Research On The Strategy Of Public Opinion Guidance In The Public Health Emergencies Coverage

As Public health Emergencies is related to most people's health,it is always able to touch the public's nerves,triggering media coverage and Internet users' talking.According to the data of the “Shandong vaccine emergences”,the volume of information searching reached to 200,000 in a single-day.And the news reports were more than 12,000 articles.It can be seen that the public health emergencies test the media's ability of coverage,and the communication spread of information test how the media in a limited time to set up the issue and to guide public opinion.How does the media report on public health emergencies in China? In this paper,the author take the “Shandong vaccine emergences” as a example,relying on the data providing by the Sina micro-public data analysis platform.And the time limited on the March 18,-April 16,2016.According to the media reports and the number of reports,content and so on,the author divided the “Shandong vaccine emergences” into four reporting period,to summarize how the media carried out the report in four period.Then through the public opinion on “Shandong vaccine emergences”,to understand how the media coverage promoted the public opinion evolution,and to analysis how the media coverage guided the public opinion in different stage.The study found that in the public opinion guidance of "Shandong vaccine emergences",the media reports guided the public opinion mainly from the four aspects.first,a large number of reports were the government response measures to safeguard the image of the government and enhance public safety.Second,the aim of tracking reports was to release public panic.Third,the media criticized the question of vaccine safety,thus tracing the root cause of the case.Fourth,the experts and popular science information could reshape the trust of people to the vaccine,and could change the beginning of the public awareness.From the summarizing of the characteristics of public opinion,this paper put forward the public opinion guidance strategy to the public health emergencies coverage.In the public opinion guidance of public health emergencies,the main purpose of media coverage is to eliminate public panic,and to correct the wrong idea.So,the media coverage of public health emergencies should coordinate to the government,and carry out public opinion guidance with strategies.From the media coverage level,the media could use the facts to guide the public,so that the public could understand the facts and the truth.On the public opinion stage of development,in different period,the media take different measures to set up and discuss the issue,dialogue with government and to eliminate the impact of public opinion.