党政机构微博在突发事件中传播效果的影响因素及策略

党政机构微博作为政务微博的重要组成部分，在突发事件的信息传播中发挥了重要作用。其在突发事件中的传播效果主要受传播主体、传播内容、讯息载体、传播技巧和传播对象等因素的影响。提高党政机构微博对突发事件信息传播效果的策略有：提高传播主体的公信力；重视传播内容的陈述方式；借力多种媒介联动传播；加强传播技巧的培训和学习等。

The Influencing Factors and Improving Strategies of Communication Effect of the Party and Government Organ Micro-blog in Unexpected Events

As an important part of government affairs micro-blog, the party and government organ micro-blog plays an important role in information dissemination of the unexpected events. Its communication effect is affected by the communication subject, communication content, message carrier, communication skill and the communication object. The strategies to improve the communication effects of information dissemination of the party and government organ micro-blog in unexpected events are as follows： to strengthen the credibility of the communication subject, to pay attention to dissemination of the content of the presentation from, to leverage from a variety of media to achieve linkage communication, and to strengthen the training and learning of communication skills.