Actively, timely and objectively report the truth of emergencies and win the initiative of public opinion guidance.
In recent years, a large number of events we have encountered show that when major emergencies occur, the mainstream media, with the support and guidance of the government and propaganda departments, can report in time and accurately, which may curb the space for rumors to spread, maintain social stability and people's peace, grasp the right to speak at the first time, and alleviate the irrational pressure of public opinion in the bud. In the Internet age, people get information quickly and conveniently through the Internet, short messages and other channels. When a major event happens, news will spread like wildfire and have a strong impact on public psychology in a short time. Through the public opinion supervision platform of the multi-Ruike public opinion data analysis station system, it can help the mainstream media to take the lead in guiding public opinion at the first time after the relevant audit procedures, thus establishing the credibility of the media and winning the trust of the audience.
2. The integration of newspapers and networks, complementary advantages, and the formation of a joint force to correctly guide the direction of public opinion.
In the past, TV was faster than newspapers, now the Internet is faster than TV, and mobile phones will be faster than the Internet in the future. The speed of communication affects the effect of public opinion guidance to a certain extent. Facing this new situation of public opinion communication, how should the party newspaper, as a print media, give full play to its traditional advantages in competition and concurrence, and at the same time improve the effectiveness of public opinion guidance with the help of the speed advantages of other media? Practice shows that the integration of newspaper and network is an effective way. Traditional media and new media represented by the Internet can only be more active if they complement each other, merge with each other and form a joint force.
Not long ago, a large shopping mall posted a notice in order to hold a celebration promotion: the first 100 customers queuing to enter the store on the opening day will each receive a certain amount of free shopping vouchers. The next morning, thousands of people lined up in front of the store, and some came early in the morning. After the shopping vouchers were issued, those who didn't receive them were dissatisfied and rushed forward. The scene was in chaos and the door glass was smashed. Because this unexpected incident happened in the city center, it spread rapidly through mobile phones and the Internet, questioning that "the shopping mall is in commercial speculation, blowing bubbles" and "shopping vouchers have long been distributed to related households", and so on, and rumors spread everywhere for a time, which triggered the dual concern of the network and reality. Faced with this situation, the Chinese media quickly told netizens the latest information through the online version, which not only reported that the activities of issuing shopping vouchers in shopping malls were fair, but also pointed out that the on-site management and order maintenance were not done enough and were underestimated. In the face of the doubts about this promotion method on the Internet, we also set up an agenda on our own initiative, and launched an online discussion on the theme of "How to promote and benefit customers in shopping malls" in an online forum, striving to maximize the overlap between media public opinion and folk public opinion, making use of people's needs and concerns, conducting multi-faceted and multi-level in-depth discussions on the incident, integrating netizens' comments, and trying to explore the content in this incident that deserves meaningful in-depth thinking and correctly guiding public opinion.
Facts have proved that when an emergency happens, what society needs most is accurate and timely dissemination by the media, as well as comments with clear attitude, clear position and clear orientation. At present, most of our local party newspapers also have websites. To seize the first time to make the first sound, we can first publish news through the network to meet the needs of the audience in time and attract the attention of the audience as much as possible. Through the linkage between the newspaper and the network, the news published on the network is integrated with the further report of the newspaper, so that the report can enter the audience more deeply and expand the public opinion influence of the party newspaper.
3. Adhere to the people-oriented principle, take reducing the harmfulness of emergencies as the criterion, and assume the political and social responsibilities of the mainstream media.
Sudden events are called "crisis events" in the world, which are generally caused by natural disasters such as earthquakes, mine accidents, air crashes, fires, traffic accidents, terrorist attacks and man-made accidents or conflicts of values and interests, and have a strong "eyeball attraction". Its shock, negativity and unpredictability in the future directly affect readers' reading expectations. The development of China is inseparable from stability and harmony. Party newspapers can't go with the flow in reporting emergencies, and they can't engage in the "bad news is good news" in western news textbooks. Instead, we must stand on the standpoint of the party and the government, focus on the overall situation, focus on the fundamental interests of the people, and carefully deploy and guide them. Among them, we should take reducing the harmful impact of the incident on the public as the first criterion, and take it as our responsibility to boost confidence, unite people's hearts, strengthen the healthy energy and eliminate evil spirits, and maintain stability. Especially in the face of sudden disasters, the goal of the party and the government is to minimize the destructive and negative effects caused by disasters. Local party newspapers must stand on the side of the party and the government without hesitation and fully assume the political and social responsibilities of the mainstream media.
