Publicity governance in contingency management during the COVID-19 pandemic in China: A “Government-Society” perspective

BACKGROUND: Publicity is a common form of governance in government and is even more important in contingency management, especially during the COVID-19 pandemic. Publicity has two sides, the main body of publicity is led by the government, the object of publicity is the response to the public. So, publicity exists in the "government-society" field. Our aim was to find out how governments have been able to achieve effective publicity in the COVID-19 and to promote the active participation of society in governance. MATERIALS AND METHODS: We adopted a case study approach. Taking Chongqing Municipality as an example, we collected 201 messages from five forms of publicity, including cell phone SMS, village (community) broadcast, publicity placards or banners, official websites, and government media platforms during the period of 2020–2021, and described and analyzed the publicity content of different forms of publicity. RESULTS: During the whole period of the COVID-19, the publicity governance under contingency management showed the characteristics of focusing on administrative efficiency, social efficiency and post-social efficiency, and showed specific publicity governance functions such as mobilization and control, education and clarification, cultivation of public consciousness and shaping government credibility. CONCLUSIONS: Publicity governance in contingency management during the COVID-19 pandemic emphasizes three effective approaches: time synchronization, organizational scale, and interaction among multiple advocacy agents. This can extend the existing government-centered research to the level of interaction between the government and society, and help the government to better use effective publicity to achieve the governance task under contingency management.