“Public Relations” Message and COVID-19

a text analysis of Social Media in China

Abstract

This study aims to understand the characteristics of public relations and activities by the government taken during the COVID-19 expansion period of 2020. Such a method of public persuasion includes employing “official media.” The characteristics of these policy messages include building "security and trust" between the public, the government and administrative agencies. Our analysis from texts in major social media from China concludes that the following tactics were used. 1) "Diversion": emphasizing "the country’s actions and their effectiveness" from the focus on COVID-19; 2) "Ingratiating": Complimenting the contributions of stakeholders (e.g. medical personnel, military); 3) “Rectification & Guiding”: which involves using the power of influential scientists and announcers to avoid the spread of misinformation. This study also suggests that the government and administrative organizations in power are setting the agenda. The goal is to persuade the public to respond and engage in their messages. The public then expects the desired results and a regaining of “normalcy”. Therefore, putting emphasis on the importance of “harmonious social values”.