Architecture Engineering and Science

The popularity of mobile Internet makes the public security incident scene instantly enter the public view. As the scene where the fire and rescue team is closest and most directly contacted with the masses, the public relations management faces unprecedented challenges. Based on the theory of public relations, this article clarifies the maintenance type of public relations in fire and rescue scenes, with the core goal of maintaining and strengthening the public's positive perception of fire and rescue teams through professional rescue operations in highly tense environments. The study combed the dual characteristics of the rapidity and transience of on-site information dissemination in the mobile Internet era, and analyzed the problems existing in the current on-site public relations management, such as coarse-grained operations, insufficient control of collateral damages, lack of humanistic care, and rigid management and control methods. To address these issues, we propose a combination of physical isolation and information control strategies based on communication characteristics, on-site communication and translation strategies based on empathy theory, rescue detail care strategies based on the full cycle concept, and public security force linkage strategies based on collaborative governance. Research has shown that the essence of on-site public relations in public safety incidents is to achieve the integration of professional rescue and warm image. The research results can provide operational guidance for frontline personnel at the grassroots level and provide theoretical supplements for on-site public relations research in the field of emergency management.