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class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-08-01 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「危机公关理论」互联网时代的到来,¾|‘络作äؓ新媒体的主要阵地已逐渐¼‹®ç«‹èµ·å…¶½C¾ä¼šä¿¡æ¯ä¼ æ’­çš„主导地位,成äؓ公共......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190801/1411016321-0.jpg"></p></div>「危机公关理论」互联网时代的到来,¾|‘络作äؓ新媒体的主要阵地已逐渐¼‹®ç«‹èµ·å…¶½C¾ä¼šä¿¡æ¯ä¼ æ’­çš„主导地位,成äؓ公共信息集散地和公众参与½C¾ä¼š½Ž¡ç†ã€è¡¨è¾¾è¯‰æ±‚意见的主要载体。公众通过互联¾|‘表辑ևºæ¥çš„情çÈA、态度、意见与要求的集合åŞ成网¾lœèˆ†æƒ…,是社情民意的体现和参照。高校网¾lœèˆ†æƒ…因其主体知识层‹Æ¡é«˜ã€å‚与意识强、好奇心理重、个性化特征明显åQŒæ‰€ä»¥ä¸Žå…¶ä»–¾|‘络舆情相比å…ähœ‰è¾ƒå¼ºçš„特ŒDŠæ€§ã€‚è¿™¿Uç‰¹ŒDŠæ€§å¯¼è‡´äº†é«˜æ ¡¾|‘络舆情的易发性、广泛性。作为大学生åQŒä»–们既有社会网民关注的热点、焦点和敏感问题主观性和自觉意识åQŒåˆæœ‰åœ¨æ ¡å¤§å­¦ç”Ÿ˜q™ä¸ªç‰¹å®šòq´é¾„阶段、特定知识层‹Æ¡çš„¾Ÿ¤ä½“所å…Ïx³¨çš„特ŒDŠé—®é¢˜ï¼Œè€Œè‡ªåª’体在大学生中的使用òq¿åº¦åˆå†³å®šäº†é«˜æ ¡¾|‘络舆情产生和传播渠道也非常之广åQŒè¦†ç›–面极大。在此背景下åQŒå¦‚何加强高校网¾lœèˆ†æƒ…处¾|®ç ”½I¶å·²æ˜¯è¿«åœ¨çœ‰ç«ã€‚高校网¾lœèˆ†æƒ…管理的重要性及紧迫性重要性:首先åQŒé«˜æ ¡ç½‘¾lœèˆ†æƒ…是校园文化的蝲体。随着¾|‘络½C‘ÖŒºçš„å…´èµøP¼Œæ ¡å›­æ–‡åŒ–的展½Cºå·²¾lä»Žæœ‰åŞ的舞台è{¿UÕdˆ°è™šæ‹Ÿçš„高校网¾lœç¤¾åŒºã€‚比如各高校的BBS、百度脓吧、校内网论坛、各¿UèŠå¤©ç¾¤(å®?½{‰ã€‚正面或负面的高校网¾lœèˆ†æƒ…在一定程度上反映出校园文化的健康度。其‹Æ¡ï¼Œé«˜æ ¡¾|‘络舆情是校园稳定的½H—口。高校网¾lœèˆ†æƒ…所包含的信息,直接反映出当下学生正在关注或可能å…Ïx³¨çš„热炏V€ç„¦ç‚¹è¯é¢˜ï¼Œåˆ†æž˜q™äº›èˆ†æƒ…有助于研判大学生的思想动态。