How to improve the ability of grassroots cadres to deal with the media

Understand the media correctly and comprehensively.

Modern society is a society that advocates democracy, pays attention to individuality and public interests, and the media is the spokesman of the public. Party and government leading cadres must change their ideas and attitudes towards the media, improve their knowledge and understanding of the media, and strive to adapt to the requirements of the new situation for their ruling ability.

1. Under the new situation, the media is not only a tool for information dissemination and exchange, but also a force that affects public opinion and even changes the development of events and social processes. Leading cadres at all levels should have a high understanding of this. Traditionally, it is generally believed that the news media is the mouthpiece of the party and the government and a tool for public opinion propaganda. Although this function of news media has not changed fundamentally at present, it is obviously far from the development of the times if it only stays at this level of understanding. In today's situation, the media is not only a tool for information dissemination and exchange, but also an important function of public opinion guidance and supervision. The powerful public opinion influence it produces can affect the development direction of the event itself and even the development process of society. Far away, for example, in 2003, Sun Zhigang, a Guangdong college student, was killed as a tramp because he didn't have a temporary residence permit. After in-depth and continuous media coverage, not only Guangdong province, but even the whole country has ended the policy of accepting and repatriating social vagrants, and the national laws have been revised accordingly. Recently, for example, in September of 20 10, the relocated households in Yihuang County, Jiangxi Province set themselves on fire. Due to the deep involvement of the media, the local government finally had to change the demolition decision, and the local party and government leaders were also dismissed. An online article written by an official of the local government said that due to this incident, "the development of Yihuang may be delayed for five years"; In addition, 20 10 Guangxi tobacco director's online diary, Hebei "my father is Li Gang" traffic accident, Jiangsu Haimen audit bureau director super-standard reception, etc. It is because of the continuous follow-up reports of the media, especially the intervention of the Internet, that the parties have nowhere to escape and finally change their personal destiny.

2. The news media have independent social positions and viewpoints. We should not regard the media as "friends or enemies", and leading cadres at all levels should treat it with a rational and scientific attitude. The media shoulders social responsibility and speaks for the public. The social role of the media determines that they have their own independent social positions and views, and no one can change them. At present, some local leading cadres regard the media as guests of honor and are very polite when they see media reporters coming. Sometimes even unprincipled to meet the requirements of individual bad media reporters, giving the bad guys an opportunity, and even causing a situation of "inviting wolves into the room"; There are also some leading cadres who regard the media as a scourge, and in their words, they are "fire prevention, theft prevention and journalists prevention". Media interviews, whether positive or negative, will stay away, push if they can, and hide if they can. These two attitudes are irrational and unscientific. The scientific attitude towards the media is to jump out of the wrong understanding of "friends or enemies" or "friends or enemies". The media come to publicize our work positively, and we should receive it warmly, but we should grasp the scale. Don't think that you can call each other brothers just because you are familiar with them. We should know that the competition between the media is fierce, and the media people are different. For the benefit of the media or individuals, today is the brother who may turn against tomorrow. When criticizing and reporting, the media should not adopt the "ostrich" strategy that ignores people's intentions to find fault or oppose it. It should be noted that media reporters are generally prepared for criticism and reporting, and also have their own job responsibilities and assessment requirements. If the local party committees and governments do not respond positively to the problems they reflect, they will naturally look for others, and in the end, local leaders are often passive.

3. Today's media are divided into traditional media and emerging media, and the official mainstream media is different from the social non-mainstream media. Leading cadres at all levels should have a comprehensive understanding and understanding of this. With the development of social economy, the media information industry is more and more developed. In the past, people described government officials as "a newspaper with a cup of tea that lingered for a long time", which reflected the problem of government officials' style, and also showed the serious shortage of media information at that time. Even so, it is good for ordinary people to listen to the radio or watch TV. But nowadays, there are countless newspapers, magazines, radio and television channels. Turn on the computer or mobile phone, and whatever happens in every corner of the world at any time, as long as you want to know, it's easy. The media is developed and the amount of information dissemination is huge, but grassroots leading cadres should not be dazzled and overwhelmed by this phenomenon. No matter how developed the media information industry is, according to their social attributes, it can be basically divided into two types: traditional media and emerging media. Under the leadership of the Party, all kinds of party newspapers, magazines, people's broadcasting stations and TV stations represent traditional media and still occupy the position of mainstream media in today's era. The information they publish is authoritative, and the policy of running newspapers, periodicals and Taiwan is relatively stable. And all kinds of urban newspapers, magazines, industry periodicals, as well as various websites and forums, online videos, SMS, blogs, Weibo, QQ instant messaging tools, etc. These are emerging media, which often stand in the position of a certain social group or even represent the interests of a specific individual. The information released is relatively fast, in-depth and sustained, and sometimes appears more radical or even biased. Of course, with the development of media information industry, on the basis of mutual competition, the trend of mutual utilization, mutual influence and mutual integration between traditional media and emerging media is accelerating, and the boundary between them is becoming more and more blurred. Leading cadres at all levels should treat the media correctly and have a profound and comprehensive understanding of these social attributes and development characteristics of the media.

