泰启文、周永康.《形象学导论》[M]北京:社会科学文献出版社.2004,8-9页.
①傅思明.《突发事件应对法与政府危机管理》[M].北京:知识产权出版社.2008,106-107页.
①薛澜、张强、钟开斌.《危机管理—转型期中国面临的挑战》[M].北京:清华大学出版社,2003.
①傅思明.《突发事件应对法与政府危机管理》[M].北京:知识产权出版社.2008,62页.
①傅思明.《突发事件应对法与政府危机管理》[M].北京:知识产权出版社.2008,53页.
①泰启文.《突发事件的预防与应对》[M].北京:新华出版社.2008,213页.
②王学军.《转型期我国政府危机管理体系探析》[J].中共杭州市委党校学报,2005(2).
[1]郭济.中央和大城市政府应急机制建设[M].北京:中国人民大学出版社,2005.
[2]夏保成.西方公共安全管理[M].北京:化学工业出版社,2006.
[3]赵根成.国外大城市危机管理模式研究[M].北京:北京大学出版史,2006.
[4]王茂涛.政府危机管理[M].合肥:合肥工业大学出版史,2005.
[5]龚维斌.公共危机管理[M].北京:新华出版社,2004.
[6]胡宁生.中国政府形象战略研究[M].北京:中共中央党校出版社,1999.
[7] (美)罗伯特希斯.危机管理[M].北京:中信出版社,2004.
[8]任姗姗.汶川大地震对政府危机公关能力的考量[J].合作经济与科技,2009,2.
[9]侯正晔.网络在政府危机公关中创新扩散的试验研究[J].理论界,2008,12.
[10]张艺.论公共危机事件中的政府危机公关[J].现代经济信息,2008,11.
[11]刘飞.政府部门危机状态下的公关策略与形象构建[J].天中学刊,2008,6.
[12]邓岩.危机事件中的政府公共关系应对原则[J].经济与管理,2008,11.
[13]叶文英.浅谈政府危机公关管理机制建设——雪灾和地震的警示[J].新西部(下半月)2008,10.
[14]武霞.论公共危机中政府形象面临的挑战及救济途径[J].东北大学学报(社会科学版),2008,6.
[15]张丹.危机公关中政府设立新闻发言人制度的意义[J].新闻天地(论文版),2008,5.
[16]徐艳晴.从“香蕉致癌”事件透视政府危机公关[J].安徽农业科学,2008,26.
[17]张晴.网络媒体在政府危机公关中的运用研究[D].中国地质大学,2008.
[18]丁猛猛.公共危机中的政府形象管理研究[D].西北大学,2008.
[19]李海梅.论突发公共事件中政府形象建设[D].四川大学,2007.
[20]朱丹.政府危机公关的机制缺失与对策研究[D].南京农业大学,2007.
[21]许丰.公共危机中我国政府公共关系能力提升的研究[D].中南大学,2006.
[22]王麒.公共危机管理体制中的沟通机制研究[D].电子科技大学,2007.
[23]柳燕.市民对政府形象认知的现状调查与分析[D].西南大学,2006.
[24]吴洪彪.公共危机状态下的政府公信力研究[D].河海大学,2007.
[25]孙海文.从传播学角度看地方政府形象塑造[D].南京师范大学,2007.
[26]徐金菊.政府形象的定位取向研究[D].四川大学,2007.
[27]郭玮.基于GIS的政府形象管理研究[D].天津大学,2006.
[28] Williamo.Jenkins.Collaborationover Ada Ptive:The Casefor Intero Perable Commun icationsin Homeland Seeurity[J].publie Administration Review,2006(3).
[29] Kathleen·F·Banks, Crisis Ommunications:a Casebook approach.[M].Mahwah,N.J.La wrence Erlbaum Associates,Publishers,2002.
[30] Bion·Arjen,Paul·Hart;Public Leadership in Times of Crisis:Mission Impossible,[J].P ublic Adminisitration Review,2003,63.
①张小明.《公共部门危机管理》[M].北京:中国人民大学出版社.2001,9页.
②高鹏程.《危机学》[M].北京:社会科学文献出版社.2009,201页.
③颜如春.《现代政府形象管理》[M].成都:四川大学出版社.2004,209页.
④张成福.《公共危机管理:全面整合的模式与中国的战略选择》[J].中国行政管理,2003.
⑤吴兴军.《公共危机管理的基本特征与机制构建》[J]华东经济管理.2004,18(3).
