With people's more and more frequent and extensive use of new media, new media has gradually grown into a public opinion platform integrating information, opinions and public opinions while meeting users' basic information acquisition needs. In recent years, a series of social hot events constantly show that the influence of new media on public opinion is rapidly increasing. The new media public opinion presents some characteristics different from the traditional public opinion: the anonymity of public opinion subjects and the universality of participation channels, the boundlessness of communication space and the real-time convergence of opinions, the spontaneity of topic generation and the uncertainty of public opinion development, the plurality of values and the criticism of value orientation, the anomie of opinion expression and the polarization of group behavior. The characteristics of this route have had a profound and extensive impact on public opinion.

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Therefore, under the public opinion environment of new media, as a central enterprise, how to respond to the opinions formed by the people, how to strengthen communication with the people, how to enhance mutual understanding, and how to turn passivity into initiative are issues that China Petrochemical propagandists should seriously consider. Below, I will talk about some thoughts and suggestions on how to guide public opinion under the new situation.

First of all, why should we conduct public opinion guidance?

First, it is the inevitable product of social development. Compared with 30 years ago, on the one hand, we dare to say things that we didn't dare to say before, and information that we couldn't receive before can now be obtained through search engines or interactive media; On the other hand, the arrival and rise of the "self-media" era has made it possible for the public to communicate without hearing or seeing expressions, so the news obtained by the public is true or false, and some people who make news have good intentions and ulterior motives. How to effectively guide and guide untrue, one-sided and incomplete public opinion is a new topic that the society must face up to at present.

The second is a social phenomenon that central enterprises must deal with. Central enterprises, the "eldest son of the Republic of China", are destined to receive more attention and assume more responsibilities, and every move is concerned and noticed by the general public. At the same time, with the rapid development of the national economy in recent years, there have been serious faults in the economic base and superstructure, and the gap between the rich and the poor has further widened. Many viewpoints are perceptual, objective and incomplete. Therefore, how to deal with public opinion and create a good internal and external image for central enterprises is a top priority for central enterprises.

Third, it is an inevitable problem in the rapid development of central enterprises themselves. Take Sinopec as an example. As the vanguard of central enterprises, we undertake the historical mission of becoming stronger and bigger, and the state and society have high hopes for us. However, in the process of development, the characteristics of the petrochemical industry determine that security accidents, financial shocks, official changes and other issues are inevitable, and there are many obstacles to development. How to effectively explain this series of problems in full view and strive for the greatest understanding of the people requires us to do a good job in publicity and guidance while opening up enterprises.

Secondly, how to guide public opinion.

In the face of the crisis of public opinion in central enterprises, we believe that "sparse but not blocked, should be sparse and not sparse", and we should guide and channel people's misunderstandings and grievances. But how to guide and do the work in detail? I think:

First, be mentally prepared to meet different imaginations and ideas. Because each of us is different, but often most of us don't think that our world outlook and behavior are different, but regard our way of looking at problems as "normal", so that the other person looks at the world in the same way as himself. Therefore, many enterprises will appear "allergic constitution" and "fragile" when facing the crisis of public opinion. This is because they don't realize ideologically and psychologically that people's voices come from all walks of life, and their thinking mode or mindset is different from that of our internal employees. If you always respond to the people with your own mentality, thoughts will collide and differences will arise. And because people often don't look at their natural ideas critically, they are more willing to blame each other's stupidity. Therefore, when people question the monopoly, profiteering and corruption of petrochemical enterprises, they would rather believe that they are absolutely right than give a 360-degree perspective and analysis of monopoly, profiteering and corruption.

Second, look at things from multiple angles and guide people to know different things. With the rapid development of economy, many social ills have been exposed, and now people's first impressions of some things have been formed. For example, when it comes to food, they think of safety. When it comes to motor trains, they think of 723 traffic accidents. When it comes to petroleum and petrochemical, they think of monopoly, profiteering and corruption. The cost of rapid economic development is huge, but objectively speaking, people's impressions and views are also one-sided. As a propagandist, we should first strengthen our study, improve our multi-faceted understanding of things, learn to look at problems from multiple angles, and face these public opinion crises in order to find the right angle and give people correct and effective guidance.

Third, there is a set of its own discourse system as a support. Whether interviewed by the media or published in the official Weibo, we should have our own discourse system to guide public opinion and let people see the problem from a certain angle. Because language is the carrier of culture and way of thinking, public opinion guidance itself is a game of thinking and a contest between different cultures. Without the support of corresponding words, public opinion guidance will fall into a strange circle of self-talk.

Fourth, strengthen communication and management with opinion leaders. The "independence of interests" of online opinion leaders makes them more trusted by the public. The cross-regional characteristics of the Internet keep online opinion leaders away from netizens. It is this distance that makes opinion leaders have no purpose of obtaining direct benefits. Opinion leaders release information with "enthusiasm", which makes online opinion leaders more trusted by netizens and thus more convincing. Therefore, it is very important to unite and influence opinion leaders of new media to guide public opinion.

The rapid development of new media is constantly changing the generation, existence and dissemination of public opinion, and constantly posing new challenges to the existing social management model. The network has the characteristics of low cost and high efficiency, and all social strata and interest groups can express their opinions and interests more directly through the network. Therefore, central enterprises occupy the propaganda position of new media cyberspace and do a good job of public opinion guidance, which will play a very key role in enhancing corporate image and even enhancing the overall deliberative ability of netizens.

Network public opinion monitoring requires real-time, comprehensiveness and accuracy. Duoruike public opinion data analysis station can meet the three major elements of the system public opinion information service market, namely, real-time: the earlier the public opinion is obtained, the greater the space left for response and disposal, while the development of online public opinion is often explosive, and the opportunity is fleeting. Once the best opportunity is missed, it will be regretted; Comprehensiveness: Internet public opinion is a little easier to attack, not as good as the rest, with a large amount of information, and it is easy to ignore many important information; Accuracy: under the condition of massive information, how to accurately grasp the core of the problem and not be trapped by interference is the key to making a correct judgment.