2016~2021年是我国大气治理的关键五年,我国大气污染治理成效显著,其中以政府为主导的公共关系与传播实践发挥了积极且重要的作用。本研究侧重盘点2016年以来政府在大气污染治理进程中开展的传播实践工作。结合不同阶段的舆论环境,政府开展传播工作表现在及时响应舆论、新闻发布主动引导、专家及意见领袖解读。同时,这些工作目前已卓有成效:“打赢蓝天保卫战”的观念已经日益深入人心,大气治理需要社会各方主体积极参与,八成公众满意大气治理成效。从这些传播实践中也能归纳出政府公共关系构建的规律及特征:传播态度日趋主动、传播机制日益完善、传播区域多圈层扩大、多主体积极参与热点互动、传播渠道多元丰富。未来,政府的传播工作开展及公共关系构建,在战略层面将聚焦于价值观、国际化、可持续,在策略方面则强调多元主体、多元议题上的协同联动。
<<The period from 2016 to 2021 was the key five years for China’s air pollution control. Remarkable results have been achieved in the control of air pollution,in which the government-led public relations and communication practice has played an active and important role. This study focuses on sorting out the communication practice carried out by the government in the process of air pollution control since 2016. According to the public opinion environment in different stages,the practice of the government’s communication is manifested in timely response to public opinions,active guidance by news release,and interpretation by experts and opinion leaders. At the same time,these efforts have been fruitful at present:the concept of “winning the battle to defend the blue skies” has been increasingly deeply rooted in the hearts of the people,atmospheric control requires the active participation of all sectors of society,and 80% of the public is satisfied with the effectiveness of atmospheric control. From the above communication practice,we can also conclude the laws and characteristics of the construction of government public relations:the communication attitude is becoming increasingly active,the communication mechanism is becoming increasingly perfect,the communication area is expanding in multiple circles,multi-subjects actively participate in interaction on hot topics,and the communication channels are diversified and rich. In the future,the development of government communication and the construction of public relations will focus on values,internationalization and sustainability at the overall strategic level,while emphasizing the coordination of multiple subjects and multiple issues in the specific strategic aspect.
<<Keywords: | Air Pollution ControlGovernment Public Relations ConstructionPublic Relations Communication Practice |