The Opinion Guidance To Public Crisis In The New Media Environment

China is currently in an era of crisis-prone, in the time from the public crisiserupts to quell, the public opinion is correct or not is the key point which can properlyresolve the crisis. If you can correctly guide public opinion and use the public opinioneffectively, it is possible to change the "crisis" to a "chance ", not only to achieve asmooth transition of public crisis period, there may be a new harvest. Conversely, ifthere is a bias in guiding the public opinion in public crisis, it may deepen the crisis,and even generate a new crisis on this basis. Therefore, it is one of the key points toimprove the capabilities of the management of public crisis for the government thatguide public opinion in public crisis correctly and play the positive role of the mediain crisis effectively.With the rapid development of new media based on digital technology, themedia environment has undergone enormous changes over the past. With the wakingof public consciousness, the desire of the views expressing in public affairsunprecedented enhanced. The social is in the transition and turbulent period, showingan unprecedented sharp contradiction state, along with the rapid increasing in publiccrisis time. The distribution channels greatly expand and the public opinion is nolonger concentrated. In the violent impact of new media, the gatekeeper function,agenda-setting functions in traditional media are being weakened to some extent, theauthority in the past has been severely shaken, which made new difficulties in thework of public opinion guiding. On the other hand, highly interactive, masscommunication contents and the lower barriers to entry of the new media can providenew ideas and solutions in the public crisis opinion guiding for the government.Currently, the ability to use new media to solve crisis for the government is to beimproved. There are many deficiencies in the work of public opinion guiding,specifically behaves in the lower media literacy, awareness of new media, lacking ofproper information dissemination system, the supervision on new media is relatively weak, and therefore the rumor phenomenon is visible. We should learnlessons from various irregularities in the past, recognize the important role of newmedia in guiding opinion in the event of a public crisis, and improve thegovernment’s ability to use new media to promote the crisis event resolvedsuccessfully.In this paper, we researched the guidance of public opinion in public crisis in thenew media environment, we analyzed the new features of communication and thenew characteristics of public opinion in the current new media environment. We alsoanalyzed the mode of public information dissemination in public crisis, the publicopinion in different stages of the public crisis and the appropriate measures to guidethe public opinion. We summarized our government’ s experiences and lessons inguiding the public opinion in the crisis, and proposed for the principles we shouldadhere and the policy we should take which in the guidance of public opinion in thecrisis in the future. It has some practical significance which could provide theoreticalsupport and practical basis for improving the ability to guide the public opinion in thecrisis for our government.