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1、摘 要公共关系是一种特殊的管理功能，它帮助组织建立并维持与群众间的双向沟通，了解、接纳及合作；它参与处理组织面临的各种问题与纠纷：它帮助组织了解公众舆论并作出反映，促进公众了解组织和事实真相；它强调组织为公众利益服务的责任；它帮助组织随时掌握并有效利用变化的形势，预测发展趋势，使之成为组织的警报器；它使用有效、正当的传播技能和研究方法作为主要的工具。政府公共关系指的是以政府自身为主体，为了构建良好的政府形象和和谐的社会公众关系，从而顺利完成政府公共管理职能，实现社会公共利益而进行的政府与社会之间的双向互动与沟通的管理活动，而电视新闻媒体正是这一互动与沟通过程的重要平台。电视新闻媒体是当今社会最
2、为主流的公众舆论载体，其所传播与表达的不但是电视新闻媒体自身代表的某个阶级或者阶层的观点，同时还表达了一定程度的公众利益，因此电视新闻媒体传播的信息代表一定的公众立场。由此可见，电视新闻媒体是政府部门在进行各项公共关系处理过程中的重要平台，也是影响政府公共关系处理效果的关键因素，因此对于电视新闻媒体在政府公共关系中作用的研究就显得非常必要。本文首先对电视新闻媒体与政府公共关系之间的关系进行了总结分析，然后分别从积极和消极两个方面分析总结了电视新闻媒体在政府公共关系中的作用，最后探讨总结了如何更好的发挥电视新闻媒体在政府公共关系处理中的作用。关键词 电视新闻媒体 政府 公共关系 作用Abstra
3、ct Public relations is a special kind of management function, which help organizations establish and maintain two-way communication between the people, understanding, acceptance and cooperation; it is involved in various issues facing the Organization and disputes: it helps organizations understand
4、and make a reflection of public opinion to promote public understanding of the organization and the truth; it emphasizes organizational responsibility for the public interest; It helps organizations keep abreast of the situation and the effective use change, forecast trends, making the organization
5、alarm; it is valid, proper dissemination of skills and research methods as the main tool. Government Public Relations are defined by the government itself as the main image of the government to build a good and harmonious relationship between the public and thus the successful completion of the gove
6、rnments public management functions to achieve the public interest for the government and the social interaction and communication between the two-way management activities, and TV news media is the important process of interaction and communication platform. TV news media is the most mainstream of
7、todays society carrier of public opinion, communication and expression of its television news media itself is not only representative of a certain class or class perspective, but also expressed a degree of public interest, so television news media information on behalf of certain public positions. T
8、hus, television news media are government departments in the public relations an important platform for processing, but also affect the governments public relations a key factor in the treatment effect, so the TV news media in the role of the government of public relations it is very necessary. Firs
9、tly, the Government of the television news media and the relationship between public relations were analyzed, and then from the positive and negative, respectively, analyzed and summarized both the TV news media in the role of government public relations, and finally discuss how to better summarize
10、Government to play a TV news media in dealing with the role of public relations. Keywords ：TV News Media ；Government ；Public Relations ；Role 目 录中文摘要I英文摘要II1 前言.12 政府公共关系与电视新闻媒体之间的关系.13 电视新闻媒体在政府公共关系中的作用.13.1 电视新闻媒体在政府公共关系中的积极作用.13.1.1 有利于信息的高速全面传播.13.1.2 有利于对政府实施监督.23.1.3 有利于促进政府与社会公众之间的沟通.23.1.4 有利
11、于政府在公共关系处理中获取有效援助.33.1.5 有利于高效塑造政府形象.33.1.6 有助于政府在对外开放公共关系的处理.43.2 电视新闻媒体在政府公共关系中的消极作用.43.2.1 对问题的放大宣传不利于政府公共关系处理.43.2.2 对问题的虚假报道阻碍政府公共关系处理.53.2.3 转移事件重点影响政府决策.64 如何更好的发挥电视新闻媒体在政府公共关系中的作用.64.1 改善电视新闻媒体与政府之间的关系.74.2 加强对电视新闻媒体的正确引导.74.3 坚持与电视新闻媒体接触的几项原则.85 结束语.9致 谢.10参考文献.101 前言电视新闻媒体是当今社会最为主流的公众舆论载体，其所传播与表达的不但是电视新闻媒体自身代表的某个阶级或者阶层的观点，同时还表达了一定程度的公众利益，因此电视新闻媒体传播的信息代表一定的公众立场，其主要功能就在于信息的沟通与流动对于公众以及社会的影响上，电视新闻媒
