大数据背景下政府危机公关的舆情引导及对策研究——以政务微博为例

Public Opinion Guidance and Countermeasure Research of Government Crisis Public Relations Under the Background of Big Data: Taking Government Microblog as an Example

大数据和新媒体的发展,使政府传统的危机公关理念和方法面临全新的挑战,同时也为新媒体时代政府公关创造了新的机遇。当前,政府应该充分挖掘大数据资源,及时掌握舆情动态,结合新媒体优势,创新政府公关方式,转变公关理念,进行正确的舆论引导。

The development of big data and new media has brought new challenges to the government’s traditional concept and method of crisis public relations,and it has also created opportunity for government public relations work in the new media era.At present,the government should fully tap big data resources,grasp the dynamics of public opinion in a timely manner,combine the advantages of new media,innovate the way of government public relations,change the concept of PR,and carry out correct public opinion guidance.