How to guide and control public opinion

First, the working principles of public opinion guidance and control

1 .golden 4 hours: that is, within 4 hours after the occurrence of online public opinion, the public opinion subject should revise and implement the online public opinion crisis plan according to the actual situation, so as to control the development of the situation as soon as possible. When dealing with the crisis of public opinion, the faster the reaction of the relevant subjects, the smaller the losses.

2. Principle of openness and transparency: As the saying goes, "If there is nowhere to hide, let the truth come out." Publishing the truth is the best way to satisfy the curiosity of netizens, which helps to cool public opinion and prevent it from spreading and fermenting.

3. Principle of initiative and sincerity: No matter where the problem lies, the subject of public opinion should take the initiative to take responsibility. Because for the media and the public, the attitude of dealing with problems is the most important. At the same time, you should take the initiative to contact the authoritative news media, and make the plan, process and results of crisis management public in time, so that the public can see your initiative to solve the crisis. The equality of media environment also makes the public and the public more equal in the same dialogue system. Only a sincere apology, empathy and sincere explanation can win public understanding and forgiveness.

4. The principle of system management: take calm and neat measures to deal with online public opinion, make the fastest response schedule in organization, make clear and rapid decisions, unify the external caliber after making professional responsibility matters, take into account the specimens and treatment of public performance, and pay attention to public opinion until the public's sight disappears.

Second, analyze the importance of public opinion guidance and control.

According to different subjects, the importance of public opinion guidance and control is different.

For example, it can help government departments to effectively control the information released by people and media within their jurisdiction or jurisdiction on the Internet, including hot events with strong repercussions or emergencies that attract high attention in a short time, and help relevant departments solve problems.

For example, enterprises specializing in the real estate industry have frequent accidents and public opinion. After the information is spread through the network, it will soon lead to heated public opinion, which will have a great negative impact on the market reputation and brand image of real estate companies. Through the management of these public opinions, real estate enterprises can find public opinions at the first time, formulate reasonable public opinion disposal plans, prevent public opinion events from getting out of control and stop losses in time.

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Third, an auxiliary tool for public opinion guidance and control.

Sharp tools make good work. After understanding the working principle and importance of public opinion guidance and control, he should also use some external auxiliary tools. It mainly refers to the real-time monitoring and analysis of public opinion on the whole network with the help of some public opinion monitoring systems, such as understanding the situation in Wechat business, grasping the core demands of public opinion in time, providing direction guidance for public opinion control, and adjusting public opinion control strategies in a targeted manner according to public opinion changes to help solve the problem of online public opinion response and disposal.