EIREducational Innovation Research3029-18443029-1852WHIOCE PUBLISHING PTE. LTD.10.18063/EIR.v4i2.1534ArticleResearch on Media Crisis Public Relations Strategy of Civil Servantshttps://artdesignp.com/journal/EIR/4/2/10.18063/EIR.v4i2.1534FangXiangming2026422026-02-26In the new media era, civil servants 'media crisis management skills have become essential competencies, serving as a vital tool to uphold governmental authority, enhance credibility, and protect public trust. This paper examines strategies for developing such capabilities, analyzes their significance, and addresses current challenges in training. The proposed recommendations aim to improve civil servants' digital literacy and crisis response capabilities, thereby enabling them to better fulfill their roles in public service and governance.civil servant, media crisis public relations, strategy

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