高校危机公关中的网络舆情分析及有效引导

Analysis and Effective Guidance of Internet Public Opinions in College Crisis Management

在不确定因素环伺的现代社会环境中,高校危机已从偶发进入频发,危机公关也作为一种应对危机的积极方式进入了高校管理的研究视野。任何一类危机的发酵,都是突发事件裹挟着民意汹涌蔓延的结果;而伴随着网络媒体在大众、尤其是高校师生媒介使用中的比例攀升至关键位置,在高校危机公关中,网络舆情分析与引导的重要性不言而喻。本文通过对网络舆情构成、特征与演变规律的探讨,提出了高校危机不同阶段的危机公关战略与舆情引导战术。

In the modern social environment where uncertain factors are surrounding,college crisis occur frequently,so crisis management has entered the research field of college management as a positive way to deal with crisis.The fermentation of any kind of crisis is the result of the spread of emergency events coexisting with public opinions.With online media ascending to the key position among the masses,especially college teachers and students,it is self-evident that public opinion analysis and guidance is increasingly important in college crisis management.This paper puts forward the crisis management strategies and public opinion guidance tactics in different stages of college crisis by discussing the composition,characteristics and evolution of Internet public opinions.