: At present, various types of emerging media, citizens access to information has greatly changed, the work of emergency management to the government brings opportunities, and challenges. The Government only in emergency cases actively guide the media, to improve ability to respond to the news media, press releases control of the initiative to effectively resolve the crisis and to improve the government's credibility. Recent years, with political and economic management system reform and further deepening of industrialization and urbanization is accelerating, economic development, ecological environment, under increasing pressure, due to interest in the social transition needs of the social contradictions caused increased, leading to natural or man-made public emergency continue to emerge. Emergency Management in the news media coverage positive or negative publicity to a great extent affect the quality of administrative decision-making level, affect the mainstream of publ ic awareness, or even directly affect the smooth be disposed of unexpected events. The provision of public services for citizens as the government, in the event of emergency treatment should be pro-active changes in journalism and propaganda "mouthpiece" of the traditional concept of information to appease the public by public sentiment to achieve the purpose of integrating resources to overcome the crisis. 1, through the medical with a brief analysis of the new situation characterized by mediaEarlier this year, Dali, Yunnan Province with the incidents occurred. February 13, Renmin University of China in international politics student Ma Guangxing with several students in Dali play, eat a lot of snacks. That night, boarding at home Ma Guangxing students appeared sharp abdominal pain symptoms of inflation. February 14, Ma Guangxing people of the state hospital to Dali, and died the next day, the hospital made the "acute gastric dilatation and respiratory and cardiac arrest," the death of the diagnosis, the family insisted that was a medical. 17 noon, Ma Guangxing body was parked in the families of the gate of Dali Prefecture People's Hospital, leaflets, horizontal lines marked, to say the hospital to discuss the traffic order, the hospital's office order are greatly affected. Because there is no timely medical and health sector news release, a time several versions circulating in society saying, "Spring City Evening News" and other newspapers were unbiased follow-up reports, Sina blog, Baidu Post Bar and a number of network media Zeyi "Dali Hospital disregard for human life, the tragic death of Ward students" as the title coverage, reprint, threads are numerous, are mostly reported to sympathize with the dead, attacks on hospitals, the Hospital of Dali's image in many minds the image of the slump users. Through this occurred in the case of frontier regions and ethnic media on the SARS outbreak in the past, Shaanxi tiger incident, the South blizz ard weather and events such as earthquake coverage, we can easily find the current news media, some brief characteristics: 1, media type undergoing profound changes. Over the years, newspapers, Broadcasting, TV and other traditional media as the mouthpiece of the party responsible for publicity of the party and government policies, and leads all aspects of national political and economic life, is contact the party and the people of the bridge link. Especially in crisis communication in the strict implementation of the central and state regulations, the content step by step in accordance with established emergency release of information. Meanwhile, the media, but also loyal to the interests of the people, the party and the government is responsible, accountable to the people, in a way that the media's voice is the voice of the party, reflecting the overwhelming majority of the collective will of the people. With the social development needs of the diverse people, media types from a single change to the variety. On the one hand, along with the Internet speed development, proliferation of Internet users (China Internet Network Information Center, according to the statistics: As of December 2007, the number of Internet users has increased to 210 million people, ranking second in the world), network media play increasing role, has been called the "fourth media", as public access to information, the government an important window to understand public opinion. Meanwhile, with the popularity of mobile phones, SMS play can not be ignored, "radioactive" media as a force is gradually recognized by people. On the other hand, the traditional categories of news media in order to meet the reader market, the demand for different levels of audiences, have also been reformed revision, evening classes, entertainment newspapers and magazines came into being, and continue to thrive. 2, News relies on rapid dissemination of advanced information technologies.
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