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On 16 october, the press office of the state council convenedPress releasesWorking session on the implementation of the declaration on the further strengthening of the implementation of the declaration issued by the state councilPublic access to government informationResponding to the concerns of the society to enhance the credibility of the government (hereinafter " views " )。
The 29-word title of the document, which includes “enhanced” public information, “responding to social concerns”, and “improving the government's credibility”, has logically expressed the thrust of the opinion。
In an interview with a reporter from the chinese youth newspaper, dong guan peng, vice-president of the china public relations association, stated that, in fact, since 2001, the press office of the state council had been preparing for the full implementation of the press release system through training of senior officials。
Zhao kai-chung, then director of the press bureau of the state council, asked us to organize a seminar for foreign advocates above the level of the director general, a case-oriented and case-based “high-level seminar on global communication”。
According to dong guan peng, “after the first phase, it worked well, and the new ministers and vice-ministers of the state led their own teams, which were further promoted in the country's 31 provinces (districts and municipalities)
According to dong guan peng, our press releases have a “honorable” side, “now our press releases have become a system, from the central to the grass-roots level, that has gone beyond the pre-eminence and pre-eminence”。
Incidents are the highlight of the press release
On 16 october, the chief of the press office of the state council, cai, stated that the news release of the incident had made groundbreaking progress and had become the highlight of the press release。
In recent years, from mine to flood, from traffic accidents to vicious cases, it has been very common to hold successive press conferences around one incident. Moreover, official microblogging at all levels and sectors of government is becoming a new platform for “real-time” press releases as media outlets diversify。
In the experience of kolipin, the head of the press office in lu liang, shanxi province, weibo published the news as “an option”。
On 27 july 2012, lu liang city was hit by the largest storm in 65 years. She was not aware of the circumstances when some netizens questioned the government's failure to respond to the disaster on twitter. In fact, the lu liang press office had issued a draft, but the information did not meet the requirements of the internet。
"i went to the scene and tweeted on the road." the message, "it's raining in the dark" and "silt seen in the county" is all made public on twitter。
Starting on 30 july 2012, the official and individual microblogging of the lu liang city press office began to be broadcast live simultaneously on the disaster response site. At 5. 12 p. M. On the same day, a picture of the soldiers in the tent was posted on twitter, followed by photographs of “wielding circuits by electric company employees”, “disaster relief supplies in time” and “large machines cleaning up mud”。
During that flood, more than 50 tweets were released by lu liang, which yielded good social results. Since then, she has tasted the sweets of the goliath, who have been very focused on “microbatic responses” and even online questioning of sensitive events。
“ensure that speakers are required in the first circle of knowledge, the first circle of decision-making and the first circle of action.” according to dong guan peng, with the advent of a media-wide era, most speakers were aware of the challenges and were strengthened in terms of surveillance and response to emergencies。
“this response will be successful only if it continues to be published, until the people are well aware of the matter, so that the facts become a consensus.” he said。
At the new office of the secretary-general's meeting, under-secretary-general wang zhang wei of the state department proposed to strengthen the reading and response to the concerns of the government's message。
Wang jianwei suggested that the role of the media should be fully realized, and that the public should be “readable”; the interpretation of information should be organized by experts in a variety of ways. Read better, make it better known, understood and “understand” to the public; and respond to concerns by responding to public concerns in a timely manner, defusing doubts and allowing the public to “trust and monitor”。
Press spokespersons should be dedicated
In an interview with the chinese youth newspaper, a media person who has long worked in the united states stated that three to four full-time spokespersons for the white house of the united states would need about an hour each day to brief the press about what was important that day and to receive questions from the press. In the event of a major, unexpected incident or an important speech by the president of the united states, the temporary additional press conference will inform the press of the time and place in advance。
In the european commission, each member has its own press spokesman. Every day, at 12 noon, the press spokesman for important matters will stand in a row to be called upon by the journalist “to ask whom, who will answer in front”。
According to the media, the white house press conference appeared to be somewhat “fluent”, and journalists were able to follow up on the speaker's answers, which he had to answer。
“this does not require any legal provisions, but is a matter of professional ethics.” he said that speakers rarely refused to answer journalists ' questions unless they dealt with national security secrets and core sensitive questions. The best way to influence media opinion through policy transparency。
