The word "news public opinion" is often used, and the two are really closely related. But there are also differences. News is not equal to public opinion.

News is a fact released by the media that has just happened or is happening. Public opinion is public opinion.

News communication is organized and self-directed. The spread of public opinion is disorderly and spontaneous.

News can reflect the views of the media or journalists, and it is a reflection of the media's tendency. Public opinion must be popular, which is the view of most people.

First, news media is a tool of public opinion, and news media and public opinion complement each other. Because of its own characteristics, news media participates in all aspects of the production and function of public opinion, which constitutes its close relationship with public opinion.

Second, reflect and represent public opinion.

1) Public expression is not only the necessary condition of public opinion, but also the ultimate symbol of public opinion, and public expression must rely on certain media, so the formation of public opinion is always inseparable from the news media.

2) The news media has played the most frequent role in carrying public opinion, which makes the media "promoted" from the simplest expression channel to the position of public spokesman, that is, "imitating the public".

3) The news media plays the role of public forum and public spokesman in the public opinion field. It is both the carrier of public opinion and the shadow of the subject of public opinion.

Third, arouse public opinion.

1) The premise of the formation of public opinion is that "opinions must point to specific public affairs", and people are right.

The understanding of the important information of this transaction mainly comes from the media. The public's judgment on the importance of external information is also mainly based on the order of news media judgment.

2) The topic of news media setting often comes from the source of public opinion, that is, the public's concern for public issues. This is one of the important means for the media to have long-term potential influence and influence public opinion.

Fourth, guide public opinion:

1) Build a modern information environment through continuous information flow, which will influence people's understanding and guide public opinion. Information is the basis for the formation of public opinion and public awareness. In the process of forming public opinion and attitude, it has actually been restricted by the media information environment, which has guided it in a clamped manner.

2) Guide public opinion by expressing opinions directly or indirectly. The news media express their positions and opinions and guide public opinion through hidden opinion tendency reports or direct comments. The popular media can easily make their own views and positions become "mainstream opinions" and let the public follow and adapt as multiple opinions, which is often a process of conscious control and guidance by the media.