Establish the concept of attaching great importance, effective management, positive response and correct guidance. At present, the society is in a period of high incidence of emergencies, so leading cadres at all levels must enhance their sense of hardship, strengthen their awareness of prevention and pay close attention to online public opinion. In the face of major public opinion, actively respond, take the initiative to respond, quickly report the facts, use various media to clarify misunderstandings, strengthen positive guidance, meet the information needs of netizens, and effectively resolve the public opinion crisis.
Establish the idea that public opinion response is as important as public opinion guidance. In the process of online public opinion processing, public opinion analysis and judgment, media interviews and reports, authoritative information release and other work are organic components of online public opinion management. According to the principle of "territorial management, graded responsibility, quick verification, active guidance, systematic response and classified policy", and the steps of quick report, careful report of reasons, slow summary, from simplicity to complexity, increasing trust and dispelling doubts, we will start emergency plans, set up public opinion guidance topics, release authoritative information in time, organize media interviews and reports, firmly grasp the right of public opinion guidance, and create a strong public opinion environment for properly handling public opinion events.
Establish the concept of timely release of authoritative information, guide and influence the media, and create a good public opinion environment. The media is everywhere, and everyone is a reporter. Internet users can forward comments anytime and anywhere through communication tools such as mobile phones, pay attention to online public opinion and spread information quickly. Even if the authoritative department is "absent" and authoritative information lags behind, public opinion hotspots will still form rapidly. Once online public opinion occurs, the government and competent departments should release authoritative information in a timely and orderly manner, and guide the media to report the angle, content and tendency of public opinion, thus affecting public opinion and preventing some media from catching shadows and being distorted and hyped by rumors and hype.
Establish the idea that big media should cooperate to deal with and guide public opinion. In the face of profound changes in media structure, information dissemination and public opinion formation, only by giving full play to the advantages of traditional media and new media and establishing the concept of coordinated operation of large media can we give full play to the overall strength of various media and create a healthy and upward social public opinion environment. For traditional media, with its credibility and influence, it plays the role of the main channel to guide and influence online public opinion; For new media such as the Internet, it is necessary to innovate management ideas, amplify the positive energy of online grassroots speech, actively guide them to channel netizens' emotions, condense netizens' knowledge, and give play to the guiding role of public opinion in new platforms, new channels and new positions.
Second, integrate resources and improve the ability to respond to and guide public opinion.
Straighten out the internet management system. Establish "province (autonomous region), city and county" three-level Internet management institutions to take charge of Internet information content, guide, coordinate and urge the competent departments of the Internet industry, the competent departments for combating cybercrime and other relevant departments to strengthen the management of Internet information content, and provide organizational guarantee for the orderly development of public opinion management. At the same time, we will strengthen the construction of three teams, namely, network news spokesman, network public opinion information officer and network commentator, to be responsible for the disposal and guidance of network public opinion, and form a new pattern of network public opinion management that combines the overall coordination of the competent department of Internet information content, the active response of the public opinion department, the active cooperation of mainstream media and online media, and the publicity and guidance management.
Strengthen the construction of public opinion positions. Establish the concept of big media, integrate all kinds of media information resources, build an online publicity platform, and establish an all-media public opinion communication position where online media and traditional media interact and act together. Innovate communication methods, expand communication channels, enrich communication means, strengthen online media and self-media management, improve the ability of government information disclosure under the new media environment, publish important decision-making arrangements and policy documents of party committees and governments to online publicity platforms, disclose them to the public in a timely and accurate manner, and directly transmit them to netizens, and communicate with netizens in reply to understand their demands, answer their questions and respond to their help, effectively resolve negative social emotions. In the process of the occurrence and evolution of sudden online public opinion events, it is necessary to report false reports, deliberate hype, deliberate exaggeration and irrational behavior in time through multiple channels and means, strengthen positive guidance, expose and eliminate rumors, announce and clarify facts, stabilize netizens' emotions, and provide a three-dimensional communication position for effectively resolving various public opinion crises.
Establish an efficient public opinion monitoring analysis platform. It is the basic requirement for improving the quality of online public opinion management to continuously monitor the changes of online public opinion and keep abreast of the hot trends of online public opinion. Public opinion monitoring analysis system is a software platform developed by using statistical theory, information science and technology, network search engine technology and data mining technology, which automatically captures hot spots and focus topics from massive network information, predicts possible development trends and generates online public opinion analysis reports. Public opinion analysts use this system to obtain public opinion information and reports, conduct timely analysis and judgment, fully grasp the development trend of public opinion events, and provide technical support for improving the overall management and control ability and judgment level of online public opinion information.
Third, address both the symptoms and root causes, and build a long-term mechanism for online public opinion response and public opinion guidance.
Establish and improve the network public opinion monitoring reporting mechanism. Establish and improve an all-weather, three-dimensional network public opinion monitoring system with a special person in charge, horizontally to the county (district) and vertically to all departments (units), strictly implement the 24-hour network public opinion monitoring duty system, realize cross-tracking and monitoring of network public opinion, and ensure that public opinion is found at the first time and the initiative in work is grasped. Establish a system of daily summary, weekly analysis and monthly summary, and report online public opinion in a timely manner by means of one thing, one report, emergency report and major online public opinion to provide reference for decision-making.