Affected by unexpected events, it is normal for people to be confused, nervous and uneasy at the initial stage. To guide this emotion, the key point is to be a good reporter. People's expressions and ideas in the same disaster will have an intangible impact on others. In the severe freezing rain and snow disaster in early 2008, Jinhua Daily and Evening News changed the traditional way of reporting the disaster. They not only report the disaster situation in time and provide all kinds of relevant information, but also pay attention to capturing people-oriented news, pay attention to people's fate and emotions, show a positive attitude towards life, and make the report more soul and thickness, more affinity and influence. This is the adjustment of the media's attention to the disaster, the repositioning of the news value of the report content, and the new exploration of the mainstream media in improving the ability of public opinion guidance. The stories of returning migrant workers, the People's Liberation Army, community volunteers, electric workers, and traffic police on duty ... are all told by reporters' pens. Their spirit of struggling against disasters touched readers, and their attitude of trusting the party and the government infected readers. Their calm and optimistic mood also made readers feel something and reduced people's anxiety, which had a positive effect.
4. Careful deployment, proactive, improve the foresight and predictability of emergencies.
Whether the mainstream media can quickly get in place and take the initiative to attack in emergencies, and report, comment and interact in a timely, accurate and comprehensive manner with skilled professional skills and modern communication concepts and with the help of the advantages and resources of all parties is related to whether they can master the right to speak. Therefore, as the vanguard of local mainstream media, Party newspapers must make careful arrangements to deal with emergencies, take the initiative to attack, be forward-looking and predictive of emergencies, take the initiative to seize the commanding heights of public opinion from the height of "national interests are above all else, and the fundamental interests of the overwhelming majority of the people are the focus of attention", make good use of communication laws, combine positive propaganda with soothing public emotions, and give play to the guiding role of mainstream media in public opinion.
In the face of major events, public opinion guidance must be smooth and speed up. This is the most effective way and path. As a party newspaper, we should not only attack at the first time, interview on the spot, but also carefully analyze and study, carefully organize and plan, improve foresight, enhance prejudgment and tap its inherent news value.
At the end of June, 2007 1 1, Meng Xiangbin, a confidential staff officer of a deputy company of the People's Liberation Army in Jinhua, Zhejiang Province, jumped into Wujiang River from a bridge with a height of 10, bravely saved the young woman who jumped into the river, but sacrificed her precious life. A man touched a city. Tens of thousands of Jinhua citizens spontaneously came to the riverside to mourn Meng Xiangbin. Jinhua Daily immediately judged that this unexpected event was not ordinary social news, but a series of typical reports that could be bigger and stronger. From the second day of publication to more than a month later, Jinhua Daily and its subordinate newspapers have published more than 100 articles after careful deployment and tracking. In this series of reports, the reporter always insisted on close observation at the scene, truthfully recorded and presented; Give full play to the advantages of writing and the charm of image, hold high the banner of mainstream values and morality, and pursue a high degree of coincidence between news and public opinion; Elite soldiers and strong generals will form commandos, and multimedia will form chorus to achieve the greatest and best social effect of advanced typical reports. This series of reports of Jinhua Daily won unanimous praise from experts and the masses, and won five first prizes of Zhejiang News Award.
5. Strengthen the dynamic guidance of emergencies and improve the pertinence and effectiveness of public opinion guidance.
After an emergency, the public will pay close attention to the cause, process and harm of the incident, and at the same time pay close attention to the investigation process, aftermath and handling results of the incident. Therefore, it is necessary to do a good job of grading dynamic guidance on the core issues and secondary issues of public emergencies, and improve the pertinence and effectiveness of public opinion guidance according to the development trend of public opinion at various stages and in view of the hot issues that have appeared and may appear. To do this well, we mainstream media must do three things. The first is to face the hot spots. If the mainstream media bypasses social hotspots, it is equivalent to giving control of the public opinion field to online rumors. Therefore, our mainstream media must focus on the social hotspots of emergencies and the issues that netizens are concerned about, so as to continuously release people's demands and the media's own information and opinions can have social value. Through in-depth investigation and interviews on hot issues, promoting the resolution of democratic issues is to help the party Committee and government establish a good image. Even in normal times, the mainstream media must pay close attention to the information, events and speeches on the Internet, take the initiative to attack, restore the facts, and interpret the hot spots in order to set the record straight. Facing the hot spots directly is also the premise of establishing the credible and amiable image of the party newspaper. Secondly, anatomical difficulties. In fact, the problem of government work is often the focus of people's attention. It is difficult to announce the truth in time in emergencies. In response to false rumors, the media should promptly investigate with authoritative departments to clarify the facts and curb the spread of rumors. In the "5.7" motorcycle racing incident in Hangzhou, there were rumors about the family background of the perpetrators. Through investigation and interview, local party newspapers selected effective journalists to dispel the rumors about how prominent the perpetrators were, which eased contradictions to some extent and improved the public opinion environment for accident handling. The third is to show your point of view. After the emergency, faced with the massive information on the Internet, as the party newspaper of the mainstream media, we should observe and sort out the information from a higher level, make comments in time, and grasp the initiative of public opinion guidance. This reasonable and reasonable way of commenting is the advantage of the party newspaper in handling and guiding emergencies.