公共危机管理下的新闻发布与舆情处置——以新冠肺炎疫情公共卫生事件为例

News Release and Public Opinion Disposal under Public Crisis Management:Taking the Public Health Event of the New Coronary Pneumonia Epidemic as an Example

公共危机管理中如何主动做好新闻发布,依法进行信息公开,既是危机管理工作高效有序的内在要求,又是树立地方形象、赢得社会积极评价的传播要求。新闻发布中,如何克服信息授权、信息整合、信息闭合、信息解读、信息校正和信息综合等相互间的矛盾,科学建构政府、媒体、公众之间的信息关系,不仅是促进数字舆情生态良性发展的客观需要,而且是公共危机管理系统运行本身不可或缺的内在要求,对于增强政府与媒体公信力具有直接影响,也成为政府进行有效社会动员的重要保障。从政府、媒体、公众在社会应急状态下的信息供需关系出发,把握好各类主体的有效发声与传播声量是三者关系建构的主轴。政府必须建立新闻发布与舆情处置相互促进的运行机制,在发布议题设置和双向沟通交流中既坦诚相待,又主动有为,以合理地对关注加以引导、消解、分散和转移,促进形成有利于危机高效处置、社会团结和谐及政府能力提升的舆论格局。

In public crisis management,how to take the initiative to release news and disclose information in accordance with the law is not only an inherent requirement for efficient and orderly crisis management work,but also a communication requirement for establishing a local image and winning positive social evaluation.In the press release,how to overcome the contradictions among information authorization,information integration,information closure,information interpretation,information correction and information synthesis,and scientifically construct the information relationship between the government,the media and the public,is not only to promote the healthy development of digital public opinion ecology.It is also an indispensable internal requirement for the operation of the public crisis management system,which has a direct impact on enhancing the credibility of the government and the media,and has also become an important guarantee for the government to carry out effective social mobilization.Starting from the information supply and demand relationship among the government,the media,and the public in the state of social emergency,grasping the effective voice and dissemination volume of various subjects is the main axis of construction of the relationship among the three.Government news releases must establish a mutually reinforcing operation mechanism with public opinion disposition.In the setting of issues of release and twoway communication,they are both candid and proactive,and use methods such as guiding,dissolving,dispersing,and transferring concerns in a reasonable manner to promote formation of a public opinion pattern that is conducive to efficient handling of crisis,social unity and harmony,and enhancement of government capabilities.