特别是寚w‚£äº›è´Ÿé¢çš„舆情˜q›è¡Œæ·±å…¥å‰–析åQŒæœ‰åŠ©äºŽæŠŠæ¡é—®é¢˜çš„实质,提早开展思想政治教育工作åQŒé¿å…å¤§å­¦ç”Ÿè¢«è´Ÿé¢èˆ†æƒ…所误导。紧˜q«æ€§ï¼šé¦–å…ˆåQŒé«˜æ ¡ç½‘¾lœèˆ†æƒ…的自èín特征及新的变化决定了难以准确掌握大学生网¾lœèˆ†æƒ…动态。这一斚w¢æ˜¯ç½‘¾lœçš„ç‰ÒŽ€§ä‹Éç„Óž¼Œå¦ä¸€æ–šw¢ä¹Ÿä¸Žå¤§å­¦ç”Ÿç½‘¾lœæ´»åŠ¨çš„习惯有关åQŒä»–们更們֐‘于宽杄¡š„¾|‘络­a€è®ºçŽ¯å¢ƒã€‚以往高校BBS的äh气最旺,但随着BBS的控制趋严,一些更加宽杄¡š„¾|‘络½C‘ÖŒºå¸å¼•äº†è¶Šæ¥è¶Šå¤šçš„òq´è½»äººåŠ å…¥ã€‚å…¶‹Æ¡ï¼Œ½C¾ä¼šçŸ›ç›¾å¤šå‘期与日益增多的校园不½E›_®šå› ç´ å åŠ åQŒå¤§å¤§å¢žåŠ äº†é«˜æ ¡¾|‘络舆情工作的难度。随着90后一代步入大学校园,他们更喜‹Æ¢åœ¨è™šæ‹Ÿçš„网¾lœä¸Šå‘表看法åQŒè€Œä¸æ˜¯ç»™è¾…导员写信或找辅导员谈心。高校网¾lœèˆ†æƒ…危æœÞZº‹ä»¶å¤„¾|®çš„办法和技巧蓝¾˜”高¾U§æŠ€æ ¡å‰¯æ ¡é•¿å¸¦å¸ˆç”Ÿå¼‚地斗ŒD´ã€é™•è¥¿å›½é˜²èŒä¸šå­¦é™¢æ•™å¸ˆå·æ‹å¥³å­¦ç”Ÿ‹z—æ±M被打……˜q‘æ—¥åQŒåœ¨¾|‘上愈演愈烈的这两è“v高校舆情危机再次把高校舆情舆情管理和应对问题推到公众视野。从˜q‘年高校¾|‘络舆情事äšg来看åQŒé«˜æ ¡ç½‘¾lœèˆ†æƒ…危机大多数是由于校园突发事件所引è“v的,òq¶å®¹æ˜“引èµïL½‘上谣­a€ã€è°©éª‚å››èµøP¼ŒåŒæ—¶é¼“动¾|¢è¯¾ã€æ¸¸è¡Œå’Œ½Cºå¨çš„声音也是充斥网¾lœï¼Œé€ æˆå­¦ç”Ÿäººå¿ƒ‹¹®åŠ¨ã€æƒ…¾lªå‹È€åQŒç ´åæ­£å¸¸æ ¡å›­ç§©åºï¼Œä¸€æ—¦å¤„¾|®ä¸åŠ›æˆ–不及时极易演变äؓ公共危机事äšg。目前,我国高校已进入舆情热点的高发期,½Hå‘事äšg频发。如此环境下åQŒé«˜æ ¡å¦‚何及时有效处¾|®æ½œä¼æˆ–处于爆发期,甚至已经爆发了的高校舆情危机是各大高校当下的必修课。对此,乐思网¾lœèˆ†æƒ…监‹¹‹ä¸­å¿ƒæ€È»“整理出高校舆情危机处¾|®åŠžæ³•æœ‰ä»¥ä¸‹å‡ ç‚¹åQšç¬¬ä¸€ã€å‡†¼‹®é¢„警、全面监‹¹‹ï¼Œæå‡èˆ†æƒ…分析能力¾|‘络因其快捷性、åšg展性、互动性、即时性等传播ç‰ÒŽ€§ï¼Œä½¿å¾—¾|‘络传播舆情环境变得异äؓ复杂。