Chun Yu Liu: public communication practice in government departments

Government public communication is an important link in the construction of government public relations, as well as a comprehensive business of government departments. The government enhances public understanding and builds a good image through dialogue. With the integrated development of media, government public communication has met new opportunities and challenges. Chunyu Liu had a harvest by her personal practice.

Chun Yu Liu is an alumni of Level 1998 at school of journalism, Renmin University of China, deputy director of Publicity and Education Section, Traffic Management Bureau, Who gave a lecture named as” public communication practices in government departments ——taking road traffic as an example” On the afternoon of March 12th, the 20th alumni Forum and Classic Journalism Case Analysis class of School of Journalism, Renmin University of China.

Shouzheng: information disclosure

One of the tasks that public communication must accomplish is “Shouzheng”. For a practice department, it is the key, which will determine the direction of the business.

According to Chun Yu Liu, the most important task for the propaganda department is to timely disclose government information, and to clarify which information should be spreaded to the outside world. The dissemination of legal knowledge and the construction of public relations are the themes of communication.

A lot of practice shows that the media is still the main channel of public communication, and keeping the media as the main channel is one of the aspects of “Shuozheng”. Chun Yu Liu believes that press conference is still an effective way, the government can present an open attitude through the news release system. All government press conference become more and more institutionalized. In addition, the press release is a kind of propaganda way, but for the traffic administrative department, which is mainly spreading the business or security early warning and safety tips.

Chun-yu Liu hold a small activities, she brought reflective bracelet, suggested wear it during night running in ordre to introduce a thinking” only when you can be be seen,you are safe”. In the same time, She also points to “celebrity effect”, the case of celebrity drunk driving, as a way to make safety propaganda more effective.

Where does the information you want to promote come from? It has to be arouding your core business, the core mission of our department is to prevent and reduce road traffic accidents. Although the feedback of public sector lags behind, safety warning are still valuable, fairness and justice are the value pursuit of the public sector.

Here is an example, Zhejiang Province found the main causes of traffic accidents were secondary accidents caused by minor accidents because of not leaving the scene in time through statistical analysis. So they put the sign on the highway. Through three months of high-density transmission, the incidence of secondary accidents on the Zhejiang expressway was reduced by 21 percent.

These are not only tasks, but also goals. We regularly release and continuously promote positive publicity, which can effectively create a dedicated image of the team and leave a healthy organizational impression on everyone, liu said.

Innovation: Mobile first

Observe the change of the medium is the precondition of communication activity, chun-yu Liu think. Everyone need high quality content, don't care about the platform is the traditional media or new media, the boundaries between the old and new media are increasingly blurred so the way to face the development of new media is to produce excellent products into different media platform

Liu Chunyu believes that publicity innovation should also be based on their own advantages. The natural advantage of traffic police system lies in video resources like Electronic eye monitoring, body worn camera.

In terms of communication channels, the traffic management Bureau adheres to “mobile first” publicity strategy. In the face of the increasingly young audience, the Ministry of Public Security's Traffic Management Bureau opened the account in TIKTOK, and the bureau carried out live online. This can not only supervise the law enforcement officials, but also shorten the distance between them and the people.

Liu Chunyu Shared with the students the process of cooperation between the traffic management department. She said: As a government department, one of our advantages lies in our own brand. We need to take advantage of the government's brand advantage, and to cooperate with stars and popular culture, setting the agenda, so that the publicity effect can reach the users

The challenge: Responding to change

In the face of the current drastic change in the communication ecology, the public communication of the government has to face up to its own challenges while constantly breaking through and seeking innovation.

In the new context, the audience has been transformed to the user, and the way of information receiving and cognition has been greatly different from the past. How should the government adapt to the changes of users, has become an unavoidable issue.

Although the government can take some measures to temporarily ease the pressure of public opinion, the problem is still there, and there is a risk of another explosion. The update and iteration of technology bring challenges to government public communication. The most efficient public opinion response is to do business well. Such as the case of The Courier running amok on the road, It is related to the change of logistics industry and national economic structure.

When it comes to the vision of the future work, Liu said: We hope that with more work and more effects being achieved, everyone can be more comfortable in the whole process of traffic travel; And we can achieve the three purposes of shaping the image of team， information transmission and public opinion guidance through our shaping of relevant issues.

中文版：http://xwjd.ruc.edu.cn/zxxw/5a27f2bf871e479495083ddadf09f975.htm