According to statistics, between 1929 and 2013, the united states white house appointed 29 press spokespersons, 16 of whom were journalists or worked in the media. Professor shangbin, vice-president of the school of journalism and communication of the university of qinghua, in an interview with the chinese youth newspaper, said that “cross-media” and “cross-border” had become professional qualifications and core competencies for news spokespersons of the media age. The term “cross-media” refers to experience with different types of media outlets, such as the press, radio and the internet, and the term “cross-border” refers to work experience with journalists and executives in the communications sector。
Over the past 10 years, more than 540 people have served as press spokespersons in central and provincial governments. If statistics are expanded to the municipal and district levels, the numbers may be even larger. For example, in lu liang, shanxi province, 13 districts, government departments and even enterprises and hospitals have their own press spokespersons, totalling more than 120 people。
However, the current level of press spokespersons varies from one organization to another, with ad hoc press spokespersons in some government organizations, or “honoring” by the director of the office and deputy minister of public information. This has resulted in insufficient input into press releases, low standards and unclear responsibilities。
In order to follow up on the views, the press office of the state council is currently working on the drafting of recommendations to strengthen the press release process, institutionalized the content and workflow of the press release, its institutional set-up, and clarified the responsibilities of press spokespersons, their appointment and dismissal, and their specialization。
Sáinbin suggested that “government departments should authorize press spokespersons to participate in decision-making meetings at the highest level and to have complete access to the core information in order to be able to deliver the press”. The appointment of press spokespersons is “to select, as far as possible, those who hold important positions, have knowledge and control of the overall situation in their departments, and have a certain media literacy and communication skills, and, as a general rule, the second-in-command, the secretary-general, the chef de cabinet, etc., should be selected for professional training。
When interviewed, the vice-president of the press institute of the people's university of china and director of the institute for public opinion said that, in the future, the press spokesman should be clear as to what was to be said in terms of functional requirements, guarantees of rights and what was to be said to be exonerated, and what was to be said was to be held accountable and to establish institutional design and basic leadership。
Press releases should not look at the way the leaders act
At present, many local governments and departments do not have a fixed frequency of press conferences, which are essentially “following things” before they meet, and as to what needs to be done and what does not, there are no clear criteria。
To be honest, kolipin said that it was up to him to decide how, how and how much to say at the current press conference. The personal style of the leadership, the awareness of the media and the importance attached to news also affect the conduct of press releases。
“strengthening leadershipMedia literacy“technology can learn, but changing old attitudes is more important”. For example, in the case of the mine, one of the leaders asked her “to get rid of the journalist”. Or, some of the leaders would complain to her, "why does the internet keep staring at negative news?"
"i'm just kidding. Who else but you want to watch yourself talk every day?" in the course of the training, kolipin will emphasize respect for the rules of the press, allowing the leadership “to think differently” and “to solve problems, which cannot be avoided, concealed or delayed”。
Tung guan peng also stated that “after practical exercises, speakers are competent, skilled and comparable to their international counterparts, their colleagues and direct leaders, who are far behind the international level in terms of their endorsement of the news and its related qualities”, and suggested that the speakers “take together their colleagues and the leaders around them”。
According to dong guan peng, a number of senior press spokespersons who had just left their posts were taking stock of years of experience and lessons learned in a timely manner and were using their experience to help new news spokespersons. Among them, the minister of public security, former director of public information, mr. Wu xing, and former spokesperson of the beijing environmental protection agency, mr. Tu xiaochu, relying on the national centre for training and training in media for the leadership of officials, continued to “fuel” news speakers and to help promote media literacy for their leaders and colleagues。
According to statistics, there has been a general trend towards various types of training in press and media communications for government officials, business executives and spokespersons。
If the current press conference effort is aimed at changing the “human perception”, the opinion is helping from an external system。
The opinion calls on departments and provinces (districts, municipalities) to “establish a robust system of routine press releases” and “further increase the frequency of releases”。
“this is a very important step towards a rigid regime for government press releases.” according to cai, the government's press release is on the path to rule of law。
According to dong guan peng, institutionalization should avoid the phenomenon of having the press spokesman “speak more and make more mistakes” or, “everyone hesitates or is afraid to speak, a document becomes empty”。