作为高校网¾lœèˆ†æƒ…其生成主要有两¿Uèµ\径:一¿Uæ˜¯è‡ªä¸Šè€Œä¸‹çš„方式,即由高校各主½Ž¡éƒ¨é—¨åŠé™¢ç³»å‘布官方信息和意见,如高校网站公布的信息、新é—ȝ½‘站的相关报道、师生在¾U¿è®¿è°ˆå’Œè®ºå›äº¤æµ½{‰ï¼›å¦ä¸€¿Uæ˜¯ç”׃¸‹è€Œä¸Šçš„方式,主要是由学生或者校外äh士通过论坛发帖、新闻跟帖评论等形成高校舆情集合。特别是后者因学生及校外äh士参与度高、表达自由度大、意见交互便æøP¼Œå…¶èˆ†è®ºåå“è¾ƒå¤§ï¼Œòq¶ä¸”存在舆论ä¸ÖM½“相对模糊、舆论内容多元、缺乏理性引导等不èƒöåQŒæˆä¸ºé«˜æ ¡ç½‘¾lœèˆ†æƒ…传播与½Ž¡ç†ä¸­çš„½Hå‡ºéšùN¢˜ã€‚因此,作äؓ高校åQŒå½“前如此复杂的¾|‘络环境下,首先要做好高校网¾lœèˆ†æƒ…预警工作,提升自己对负面信息的预警能力åQŒåšåˆ°æ—©å‘现、早行动、早解决åQŒä¸¾l™èˆ†æƒ…危机发é…늚„æ—‰™—´å’Œç©ºé—´ã€‚å…¶‹Æ¡ï¼Œåœ¨å±æœÞZº‹ä»¶çˆ†å‘后åQŒè¦ä»Žäº‹ä»¶å‘生、发展、高潮、结束的全过½E‹å¯¹äº‹äšg舆情走向、动态实时全时段监测åQŒåšåˆ°çŸ¥å·ÞqŸ¥å½û|¼Œä¿è¯é«˜æ ¡èˆ†æƒ…危机应对的精准性。比如监‹¹‹æ”¶é›†åˆ†å¸ƒåœ¨åª’体、微博、论坛、博客、脓吧、微信等òq›_°çš„æ–°é—ÀLŠ¥é“、媒体评论、网友评论内容,同时˜q›è¡Œç›¸å…³æ•°æ®çš„分析研判,扑ֈ°å¼•å‘舆情危机的节点,然后有针å¯ÒŽ€§çš„制定处置½{–ç•¥åQŒå·²è¾‘Öˆ°æœ€å¤§åŒ–高校舆情危机处置效果。第二、真诚沟通,及时回应åQŒæé«˜é«˜æ ¡å…¬ä¿¡åº¦½Hå‘事äšg发生初期åQŒå…¬ä¼—舆论的å…Ïx³¨ç„¦ç‚¹å¾€å¾€æ˜¯äº‹ä»¶çœŸç›¸ï¼ŒæŠ¥é“或信息内å®ÒŽ˜¯å¦å±žå®žã€‚这时公众趋向于从新é—Õdª’体及官方通报å¯ÀL‰¾çœŸç›¸ã€‚如果此åˆÀL–°é—Õdª’体和官方“装聋作哑”åQŒä¿¡æ¯ä¸é€æ˜Žã€é˜»å¡žï¼Œž®†ä¼šå¼•è“v公众的恐慌心理,对官æ–ÒŽ‰€ä½œæ‰€ä¸ÞZñ”生不信ä“QåQŒç”šè€…引发盲动、骚乱、暴ä¹Þq­‰½C¾ä¼šè´Ÿé¢è¡Œäؓ的发生。所以当高校遭遇¾|‘络舆情危机事äšgæ—Óž¼Œå¦‚果高校官方及主‹¹åª’体面对学生对真相的期待有½EåŠ ˜qŸç¼“或犹豫不冻I¼Œä¸èƒ½¾l™å­¦ç”Ÿä¸€ä¸ªæ­£¼‹®ã€æ»¡æ„çš„回答æ—Óž¼Œå­¦ç”Ÿž®×ƒ¼šç„¦è™‘、迷茫和彷åöL。在好奇心的驱动下,他们会想方设法探听各¿Uå°é“消息,è½ÖM¿¡‹¹è¨€èœšè¯­åQŒåƈ通过¾|‘络分äín曝光åQŒç”šè€…在受到蛊惑和煽动的情况下出一些极端行为。