Research On The Guiding Of Network Public Opinion In Enterprise Crisis

The crisis of public relationship of the enterprise is often accompanying with the crisis of the public opinion. With the developing of media technology, taking the blog, BBS for example, network media become the main way of the information dissemination. Network has became the most important position of the public opinion communication. Network public opinion is the sum of public's conviction, attitude, opinion and motion to the various phenomenon and problems in the realistic society, which form and communicate on the net, with relative consistency, intensity and persistence, having the influence to the social development and the events in the process. It is mainly through the BBS, blog and news to achieve and to strengthen , which mixed with elements of rational and irrational. On the crisis, network public opinion have the characteristics make the importance of public opinion-leading on the crisis obviously.The enterprise carries on the guidance to the network public opinion under the crisis condition, which has the important meaning on maintaining the enterprise image,eliminating the public misunderstands,controlling the situation to worsen and turning the danger to the opportunity. However, in practice, except its negative actuality, the enterprise is unable to guide the network public opinion effectively and eliminate the negative influence, because of lacking supervisory system for network public opinion, neglecting the network public opinion and worry attitude of dealing with network public opinion.On the process of formation and diffusion of network public opinion, opinion leaders and agenda-setting play a key role, which are also the main theory to follow for the network public opinion. The opinion leaders promote the formation of the network public opinion, and lead the direction of the network public opinion, and the agenda-setting function, especially the agenda-setting between the medium have the huge influence to promote the network public opinion. On the whole process of network public opinion of formation, diffusion and appeasing, its essence is the information spreading process, on which the disseminator, the medium and the audiences are the most important three factors. On the guiding process of network public opinion under the crisis, the enterprise is the source and the guide of the network public opinion, and also the handler to crisis, the medium is the tool for enterprise to guide the public opinion and to communicate the audiences, at the same time the audiences are the object of the enterprise guiding, who have the feedback after receiving the message to transmit to the enterprise through the medium, that can have influence on the enterprise decision. They are in one kind of mutual connection,influence relations, no matter which part of errors will affect the effective guidance of public opinion. Therefore taking the enterprise, the medium and the audiences as the basis, there will constitute three strategies for the enterprise guiding network public opinion under the crisis: the disseminators strategy, the medium strategy and the audiences strategy, which in order to find a practical and feasible way for the enterprise, to control and eliminate the crisis.