Research On Apology In Crisis Management Of Education Network Public Opinion

As an "important weather vane" of social sensation,educational network public sentiment has shown an increasingly rapid trend and frequent crisis in recent years.At the same time,the irrational spread of the network lead to the "butterfly effect".That is the fragible credit system has been questioned by the frequent crisis all the time.Because of the intimate and complicated connection between the education industry and the outside world,it may fall into the mud of the crisis once negative information appears.As an important part of crisis management,apology has become the main response method adopted by the body of education crisis.Play a better role of apology in the process of image restoration and trust repair and do a good job of crisis management of the education subject,which is important for the sustainable development of the education industry.The use of apology in education network public opinion crisis management has the function of increasing the audience's degree of forgiveness to the main body of education crisis,enhancing the image recovery effect of the main body of education crisis and ensuring the overall satisfaction of the society in the field of education.In the case of crisis public opinion,the subject is usually applied in the operational factors such as the subject of apology,the object of apology and the type of strategy of the content.There are three categories for the main types of apology: the specific parties involved,the institutions affiliated with the parties and the stakeholders.The different apologies reflect the severity of the crisis and the importance of the crisis subject,directly affecting the attribution of crisis responsibility;The object of apology usually has two categories: direct loss of interests and indirect interests.The choice of apology objects affects the audience's perception of apology and affects the apology effect.The apology content mainly includes denial and transcendence.Emphasis on the four categories of position and differentiation,in the actual operation process,the use of composite content strategy to achieve better communication results.The main factors of apology,the object of apology,the timeliness of information release,and the choice of content strategy affect the apology effect of the education network crisis.The optimization of apology in education network public opinion crisis management is necessary throughout the whole process of beforehand-in the event-after work.In order to improve the risk resilience of the institutions and the education management departments,it is necessary to analyze the situation and analyze the risk resilience of them beforehand.When the crisis happens,it is necessary to analyze the situation rationally and determine whether it is necessary to apology and adopt an appropriate apology strategy.Tracking feedback on the effect of apology in real time,and endorse the image of the apology by means of leader's image for the opinion when necessary to improve the communication effect of the apology.