A Study On Public Opinion Management In Colleges And Universities

With the popularization of education in Colleges and universities,the number of students in Colleges and universities in China is increasing,in 2015,more than thirty-seven million.College students are active in thinking,are more receptive to new things and have independent opinions,and like to elucidate all kinds of speeches.The popularity of smart phones and computers has gradually upgraded the network of universities,and the information transmission has the characteristics of super time and space,Super Regional instant dissemination.Under the combined action of subjective and objective factors,the speed of the spread of negative information is faster and faster,and the scope of its involvement is more extensive.This,to a certain extent,makes the crisis public opinion incident in Colleges and universities become the focus of the public and the media.In view of the major colleges and universities in practice and no right to speak too much and clear and initiative,can bear responsibility is very large and the status by the general populace behoove identified as "strongman",at the same time,coupled with the popularity and development of Internet,network media role,often make the treatment in public the process of the crisis into the vortex of public opinion.But every university does not properly handle crisis events to guide crisis public opinion,which will form a strong pressure of public opinion,negative information increase and cause damage.And then it may lead to more serious consequences,such as cluster events and disruptive behavior.Therefore,colleges and universities should raise awareness and formulate plans to take measures to properly handle public opinion crisis events to guide all kinds of public opinion.This research is based on the public crisis management theory and public management theory,further explain the connotation of university public opinion,focus on public management and communications and sociology from the perspective of the status quo and problems of the management of public opinion,analysis of public crisis management and university public opinion in this paper discusses the basic theory,and using the method of comprehensive analysis of the impact of speculative sentiment crisis the importance of enhancing the management of public opinion,leading ability in Colleges and universities.In the research method,the literature and research method are adopted.In literature,a lot of works on crisis management and public opinion management at home and abroad have been read.The success of public opinion crisis management at home and abroad is summarized,and the shortcomings are analyzed.In the course of the study,with the methods of field research,interviews and questionnaire materials of various cases,refining a variety of data,through the data analysis of the current situation of present university crisis management and the attitude of teachers and students,and the discovery and analysis of schools in the public opinion management problems and seek countermeasures and suggestions with the problem.This paper investigates and analyzes the basic situation of public opinion crisis management in W universities,and explores and analyzes the advantages and shortcomings reflected in the three typical cases of handling public opinion crisis in W universities.Based on the related theories of crisis management,this paper sums up the inspiration,matters needing attention and the influence of public opinion in W public opinion crisis management process.Therefore,taking W College as an example,through the case analysis about public opinion management situation,what is the source of the problem and what are the problems in the management of public opinion,so as to provide targeted policies and proposals,schools need to combine their own,in the light of its general trend,from three aspects to strengthen and improve the university public opinion crisis management: strengthening university public opinion consciousness education and public opinion management subject construction,grasp the university public opinion analysis and early warning work,improve the guarantee system for public opinion management in colleges and universities.