How to do a good job in guiding public opinion

Introduction: We can fully understand the public sentiment at a certain period of time. Good guidance can promote social stability and the establishment of the government's image and prestige. Poor guidance can intensify public opinion and cause great negative social impact like the Xingtai government. The new media environment provides both opportunities and challenges. How to make good use of new technologies to adapt to the new environment is the top priority in current public opinion guidance. How to do a good job in guiding public opinion

1. Change concepts and establish the concept of scientific response to public opinion and public opinion guidance

Establish the concept of attaching great importance to, effective management, active response, and correct guidance. At present, society is in a period of high incidence of emergencies. Leading cadres at all levels must enhance their awareness of danger, strengthen their awareness of prevention, and pay close attention to online public opinion. In the face of major public opinions, we should actively respond, respond proactively, report facts quickly, use various media to clarify misunderstandings, strengthen positive guidance, meet the information needs of netizens, and effectively resolve public opinion crises.

2. Integrate resources, improve the ability to respond to and guide public opinion, and rationalize the Internet management system. Establish an Internet management agency at the provincial (autonomous region), city, and county levels to be in charge of Internet information content, guide, coordinate, and supervise the Internet industry authorities, the Internet crime fighting authorities, and other relevant departments to strengthen the management of Internet information content and provide public opinion Provide organizational guarantee to carry out management work in an orderly manner. At the same time, strengthen the construction of three teams of online news spokespersons, online public opinion informants, and online commentators, who are jointly responsible for the response to online public opinions and public opinion guidance, forming an overall coordination of the Internet information content authorities, and the public opinion department proactively responds. All mainstream media and online media actively cooperate to create a new pattern of online public opinion management that combines publicity, guidance, and management.

3. Address both the symptoms and root causes, and build a long-term mechanism for responding to online public opinion and guiding public opinion.

Establish and improve a monitoring and reporting mechanism for online public opinion. Establish and improve an all-weather, three-dimensional network public opinion monitoring system with dedicated personnel responsible for horizontally extending to counties (districts) and vertically to departments (units), strictly implement the 24-hour online public opinion monitoring duty system, realize cross-tracking and monitoring of online public opinions, and ensure the first time Discover public opinion and take the initiative in work. Establish a daily summary, weekly analysis, and monthly summary system, and adopt the methods of reporting one incident, emergency reporting, and double reporting of major online public opinions to report online public opinions in a timely manner to provide reference for decision-making. How to do a good job in guiding public opinion

Establish and improve the online public opinion guidance mechanism:

First, establish a frank communication mechanism that combines clearing and blocking, focusing on clearing.

For rumors spread on the Internet, clarify them in a timely manner and take necessary blocking measures to curb their spread. For various hot social issues, pay attention to "guidance", master the art of network communication, make good use of Internet language, quickly release authoritative information, build a mainstream public opinion guidance circle, and guide netizens to answer "What to think" and "What to do" at the same time, constantly Improve the level of guidance.

The second is to crack down on online rumors in accordance with the law and promote the legalization process of public opinion guidance.

In accordance with relevant legal provisions, we will intensify the investigation and punishment of illegal and illegal online communication behaviors and crack down on online rumors in accordance with the law. Those who use the Internet to spread rumors and slander, publish vulgar and obscene information, and other violations of laws and disciplines will be held accountable in accordance with the law; those who abuse public power to trample citizens' rights to free expression, retaliate, or even arrest netizens must also be severely punished in accordance with the law. Steadyly promote the management of the real-name system on the Internet, curb online anonymity that causes online language violence, defamation, and exposure of other people's privacy, and promote the healthy development of online public opinion.

The third is to focus on online governance and build an online public opinion communication mechanism.

Build an online governance platform, use proactive push methods to release authoritative announcements, government affairs information, policy interpretations and other information, accept consultations from netizens, answer questions, and promote the implementation of policies.

Through leadership mailboxes, Weibo and other channels, we accept netizens’ suggestions, consultations and complaints, and conduct supervision, and regularly provide feedback on the results of problems reported by netizens in newspapers and websites. Organize and carry out online interview activities and hold opinion leader symposiums, carefully listen to and adopt relevant suggestions and opinions, strengthen communication with netizens, and gradually establish and improve the "network governance" chain of collection, classification, assignment, supervision, and feedback to form an online listening A long-term public opinion communication mechanism that gathers public opinion, pools people's wisdom and gathers people's hearts.

The fourth is to innovate public opinion guidance methods and strengthen the construction of public opinion guidance teams.

Actively establish a long-term mechanism for communication and cooperation with domestic big V, cultivate local online "opinion leaders", strengthen mainstream public opinion through their insightful and representative speeches, and give full play to the navigation role. The key to guiding public opinion well lies in talents. Faced with the ever-changing public opinion information, it is urgent to build three public opinion guidance teams, namely forum administrators, online commentators, and online public opinion guides, to firmly grasp the right to guide online public opinion. The fifth is to open up the "two public opinion fields" and promote the interaction between traditional media and new media. After an emergency occurs, we should give full play to the advantages of various media and carry out public opinion guidance through three-dimensional and multiple channels. Traditional media rely on online media to provide news clues, conduct timely interviews, publish authoritative, reliable, and true news reports, and guide public opinion; online media use websites, Weibo, WeChat and other communication platforms to interact with netizens, cover a wider audience, and strengthen The authority of mainstream public opinion unites people's public opinion and fully forms a strong public opinion guidance force.

Establish and improve the online public opinion response and disposal mechanism:

First, establish a linkage mechanism.

Strengthen the construction of a long-term cooperation mechanism for vertical online public opinion in provinces (autonomous regions), cities, and counties (districts), publish three-level public opinion duty telephone numbers, use software platforms such as Tencent and other software platforms to smooth information reporting channels and form work Together. At the same time, we strengthen horizontal collaboration and communication among various departments, achieve consensus, unify our external caliber, effectively respond to public opinion doubts, and create a positive public opinion environment.

The second is to establish a rapid response mechanism.

Once online public opinion is discovered, the Internet authorities quickly convene a meeting to conduct centralized research and judgment, come up with handling opinions, notify the relevant public opinion to the relevant departments, and report it to higher-level departments as appropriate.

The third is to establish a positive response mechanism.

Departments involved in public opinion must quickly intervene in investigations of relevant online public opinions according to the division of responsibilities and respond as soon as possible. Propaganda departments and mainstream media must interact and coordinate with each other to promptly publish response content and positively guide online public opinion.

The fourth is to establish a legal investigation and punishment mechanism.

For online information that is suspected of violating laws and regulations, law enforcement departments must quickly investigate and deal with it in accordance with the law.

The fifth is to establish an accountability and supervision mechanism.

Responsible units and responsible personnel who are slow to respond to and handle online public opinion emergencies, or do not pay enough attention to the assigned work of handling online public opinion, resulting in passive work or serious consequences, will be punished in accordance with relevant regulations. Provide for accountability and supervise implementation.

The sixth is to establish a aftermath evaluation mechanism.

Conduct a comprehensive assessment of online public opinion, including an introduction to the public opinion crisis, measures to be taken, summary of response work, reflections and suggestions, etc., and timely summary of public opinion management experiences and lessons to improve the scientific level of public opinion management.