Recently, Fudan University in Shanghai was suspected of plagiarizing publicity materials, which caused widespread concern in the news media and the people: On May 27th, 2065438, Fudan University released the propaganda film "Light to Me", which was pointed out by netizens as suspected of "plagiarizing" the propaganda film of Tokyo University in Japan, and then the school withdrew the film urgently, and quietly released the latest version of the propaganda film that night. On the 30th, the latest version of the official propaganda film caused an uproar again, and it was accused that its ending was suspected of "copying" the technical university of munich propaganda film. The school didn't respond to this until 3 1 morning, and Fudan University issued a document in its official Weibo, apologizing to the public for the alleged plagiarism of the propaganda film. As a result, Fudan was in deep crisis, and people's negative comments came and went. Fudan's crisis public relations seems to have lost people's hearts, which has sounded the alarm for many universities, hospitals, public welfare organizations and other institutions that lack public relations awareness, and also inspired us to strengthen the interaction between public relations and news dissemination in the new media era.

In the new media era, we are experiencing the transformation from information network and social network to network society. The networked lifestyle reconstructs the offline lifestyle, and the online and offline lifestyles are constantly infiltrating and blending with each other. Therefore, in the new media era, the speed of crisis information dissemination is accelerating, and institutions need to adapt to this mode of communication, change the concept of public relations, emphasize "individual" attention, and establish a rapid and timely response. First of all, establish a systematic crisis public relations prevention mechanism in the process of public communication. 1 10 Celebration is a very grand event for Fudan itself, and the school should have a sense of crisis prevention from the beginning. Secondly, we should combine crisis public relations with news communication and establish a press spokesman system. Fudan University should choose an experienced spokesman to explain the situation to the public in time to prevent the crisis public relations from affecting the organizational image. Finally, and most importantly, pay attention to "individuals" and respond in a timely manner with communication and the courage to take responsibility. In the new media era, similar events will quickly become a hot event in the country. When the crisis happened, Fudan's response was not timely, which led to the incident developing in an unfavorable and negative direction. It can be seen that the mobile internet makes the public relations industry itself have the characteristics of communication, and it is urgent to strengthen the relationship and mutual support between them.

Liu Binjie, member of the National People's Congress Standing Committee (NPCSC), chairman of the Education, Culture and Health Committee of the National People's Congress, and president of China Public Relations Association, pointed out that in the new media era, public relations should seize the new opportunities of innovative development of news communication and adapt to the new characteristics of mutual influence at home and abroad, two-way interaction between government and people, interweaving online and offline, and integrated development of content and technology. Integrate traditional media, Internet, image design, advertising positions, external communication, exchange and dialogue, brand activities and other channels, build public relations platforms such as government public relations, mass public relations, organizational public relations, crisis public relations and event public relations, form an all-round public relations force with wisdom, ability, multiple channels and multiple platforms, and comprehensively improve the level of public relations in China.