Abstract: In the era of social networking， the occurrence of emergencies may lead to an exponential information increasing in user demand. As an important mean of information dissemination， the effective information response to emergencies timely released by book publishing’s WeChat public number may alleviate social’s cognitive dissonance， which may also enhance the user viscosity and dissemination impact of book publishing. Unfortunately， few works focus on it. This paper tries to deal with it by investigating the dissemination impact of WeChat public number for book publishing under the emergency of COVID-19. To this end， an analysis framework for dissemination impact is constructed with “5W” mode， which consists of four dimensions such as operation subject， content theme， operation strategy and influence effect. Then， the contents released by book publishing’s WeChat public number during COVID-19 emergency are analyzed. Based on the analysis results， corresponding suggestions for dissemination impact improvement in unexpected emergencies are put forward.

Key words: Unexpected emergency WeChat public number Dissemination impact COVID-19