A Study Of Local Government Management Of Internet Public Opinion Crisis

we are in a era of social and economic transformation. All kinds of emergent public events spread quickly through network. The pressure of public opinion can grow amazingly quickly in a very short period of time, even impose negative effect on the society. And this has brought huge challenge to local governance. How to manage the public opinion effectively has been a big problem that challenges the management ability and wisdom of our local government. However, most local governments do not have enough awareness towards network public opinion crisis,not mention the improved public opinion management system and mechanism. This is incompatible to the current situation of the frequent occurrence of the network public opinion crisis. So establishing an adequate network public opinion crisis management system has become an important part of local governance.This essay is designed to make a preliminary research and analysis on the network public opinion crisis management of local government on the theory of crisis management, public management and theory by the method of literature research,case study and investigation. Firstly, give a clear explanation of the definition and con-nation of the network public opinion and use specific data to show the status of the network and its impact on the local governance. secondly, analysis the current local government’s management status of network public opinion and find out that it has the problems of the lack of authoritative information, the lagging monitoring and analysis means, improper response measures, lack of professional personnel, poor information communication channels and imperfect coping mechanisms. Thirdly, root the reasons of these problems to four aspects: lack of crisis awareness, the lack of credibility of the local government, ignoring the public right to know and poor communication channels. Fourthly, on the basis of the successful experience of public opinion management of the foreign countries and concerning the local government’s actual situation of the management of public opinion, propose the following suggestions and countermeasures form five aspects. On the level of ideological construction, improve local government’s awareness of crisis and understanding of network, lead network industries’ construction of awareness of self-discipline and strengthen the moral construction of netizen. On the level of system construction,improve the information disclosure system, the accountability system, the news spokesman system and the network real-name system. On the level of personnel,integrate the network talents and strengthen the construction of the official comment team, network representatives, opinion leaders. On the level of media, strengthen the construction of traditional media and insist the long-term cooperation with the new media. Last but not least, probe into the concrete case of Putian Taxi Outage event to demonstrate correctness of the above conclusion and the feasibility of the proposed optimization.