在移动传播时代,城市管理,特别是城市声誉管理正面临着前所未有的考验。面对个性化的突发事变,精准化的公共关系管理需要得到重视2015年国庆期间,由38元一只青岛大虾引发的舆论风暴,被网友们戏称为“虾折腾”。在新媒体发达的今天,网民们可以在一夜之间把青岛的丑事扒个精光,可见移动传播已经成为越来越多公众信息传播的主要工具,一个城市声誉的维护与传播, In the era of mobile communication, city management, especially urban reputation management, is facing an unprecedented test. In the face of personalized emergency, accurate public relations management needs attention. During the National Day in 2015, a media storm triggered by a Qingdao prawn of 38 yuan was dubbed “shrimp tossing” by netizens. Nowadays, with the development of new media, netizens can try their best to clean up the scandal in Qingdao overnight. This shows that mobile communication has become the main tool for more and more public information dissemination, the maintenance and dissemination of an urban reputation,