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公共事件涉及社会各阶层利益,影响面广,社会关注度高,妥善处置和应对公共事件的能力是应急管理能力建设的重要组成部分,而有效主导信息发布、引导舆论是公共事件处置中不可或缺的环节,而媒体运用和引导舆论的效果直接影响公共事件处置的成败。近年来,烟草行业先后处置了“日记门”事件、“烟草院士”事件、端午节福利费等公共事件。在处理过程中,舆论引导发挥了重要的作用,不但对管理层决策及行业社会形象产生了影响,也涉及了法律法规方面的变革,更促进了烟草行业内自省自查工作的开展。如何加强对舆论的及时监测、有效引导,以及对舆论危机的积极化解,对维护行业稳定、促进行业发展具有重要的现实意义,也是创建和谐烟草的应有内涵。本文认真分析研究行业舆情产生的主要因素,探索有效开展舆论引导的做法,目的在于为烟草行业舆情应对工作提供借鉴。
Public events involve the interests of all social strata, have a wide range of influence, and have a high degree of social attention. The ability to properly handle and handle public incidents is an important component of emergency management capacity-building. Effective dissemination of information and guidance of public opinion are essential for the handling of public incidents Lack of links, and the media to use and guide the effectiveness of public opinion directly affect the success or failure of the disposal of public incidents. In recent years, the tobacco industry has successively disposed of public events such as “diary door” event, “tobacco academician” event and Dragon Boat Festival welfare fee. In the course of handling, media guidance played an important role. It not only affected management decision-making and the social image of the industry, but also involved changes in laws and regulations. It also promoted self-examination and self-inspection in the tobacco industry. How to strengthen the timely monitoring of public opinion, effective guidance, and the active resolution of public opinion crisis have important practical significance for maintaining the stability of the industry and promoting the development of the industry, and also have the proper content of creating harmonious tobacco. This paper analyzes and analyzes the main factors that cause the industry public opinion seriously and explores the effective way to guide the public opinion. The purpose of this article is to provide reference for the public opinion response in the tobacco industry.