The Research Of Guiding Public Opinions On The Emergency By People’s Daily Official Micro-blog

People’s Daily official micro-blog appear on July 22, 2012,as of April 2015, has published more than 44000 weibo, accumulate more than 33696586 fans.As China’s first major newspapers,the People’s Daily’s performance is very popular in the field of micro-blog.The attitude of netizens also from the beginning of doubt,into now recognized and accepted.This is closely related to the content、form and strategies of People’s Daily official micro-blog.The emergency always occur suddenly,and can not be expected easily,so a great number of people always pay attention to its development.Especially in recent years.The emergency always occur frequently, wide-ranging, and related to a lot of people.Types of major emergencies covering natural disasters, social accidents, public health incidents and social safety incidents.In the face of disaster,the guidance of public opinion also show the attitude of media, tests the ability of media.This paper combine the People’s Daily official micro-blog and the emergency,research the People’s Daily official micro-blog’s guidance of public opinion of the emergency based on the microblogging of several major incidents.The main contents of this paper is divided into three parts.The first part of the selection analysis the 986 microblogging,then research the Feature of Source、type、Manifestations of People’s Daily official micro-blog.The second part of the paper analysis the strategy through the specific cases.The last part sum up the experience and inadequate of People’s Daily official micro-blog when it guide public opinion through the Feature of content and strategy.Analysis find that People’s Daily official micro-blog Attaches great importance to original microblogging,insists that content is king;Use of micro-Bot feature, rich form of expression; pay attention to the experience of comments.But it’s Interaction with netizens is not enough;and the proportion of Positive publicity is too much when it guide public opinion.To allow the People’s Daily official micro-blog as a reference and also provide a reference for other traditional media microblogging.