新媒体自兴起以来一直是专家和学者讨论的热门话题，同时，新媒体技术与平台已经从各个方面渗透到人们生活中，政府也认识到技术的更迭渐渐模糊了主流媒体在传统媒体与新媒体之间的界限，因此，开始重视其发展速度快、方便、高效等特点，将新媒体应用到执政层面上来。近几年，政府传播主要通过政务微博、政务微信、门户网站、政务短视频、第三方网络平台发布信息、服务民众以及进行政民互动。而这些传播途径和手段均能帮助政府机构有计划、有效率地开展政务服务。由于传播力的不同，提供信息公开和网络问政所达到的效果不同。许多地方政府也在政策的指引下格外重视信息传播的规范化、集约化，在信息发布、舆论引导、政务服务、政民互动等方面考核政府传播力。同时，也有更多的学者加强对新媒体时代背景下政府传播力提升问题研究。政府传播是一种信息传播，也是一种关系的传播，大部分政府通过自建渠道或与其他媒体的合作使信息充分渗透到民间，可以拉近政府与民众间的关系，增加民众对政府主流媒体的依赖性，使民众也参与到政府管理中来。本文对H市的政府传播力的研究主要围绕H市在传播理念转变、传播渠道畅通程度、传播主体意识强弱、法律体系和政务宣传机制构建、政府传播力评估机制、舆论引导力和信息公开程度等方面的综合表现展开研究。

如何提升地方政府的政府传播力是本文试图要解决的问题。本文综合运用文献研究法、问卷调查法、案例分析法并结合实地考察，以H市为研究对象，以公共关系理论和整合营销传播理论为理论依据，分别从政府门户网站和政务新媒体两种政府传播方式的建设现状、H市广播电视网和H市日报两种主流媒体的政府传播实践沿革阐述了当前H市的政府传播的现状，并通过调查问卷分析H市市民对本地政府传播行为的满意度和存在的问题，进而总结出H市在提升政府传播力方面存在政府传播理念创新、渠道和资源管理、政府传播主体意识、法律和政务宣传机制、政府传播力评估机制、舆论引导力、信息公开七个方面的问题。然后以南京的“紫金山新闻”客户端、宁波政务微信、浙报集团新媒体矩阵、广东省政务新媒体和政府网站的传播实践作为经验启示，明确H市政府传播存在的差距和可借鉴的经验。最后，结合以上调查和分析结果及经验启示提出了H市应重视政府传播理念创新、重视传统媒体与主流媒体融合发展、整合传播力资源、提高网络回应能力、完善舆论引导机制、加强新媒体运维管理和法律规范、对新媒体政务公开问题改进这七个提升政府传播力的对策。

Since the upsurge of the New Media, it has been a topical issue among experts and scholars. At the same time, the technology and platforms of New Media have penetrated into people's social life from all aspects. Governments also realizes that the reform of technology has gradually blurred the boundary between the traditional media and the new media. Therefore, they has begun to pay attention to the characteristics of the new media’s rapid growth, convenience and high efficiency and to apply the new media to governance. In recent years, governments mainly use government micro-blog, government Wechat, government short videos, third-party network platforms and other new medias to release public information, to serve the public and narrow the gap between the government and people. These ways can help government agencies to carry out government services in a planned and efficient way. Due to different communication power, the effects of providing information disclosure and network politics by the government are all different. Under the guidance of policies, many local governments attach great importance to the standardization and intensification of information dissemination, and assess the government's communication power in the aspects of information release, public opinion guidance, government service, and interaction capacity between the government and people. At the same time, there are also more scholars strengthening the research on the promotion of government communication power under the background of new media era. Government communication is not only a kind of information dissemination, but also a kind of communication of public relationship. Most governments make information fully penetrate into people through self-established channels or cooperation with other medias, which can get governments and citizens closer, enhance the dependence of citizens on the mainstream media of the government, and enable the public to participate in the government management. In this paper, the research framework of government communication power of City H mainly focuses on the comprehensive performance of its transformation of communication concept, the smoothness of communication channels, the awareness of communication subject, the construction of legal system and government publicity mechanism, the evaluation mechanism of government communication power, the guidance of public opinion and the degree of information disclosure, etc.

        How to improve the communication power of local government is the problem that this paper tries to solve. This paper uses the Literature Study, Methods of Questionnaire Survey and Case Analysis Method, combining field investigation, taking City H as the research object and basing on the theories of public relations and integrated marketing communication, expounds the current situation of its government communication respectively from the construction status of its government portal and new media for government affairs. Through the questionnaire quantitative analysis of City H citizens’ satisfaction with the local government communication behavior and the existing problems. Then it summarizes seven problems of government communication, which are concept innovation, channels and resources management, government communication subject consciousness, legal and government publicity mechanism, government communication power evaluation mechanism, public opinion guidance and new media government publicity mechanism. Then, it takes the new media reform of Zijinshan News APP, Ningbo Government Wechat, new media matrix of Zhejiang News Group and the New media of Guangdong Province Government as the practice patterns. It shows that there is a clear gap in the government communication of City H and the experience that can be used for reference. Finally, combined with the above surveys and analysis results, excellent practical experience and enlightenment of other places of China, this paper proposes that City H should attach importance to seven aspects to enhance the communication ability as below, to pay attention to the innovation of government communication concept, to pay attention to the integration and development of traditional media and mainstream media, to integrate communication resources, to improve the network response ability, to improve the guidance mechanism of the public opinion, to strengthen the operation and maintenance management and legal norms of new media, and to improve the government affairs disclosure of new media.