Establish and improve the early warning mechanism for online public opinion judgment. In order to strengthen the effective control of network public opinion changes in emergencies and prevent and control network public opinion as soon as possible, it is necessary to make a good disposal plan in advance. The emergency plans formulated include the overall emergency plan for network public opinion linkage, the emergency level plan for network public opinion linkage, including four plans of Grade I (particularly significant), Grade II (significant), Grade III (relatively large) and Grade IV (general), and the special emergency plan for network public opinion linkage (including departmental plans, local plans, plans for enterprises and institutions, and single plans for major activities), each with different levels and ranges. Once online public opinion occurs, online public opinion analysts track and judge the nature of public opinion in time, deeply analyze the opinions and attitudes contained in online public opinion, find out the root causes of public opinion, find out the blind spots, weaknesses and difficulties in work, and release early warning information at different levels in time. According to the level of public opinion, start the plan, mobilize and integrate various forces in a short time, form a common driving force to deal with the crisis, respond quickly and effectively, and strive to minimize the possible negative impact.
Establish and improve the network public opinion response and disposal mechanism. The first is to establish a linkage mechanism. Strengthen the construction of long-term cooperation mechanism of vertical network public opinion in provinces (autonomous regions), cities and counties (districts), announce the three-level public opinion on-duty telephone number, and use Tencent communication and other software platforms to unblock information reporting channels to form a joint effort. At the same time, strengthen the horizontal cooperation and communication between departments, reach a * * * understanding, unify the external caliber, effectively respond to public opinion queries, and create a positive public opinion environment. The second is to establish a rapid response mechanism. Once the online public opinion is found, the Internet authorities will hold a meeting quickly, conduct centralized judgment, come up with disposal opinions, inform relevant departments of the relevant public opinion, and report it to the higher authorities as appropriate. The third is to establish a positive coping mechanism. Departments involved in public opinion should promptly intervene in the online public opinion survey according to the division of responsibilities and respond at the first time. The propaganda department and the mainstream media should cooperate with each other, release the response content in time, and guide the online public opinion positively. The fourth is to establish a mechanism for investigation and punishment according to law. For online information suspected of violating laws and regulations, law enforcement departments should quickly check people and deal with them according to law. The fifth is to establish an accountability and supervision mechanism. The responsible units and personnel who are slow to deal with emergencies of online public opinion or pay insufficient attention to the assigned work of online public opinion disposal, resulting in passive or serious consequences, will be held accountable in accordance with relevant regulations and urged to implement them. The sixth is to establish a aftermath assessment mechanism. Comprehensive evaluation of online public opinion, including the introduction of public opinion crisis, measures taken, summary of response work, reflection and suggestions. Summarize the experience and lessons of public opinion management in time to improve the scientific level of public opinion management.
Establish and improve the network public opinion guidance mechanism. The first is to establish a combination mechanism of dredging and blocking, focusing on dredging and frank communication. If the rumors spread on the Internet are clarified in time, necessary blocking measures can be taken to curb the spread. For all kinds of social hot issues, we should pay attention to "persuasion", master the art of network communication, make good use of network language, quickly release authoritative information, build a mainstream public opinion guidance circle, guide netizens to "think" and answer "how to do" at the same time, and constantly improve the guidance level. The second is to crack down on online rumors according to law and promote the legalization process of public opinion guidance. In accordance with relevant laws and regulations, intensify the investigation and punishment of illegal network communication and crack down on network rumors according to law. Those who use the Internet to spread rumors and slander, publish vulgar, obscene and pornographic information and other violations of law and discipline shall be investigated for legal responsibility according to law; Abuse of public rights, trampling on citizens' right of free expression, taking revenge and even arresting netizens should also be severely punished according to law. We will steadily promote the real-name management of the Internet, curb online anonymous behaviors such as violence, slander, and exposure of others' privacy, and promote the healthy development of online public opinion. The third is to focus on network governance and build a network public opinion communication mechanism. Build a network governance platform, actively "push" the release of authoritative announcements, government information, policy interpretation and other information, accept the consultation of netizens, be responsible for answering questions and promoting the implementation of policies. Accept suggestions, complaints and professional ethics supervision from netizens through the leadership mailbox, Weibo and other channels, and regularly feed back the results of netizens' handling problems in newspapers and websites. Organize online interviews, hold a forum for opinion leaders, listen carefully and adopt relevant suggestions and opinions, strengthen exchanges with netizens, gradually establish and improve the "network governance" chain of collection, classification, assignment, supervision and feedback, and form a long-term public opinion communication mechanism that listens to public opinions online, gathers people's wisdom and gathers people's hearts. The fourth is to innovate the way of public opinion guidance and strengthen the construction of public opinion guidance team. Actively establish a long-term mechanism of communication and cooperation with domestic big V, cultivate local network "opinion leaders", strengthen mainstream speech through their insightful and representative speeches, and give full play to the navigation role. The key to do a good job in guiding public opinion lies in talents. Facing the ever-changing public opinion information, it is urgent to build three public opinion guiding teams, namely forum administrators, network commentators and network public opinion guides, and firmly grasp the guiding right of online public opinion. The fifth is to open up "two public opinion fields" and promote the interaction between traditional media and new media. After the emergency, give full play to the advantages of various media and carry out public opinion counseling in a three-dimensional and multi-channel manner. Traditional media provide news clues with the help of online media, interview in time, publish authoritative, reliable and true news reports, and guide public opinion well; Online media use websites, Weibo, WeChat and other communication platforms to interact with netizens, covering a wider audience, strengthening the authority of mainstream public opinion, condensing public opinion, and fully forming a strong joint force of public opinion guidance.