Second, be kind, make good use of and manage the media.

As a social public resource, media can help us and become a good external driving force to promote local development. Improper use will destroy the external image of a place and bring long-term negative effects to the work of local party committees and governments. The so-called "success or failure of the media" has been deeply understood by party and government leading cadres in some places. Therefore, while being kind to the media, we should also know how to make good use of the media.

1, do a good job in news planning and actively guide public opinion. You can't make a silk purse out of sow's ears. The survival and development of the media can not be separated from the news propaganda materials provided by party committees and governments at all levels, and under the trend of increasingly fierce news competition, the work of party committees and governments has always been one of the most important news sources for the media. Therefore, the best relationship between the media and the government should be benign interaction, and it is a relationship that each needs. Local party committees and governments at all levels should fully seize the opportunity, cherish resources, actively do a good job in the annual publicity plan and the theme planning of news propaganda in different periods, timely announce major agendas, actively set up news topic, provide more and better news materials for the media, and actively guide public opinion propaganda. Specifically, by holding press conferences, media briefings, journalists' symposiums and organizing media activities, we can publicize the work of local party committees and government centers to the media and journalists, introduce their work experience and achievements, effectively reduce or eliminate negative public opinion reports by increasing positive public opinion propaganda, and establish a good social image for local party committees and governments. For example, in recent years, our county has actively guided the media inside and outside the county to strengthen positive publicity around the highlights of ecological civilization, characteristic industries, circular economy, cultural tourism and people's livelihood, which has greatly enhanced Ninghai's popularity and reputation.

2, do a good job of interview reception, scientific response to the media. In addition to actively strengthening news planning and public opinion guidance, accepting daily interviews from news media is also an important task for party and government leaders everywhere, and it is a rigid requirement to reflect and enhance leadership ability. As a leading cadre of the party and government, no matter how busy the work at hand is, don't refuse easily under normal circumstances. We should fully realize that media propaganda is also a kind of productivity in a certain period. Good work can be better promoted through media propaganda, and problems can be better solved through public opinion supervision. Interviewing with the media requires not only a warm attitude, but also a profound and comprehensive understanding of the needs of the media. Generally speaking, when interviewing leading cadres of the party and government, the media not only requires them to be familiar with the basic situation of their localities or departments, but also to grasp the key points and highlight the key points when introducing their business work. Moreover, once interviewed by the media, especially by radio and television media, it is best to be concise in language expression and friendly and generous in image and behavior. All these require leading cadres at all levels to improve their comprehensive quality and accumulate experience through continuous study and exercise. Of course, in case of special circumstances, it is really inconvenient to be interviewed by the media. We should also explain the situation in time and explain the reasons, so as to minimize unnecessary misunderstandings of the media. We must never refuse it bluntly and leave a bad impression on the media.

3. Support media work and maintain good communication. In normal work, even if the media has no interview requirements, as party and government leading cadres, they should also pay attention to maintaining necessary contact and communication with the media (especially the mainstream media), show concern and support for the development of news media and the work of media reporters, and provide assistance within their capacity when necessary. Maintaining good contact and communication with the media can not only keep the media informed of our work, but also help to continue cooperation and publicity in the future. Moreover, at critical moments, especially in times of crisis, friendly media can act as spokespersons for local party committees, governments or departments, helping us to better communicate with the public and reduce unfavorable external interference and obstacles. In addition, through the benign interaction with the media, we can also effectively enhance and enhance the public image of the party Committee and government, so that our policies and measures can be understood and supported by more people. Take Guangdong Province as an example. In recent years, under the leadership of Wang Yang, secretary of the provincial party committee, Guangdong Province has not only maintained a good interactive and cooperative relationship with the media in the province, but also received positive praise from the media all over the country and even around the world. The image of Guangdong Province as the forefront of China's reform and opening up has been further strengthened and enhanced.

4. Raise awareness of publicity and strengthen team building. Propaganda work is not dispensable, ideological problems cannot be solved well, and all work can hardly be carried out smoothly and effectively. Party and government leading cadres at all levels should always strengthen their awareness of publicity when planning and deploying major work, make publicity plans synchronously or even in advance, carefully study, arrange, organize and implement publicity work, make full use of all media publicity resources such as newspapers, radio, television and the Internet, and create a good public opinion atmosphere for their work. Of course, to do a good job in propaganda work, we should not only rely on the news media and propaganda departments, but also strengthen the construction of propaganda talents at all levels and departments, and form a team of propaganda talents who are familiar with the laws of propaganda work, can be drawn out and do well, especially the spokespersons who represent the image of the departments and other comrades who are specifically engaged in propaganda business. It is necessary to create conditions and provide opportunities for them to exercise their abilities and improve their level through practical work. In short, establishing a good propaganda consciousness, building a capable propaganda team, mastering and applying news laws skillfully, and strengthening the management and guidance of all kinds of news media (especially emerging online media) will provide a solid and powerful ideological guarantee for us to do all the work well and gather a strong impetus for promoting local stability and social development.

