Lesi Network Public Opinion Monitoring Center believes that according to the characteristics of public opinion development, it can be divided into four stages of development, namely public opinion fermentation, public opinion dissemination, public opinion guidance, and public opinion marketing.
Develop targeted response plans based on the different characteristics of the four stages of public opinion trends.
The first stage: urge the relevant responsible persons to find out the truth of the incident as soon as possible, and also squeeze the public opinion space of rumors. In the early stage of public opinion generation and fermentation, various information revelations will continue to appear in the public opinion field, some of which are true, some of which are half-true and half-false, and some of which are completely false. In fact, during this period, due to the objective conditions that the true information is still under investigation, authoritative information is absent during this window period and cannot meet the public's demand for information, making it easier for the public to accept rumors during this period. It is conceivable that once false information occupies the mainstream of public opinion, real information will continue to be marginalized, and public opinion management will become passive. During this period, in addition to urging the relevant responsible persons to find out the origin of the incident as soon as possible, we must also crack down on rumors and actively squeeze their public opinion space to ensure that subsequent true information can smoothly occupy the mainstream of public opinion.
The second stage: official authoritative release to seize the right to speak in public opinion. Entering the second stage means that public opinion will enter the dissemination and diffusion period. At this time, the key to the success of public opinion handling is the "who" information to disseminate. Whether to choose to spread the official authoritative voice or to spread the so-called "online posts" and "online exposure" It will have a huge impact on the subsequent trend of public opinion. If the official authoritative voice is absent or mute during this period, it will be easy for the media and self-media accounts to use "online posts" and "online exposure" content, thus making the dissemination of public opinion information full of inconveniences. Certainty, at this time, the official website and official Weibo should play their role of authoritative release, speak out in a timely manner, and hold the right to speak in public opinion in their own hands.
The third stage: Invite targeted media and commentators to witness the truth of the incident and carry out commentary and interpretation. Media outlets that are not located in the area of ??the specific incident often publish biased comments due to insufficient information communication and incomplete understanding of the facts. At this time, public opinion management should invite local media, media interested in interviewing, and some commentators who adhere to rational concepts to participate in writing objective comments based on the real situation, and "telling things clearly" and "clarifying" them.
The fourth stage: intervene in marketing and stakeholders. If public opinion develops to this stage, in fact, the negative impact on the local area is basically irreversible, but this does not mean that it can be allowed to develop, because during this period, if there is no effective intervention in some bottomless public opinion marketing, it will be everywhere. The phenomenon of "riding on public opinion" related to this public opinion continues to appear. During this period, it is necessary to effectively intervene in the accounts and maintainers that use public opinion hot spots for malicious marketing. There are also many intervention methods, such as reporting, crackdowns, control, etc.