The Guidance Of Public Opinion In Public Crisis

Frequent crises, especially the public crises had caused serious damage to human society. After SARS cases, China has also gradually paid attention to the research of direction of public opinion in crisis.In fact, the public opinion in crisis is very important to handle and solve the problem.The successful direction of public opinion is the most useful tool to solve the crisis effectively with the lowest cost. It is necessary for us to combine the different characteristics of various media about the direction of public opinions, comparing their advantages and disadvantages, in order to further research the Successful experience of public opinion in crisis.This article is to on newspapers and network to guide public opinion of one public crisis event to carry out a comparative analysis of the similarities and differences.Internet media uses its unique advantage of the media dissemination way to challenge the guide way of tradition media. Internet media is different from traditional media on the characteristics of medium, and therefore guiding the public opinion through the news coverage, when, in the authoritative, interactivity and timeliness have many differences.In this paper, according to comparative newspapers and networks of public opinion to guide policy, effectiveness, timeliness, authoritative, interactivity etc.to analyze on a public crisis the newspapers and network in public opinion to guide the similarities and differences. In the paper, the public crisis event is May 12,2008 Wenchuan earthquake. In order to facilitate comparatively analysis, this paper primarily uses the Sichuan daily and Xinhua Website as representatives of newspaper media and network media to comparative.On this basis,the paper also analyzes the reasons for producing these similarities and differences, and put forward its views.By comparison, it can clearly know two media similarities and differences, when they to guide the public opinion in a crisis event, but also can clearly see the newspapers and networks, when they carry out public opinion to guide the strengths and weaknesses,so learn from each other. Both of them can constantly improve themselves effectiveness of guiding public opinion, authoritative, interactivity, timeliness etc. in a public event, in order to better play its role to fulfill the basic duty of the media.