①王学军.《预警、反应与重建:当代中国政府危机管理体系的构建》[J].理论探索,2004.
①詹文都.《政府公共关系》[M].广州:华南理工大学出版社.2005,204页.
②颜如春.《现代政府形象管理》[M].成都:四川大学出版社.2004,18页.
①苏伟伦.《危机管理》[M].北京:中国纺织出版社.2000,17页.
①彭伟步.《信息时代政府形象传播》[M].北京:社会科学文献出版社.2005,362页.
①彭伟步.《信息时代政府形象传播》[M]北京:社会科学文献出版社.2005,26页.
②泰启文、周永康.《形象学导论》[M]北京:社会科学文献出版社.2004,8-9页.
①傅思明.《突发事件应对法与政府危机管理》[M].北京:知识产权出版社.2008,106-107页.
①薛澜、张强、钟开斌.《危机管理—转型期中国面临的挑战》[M].北京:清华大学出版社,2003.
①傅思明.《突发事件应对法与政府危机管理》[M].北京:知识产权出版社.2008,62页.
①傅思明.《突发事件应对法与政府危机管理》[M].北京:知识产权出版社.2008,53页.
①泰启文.《突发事件的预防与应对》[M].北京:新华出版社.2008,213页.
②王学军.《转型期我国政府危机管理体系探析》[J].中共杭州市委党校学报,2005(2).
[1]郭济.中央和大城市政府应急机制建设[M].北京:中国人民大学出版社,2005.
[2]夏保成.西方公共安全管理[M].北京:化学工业出版社,2006.
[3]赵根成.国外大城市危机管理模式研究[M].北京:北京大学出版史,2006.
[4]王茂涛.政府危机管理[M].合肥:合肥工业大学出版史,2005.
[5]龚维斌.公共危机管理[M].北京:新华出版社,2004.
[6]胡宁生.中国政府形象战略研究[M].北京:中共中央党校出版社,1999.
[7] (美)罗伯特希斯.危机管理[M].北京:中信出版社,2004.
[8]任姗姗.汶川大地震对政府危机公关能力的考量[J].合作经济与科技,2009,2.
[9]侯正晔.网络在政府危机公关中创新扩散的试验研究[J].理论界,2008,12.
[10]张艺.论公共危机事件中的政府危机公关[J].现代经济信息,2008,11.
[11]刘飞.政府部门危机状态下的公关策略与形象构建[J].天中学刊,2008,6.
[12]邓岩.危机事件中的政府公共关系应对原则[J].经济与管理,2008,11.
[13]叶文英.浅谈政府危机公关管理机制建设——雪灾和地震的警示[J].新西部(下半月)2008,10.
[14]武霞.论公共危机中政府形象面临的挑战及救济途径[J].东北大学学报(社会科学版),2008,6.
[15]张丹.危机公关中政府设立新闻发言人制度的意义[J].新闻天地(论文版),2008,5.
[16]徐艳晴.从“香蕉致癌”事件透视政府危机公关[J].安徽农业科学,2008,26.
[17]张晴.网络媒体在政府危机公关中的运用研究[D].中国地质大学,2008.
[18]丁猛猛.公共危机中的政府形象管理研究[D].西北大学,2008.
[19]李海梅.论突发公共事件中政府形象建设[D].四川大学,2007.
[20]朱丹.政府危机公关的机制缺失与对策研究[D].南京农业大学,2007.
[21]许丰.公共危机中我国政府公共关系能力提升的研究[D].中南大学,2006.
[22]王麒.公共危机管理体制中的沟通机制研究[D].电子科技大学,2007.
[23]柳燕.市民对政府形象认知的现状调查与分析[D].西南大学,2006.
[24]吴洪彪.公共危机状态下的政府公信力研究[D].河海大学,2007.
[25]孙海文.从传播学角度看地方政府形象塑造[D].南京师范大学,2007.
[26]徐金菊.政府形象的定位取向研究[D].四川大学,2007.
[27]郭玮.基于GIS的政府形象管理研究[D].天津大学,2006.
[28] Williamo.Jenkins.Collaborationover Ada Ptive:The Casefor Intero Perable Commun icationsin Homeland Seeurity[J].publie Administration Review,2006(3).
[29] Kathleen·F·Banks, Crisis Ommunications:a Casebook approach.[M].Mahwah,N.J.La wrence Erlbaum Associates,Publishers,2002.
[30] Bion·Arjen,Paul·Hart;Public Leadership in Times of Crisis:Mission Impossible,[J].P ublic Adminisitration Review,2003,63.