The Problems And The Improvement Paths Of Public Opinion Management Of Local Government

At present, government management of China is in the transition from the almighty control type, the economic development type to the public service type. Public opinion management of government faces many challenges, such as competition globalization, democratization of public consciousness, economic marketization, cultural diversity, demand diversification, social innovation, new media and so on.Public opinion management of local government has achieved certain results, but there are some problems that mainly manifested in:legal regulation is basically established, but the system is not perfect; the professional system has been initially established, but it needs to be supplemented with the development of new media and government public service; the hierarchical system of managerial power has begun to take shape, but the division of labor and coordination also need to improve; professional and cooperative system has been gradually established but has not fully completed that it is necessary to continue to improve; the public service consciousness of the main body of management is gradually formed, but there are still problems in the consciousness transformation; professional and innovative ability of the management subject is greatly improved, but there still exists the problem of unbalanced.Aiming at the existing problems, first, starting from the analysis of the concept of public sentiments and opinion, public opinion, public feeling, this paper clearly defines the concept of public opinion management of local government, analyzes the necessity and possibility of the management of local government public opinion. Second, starting from the power operation theory of political sociology, the public choice theory of public administration, the agenda setting theory and the spiral of silence theory of mass communication, the empathy theory of social psychology, this paper puts forward the goal of public opinion management of local government which is to achieve the state and society's public interest maximization, and the four management principles:public, fairness, openness, effectiveness. Third, drawing lessons from effective experience in the management of public opinion in foreign countries, this paper summarizes the improved paths:to strengthen legislation, to strengthen the system construction, to improve the management system, to improve the management technology, to promote social cooperation, to enhance the quality of managers, and to inspire the innovation of managers. At last, this paper also sums up a series of public opinion management of local government: priority of government image positioning, keeping consistency of the subjects of communication, optimal objective management, timely response, active interaction, moderate openness, social participation, multi channels response, multi forms combination. In this way, this study can provide theoretical material for the management of local government public opinion, but also provide useful reference for the management of public opinion.