Third, scientifically respond to the crisis of public opinion.

In the current period of economic and social transformation and development, local development and construction will encounter many unexpected sudden problems, and some improper handling will form crisis events. Scientific response to the media in crisis events and effective public opinion guidance through the media are important key links to deal with and resolve the crisis. Compared with normal work, this tests the comprehensive adaptability of party and government leading cadres at all levels.

1. Tell the truth quickly and respond positively to prevent the spread of false information or rumors. When the crisis occurs, the local party and government leading cadres are slow to respond and silent, which will inevitably lead to the intensification of the crisis, and then all kinds of false information and even malicious rumors will fly everywhere, which will not only cause immeasurable damage and loss to the image of the party Committee and government, but also seriously affect the stability of social order. In the SARS incident in China in 2003, the Ministry of Health and Beijing Municipality were dismissed due to untimely, opaque and inaccurate information release, and the relevant leaders were held accountable. These are profound lessons that we need to keep in mind at all times.

When a crisis occurs, it is more important to keep information efficient, smooth and transparent than the handling of the incident itself. Relevant local party and government leaders must send spokespersons at the first time to release news information to the public through the media, clarify the facts, take the initiative to respond to public queries, seriously clarify false rumors, and take necessary preventive measures against those who maliciously publish false information. Of course, while demanding speed and timeliness, the news information released by the party and government departments must be accurate and comprehensive, and can't be secretive, secretive, and can't talk nonsense at will.

In the process of handling the "70 yards" incident in Hangzhou in 2009, the traffic police department made a hasty speech because it did not accurately grasp the accident speed when releasing the news, which triggered a new public opinion crisis; In addition, on June 2, 20654381day, Katie, a mainstream singer in Fuhe, Jiangxi, had a mental breakdown. That night, CCTV interviewed the Jiangxi Provincial Defense General Office on the spot, but the relevant person in charge of the office took pains to list a series of "important instructions" from the leaders of Jiangxi Province and the National Defense General, but failed to respond to the flood disaster and the transfer of the affected people that the media and the public were very concerned about. The CCTV host interrupted twice, which subsequently triggered the media and the public. These are realistic and vivid teaching materials that our grassroots party and government leading cadres need to deeply reflect and learn from.

2. Follow up and update in time to effectively squeeze the space for negative information dissemination. The occurrence and disposal of crisis events are often highly concerned by the media and the public. After the preliminary facts are clear, the media will need more things to report, and the public will also put forward more and more in-depth requirements for "the right to know". Local party and government leading cadres should have a correct understanding of this. Don't think that "everything is clear" can rest easy. You should know that the power of the media is very powerful. Driven by the public's curiosity, in order to attract the public's attention, some media reporters can be "pervasive", and what's more, they will not hesitate to catch shadows and fabricate troubles. Therefore, in the process of crisis handling, the relevant local party committees and governments must follow up and release the latest information on the development and handling of the incident in time, constantly update and enrich the information content, and guide the media to report objectively, fairly and comprehensively, so as to firmly control the situation and stabilize the situation. There are also many lessons in this regard. For example, a "petitioner" was killed by an engineering vehicle in Zhaiqiao Village, Pu Yin Town, Yueqing City recently. Although the local traffic police department held a press conference, informed the relevant situation and responded to the media's doubts, there was still a continuous hot discussion in the media and online, and even the voice of "killing" continued to question. The main reason is that the local government's news release is not timely enough, the response to the question is not convincing enough, and the content of the information released is not transparent enough, leaving room for all kinds of negative information and speculation rumors.

3. Highlight key points, solve problems and establish a pragmatic and efficient image of the Party committee and government. The occurrence of crisis events, except for a few accidental or external irresistible factors, such as traffic accidents, natural disasters and so on. There are subjective reasons behind most events. Therefore, in the process of handling the incident, the media and the public will not only pay attention to the incident itself, but also dig deep into the "hidden story" of the incident, as well as the attitude of government departments before the incident and how to solve the problem afterwards. Therefore, local grassroots party and government leading cadres must have a profound and comprehensive understanding of the causes of the crisis, but when dealing with the media, they should "tell more facts and be careful about the reasons." If the media question the cause of the incident, they must respond in time, analyze objectively, and focus on guiding the media to shift the focus of reporting to the direction of incident handling and problem solving. Successful examples in this regard, such as the "day reading meeting" in our county on 20 10, may trigger events that affect social stability. County leaders and relevant departments attach great importance to it. While actively taking measures such as education, prevention and crackdown, they constantly strengthened publicity and guidance, and actively informed the media about their work and the reactions of people from all walks of life, so that this budding incident gradually subsided and resolved, effectively maintaining social stability.