互联网络的兴起对公共关系产生了日益重大的影响。在信息化的推动下,网络沟通应运而生,成为社会成员进行对外沟通的新利器。在信息化的推动下,机关事业单位应如何利用网络沟通来处理媒体关系、管理公共危机,已成为需要考虑的重要课题。本文将对网络沟通和媒体应对进行初步探讨。 The rise of the Internet has had an increasingly significant impact on public relations. Under the impetus of informationization, internet communication came into being, becoming a new weapon for social members to communicate externally. Under the impetus of informationization, it has become an important issue that authorities and public institutions should deal with media relations and manage public crises by means of internet communication. This article will conduct a preliminary discussion of network communication and media response.