公共卫生事件的舆情应对原则及优化策略 ——以新冠肺炎疫情防控调研为例

Public opinion response principles and optimization strategies for public health events--Taking the Research on the Prevention and Control of COVID-19 as an Example

目前,我国新冠肺炎疫情已进入“乙类乙管”常态化防控阶段,总结新冠肺炎疫情中舆情应对的经验对优化公共卫生事件舆情应对策略具有重要意义。通过对“公众对政府公共卫生事件舆情应对满意度”调研结果的实证分析,发现政府在应对相关舆情的过程中,在回应时机和协作机制、回应效度和情感关照、媒介素养和应对能力等方面需进一步地优化和改进。基于公共卫生事件舆情的特殊性,各级政府应遵循共通性原则和差异性原则,通过强化三级联动、构建及时畅通的舆情应对模式,确保信息传播全面准确、增强舆情引导效果,加强队伍建设、优化舆情应对保障,增强基层服务意识、优化舆情引导环境等措施增强舆情引导效果,强化舆情应对保障,从而提升公共卫生事件舆情的处置水平,提高社会治理能力。

At present,The COVID-19 epidemic in China has entered a phase of regular“Class B and B tube”prevention and control,and it is important to optimize the official response strategy of epidemic-related public opinion.By conducting a questionnaire survey on the public’s satisfaction with the government’s response to public health events,and conducting an empirical analysis,the study found that the official response to public opinion can be further optimized and improved in terms of response timing,collaboration mechanism,response effectiveness and emotional care,and media literacy.Based on the particularity of public opinion on public health events,governments at all levels should follow the principles of commonality and take into account the differences in the focus of different departments at different levels.We can improve the handling level of public opinion on public health events and capacity for social governance by strengthening the three-level cooperation,seizing the first time,responding to concerns and emotions,ensuring the validity of information,improving media literacy,increasing incentives and punishments,improving governance,solving practical problems and other measures to enhance the guidance effect of public opinion and strengthen the response guarantee of public opinion,so as to improve the handling level of public opinion on public health events and improve the capacity of social governance.