因此,˜q™å°±è¦æ±‚高校在处¾|®ç½‘¾lœèˆ†æƒ…事件时åQŒä¸€å®šè¦ç«¯æ­£å·¥ä½œæ€åº¦åQŒå¤šæ¸ é“、多æ–ÒŽ³•å…¨é¢äº†è§£äº‹äšg真相åQŒä¸æŽ¨å¸è´£ä“QåQŒå‹‡äºŽæ‰¿æ‹…应负的责ä“QåQŒç¬¬ä¸€æ—‰™—´å‘ŠçŸ¥½C¾ä¼šå…¬ä¼—或受完™€…事情真相,˜q›è¡ŒçœŸè¯šã€å…¬å¼€ã€åŠæ—¶çš„沟通,不ä‹É矛盾˜q›ä¸€æ­¥æ¿€åŒ–,赢得公众的理解和信ä“Q。当高校舆情危机发生后,高校及相关部门应ž®½å¿«æˆç«‹è°ƒæŸ¥¾l„,对网上流传的信息˜q›è¡Œäº‹å®žè°ƒæŸ¥åQŒåƈ及时对调查结果进行通报åQŒè¿˜åŽŸäº‹ä»¶çœŸç›¸ï¼ŒåŒ–解学生、公众因真相¾~ºå¤±äº§ç”Ÿçš„焦虑、不满、恐慌情¾lªã€‚只有充分保护和ž®Šé‡å­¦ç”Ÿå’Œå…¬ä¼—的知情权,他们才会明èöL是非åQŒä¸ä¼ è°£ã€ä¸é€ è°£åQŒè‡ªè§‰å‚与事件的处置åQŒä‹É事äšg向有利方向è{化。更重要的是åQŒé«˜æ ¡çš„快速调查、及时回应的态度会提升高校在学生和公众心中的公信度,其也更有利于事äšg舆论的引导和处置。第三、善于借助媒体åQŒåŸ¹å…ÀL„è§é¢†è¢–,强化引导能力随着新媒体的兴è“våQŒç½‘¾lœèˆ†æƒ…传播出现新变动。一斚w¢åQŒåœ¨å¤§ä¼—传播中,信息往往会先由大众媒介传播给½C¾ä¼šæˆå‘˜ä¸­çš„ž®‘数意见领袖åQŒç„¶åŽç”±æ„è§é¢†è¢–扩散¾l™å…¨ä½“公众。另一斚w¢åQŒåœ¨ä¼ æ’­å½¢æ€ä¸­åQŒä¼ ¾lŸå¯¹ä¸“家评论˜q½éšæ–¹å¼ä¸åœ¨å”¯ä¸€çš„,相反更多的是现在受众更加ç›æ€¿¡òq›_¸¸äººå¦‚版主、博ä¸Èš„评ä­h分析。从受众接受方式来看åQŒç›¸è¾ƒäºŽä¼ ç»Ÿçš„专家时代的被动接受åQŒç½‘¾lœåª’介将异彩¾U·å‘ˆçš„各¾cÖM¿¡æ¯å‘ˆçŽ°åœ¨äºÞZ»¬çš„面前,供其选择åQŒå—ä¼—çš„ä¸ÕdŠ¨æ€§å¤§å¤§æé«˜ã€‚在众多的大学生¾|‘民中,˜q‘些òq´æ¥æ¶ŒçŽ°å‡ÞZ¸€æ‰?ldquo;草根”意见领袖åQŒä»–们在大学生网民中å…ähœ‰ä¼˜åŠ¿“话语æ?rdquo;。这些普通学生,个äh势力较弱åQŒä½†æ˜¯æ•°é‡ä¼—多,能在特定时候成为意见领袖,产生巨大效应åQŒä»Žè€Œç»™é«˜æ ¡¾|‘络舆情带来较大冲击力。äؓ此,高校¾|‘络舆情危机处置中,要善于借助媒体及时准确地发布信息,以赢得学生和公众的理解、参与和支持。在面对½C¾ä¼šçƒ­ç‚¹é—®é¢˜æ—Óž¼Œè¦å–„于借助媒体åQŒæœ‰é’ˆå¯¹æ€§åœ°å¼•å¯¼ã€ç–å¯¹{€åŠå¯û|¼ŒåŒ–解矛盾、理™åºæƒ…¾lªã€åŞ成共识。同æ—Óž¼Œé«˜æ ¡è¦æœ‰é’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