How to build a new pattern of news and public opinion in state-owned enterprises

In recent years, with the emergence of new media open platforms such as blogs, Weibo, forums and SNS websites, the Web 1.0 era in which the audience passively accepts information is being replaced by the Web2.0 era in which users actively participate in content construction. The original mode and pattern of communication are changing, and everyone can deeply feel the great influence of new media on all aspects of social life, which is also reflected in propaganda work. As early as 2003, General Secretary Hu Jintao pointed out at the National Conference on Propaganda and Ideological Work: "We should attach great importance to and earnestly strengthen the Internet news propaganda work, strive to grasp the initiative of online public opinion guidance, and make the Internet site an important position for spreading advanced culture." On June 20, 2008, General Secretary Hu Jintao once again stressed that doing a good job in the party's propaganda work in the new media era is "related to the overall situation of the party and the state, the overall situation of reform and economic and social development, and the long-term stability of the country." At the same time, he also clearly pointed out that "the Internet has become a distribution center of ideological and cultural information and an amplifier of public opinion. We should fully understand the social influence of emerging media represented by the Internet, and attach great importance to the construction, application and management of the Internet ... "The important speech of the General Secretary fully embodies the great attention and profound understanding of the party and state leaders on new media under the new situation. Similarly, the rapid development of new media has brought unprecedented opportunities and challenges to the propaganda work of state-owned enterprises.

First, the concept and characteristics of new media

The term "new media" originated from a business plan submitted by P Gardmark, director of the CBS Institute of Technology in the United States in 1967. In the later development, this word was widely used in the world. In the early days, UNESCO gave a definition to new media: new media is network media. With the continuous progress and update of technology, Wired magazine in the United States defines new media as "by all communication". Generally speaking, new media has the following characteristics:

1, interactivity

This is the most striking feature of new media. For newspapers, radio, television and other traditional media, the recipients can only passively accept all kinds of information, whether they hate it or like it, they can't express their views on it. The new media can blur the boundary between sender and receiver through advanced technical means, and even change their roles, thus fundamentally changing the way of information dissemination.

2. Real-time

The new media spreads quickly and covers a wide range, and is not limited by time and space. A piece of news can spread all over the world in a few seconds. At the same time, it also has the function of real-time update. When there is a major event, the report can be continuously scrolled over time and updated every two or three minutes. Among them, the news reports of Weibo and blogs can be synchronized with the occurrence and development of news events. Really realize the appeal of "the first time, the first scene".

3. Large capacity

New media contains a lot of information, including background information related to events, expert comments and feedback from the general public, which traditional media can't provide. The capacity of newspapers and periodicals is limited, and the transmission time of radio and television information is short. However, with its massive information capacity and unlimited time, new media can provide the public with more comprehensive information.

4. Nationality

The new media has brought a great change, that is, anyone can post information, comments and so on. Communicate with each other on the new media platform, and all participants can become the main body of communication. In the era of traditional media, the elite's control over information dissemination has been greatly weakened, enabling the "grassroots" class, which was originally in a weak position, to make its own voice. At the end of 2002, the most famous IT columnist in Silicon Valley summarized this phenomenon as "we media". The rapid development of "self-media" such as blogs and Weibo in China reflects this powerful communication trend.

Second, the new media brings opportunities to the propaganda work of state-owned enterprises.

Understanding and using new media well, strengthening news propaganda and enhancing public opinion guidance ability have become important topics for propagandists in state-owned enterprises. Only by firmly grasping the opportunities brought by new media, deeply analyzing its communication laws, keeping pace with the times, taking advantage of the situation, actively innovating the ways and methods of enterprise propaganda work, and actively responding to the challenges brought by new media, can the propaganda work of state-owned enterprises adapt to the pace of social development under the new situation and play a flag-waving and escort role for enterprise reform and development. The opportunities brought by new media to propaganda work are mainly reflected in the following aspects:

1. New media is a new position for state-owned enterprises to carry out news propaganda.

At present, modern people live in an environment full of massive information. People rely on various mass media to obtain news and receive information, which has become an indispensable part of modern people's life, and the status and role of new media are increasingly prominent. Pew Research Center, an authoritative research institution in the United States, pointed out in the Outlook of New Media Development in the United States in 20 12 that in the past 20 1 1 year, "more than three quarters of American adults have a laptop or desktop. In addition, 44% of American adults already own a smartphone, and the ownership rate of tablets has reached 18%. " And "news accounts for a large part of people's use of the above equipment. About 5 1% of smartphone users and about 56% of tablet users use devices to get news. " These figures show that reading news has become one of the most important basic applications for people to surf the Internet. The Survey Report on Shanghai Citizens' Reading in the New Media Environment (20 10-20 1 1) issued by Shanghai Press and Publication Bureau also confirms this point. According to the survey, among the main ways for Shanghai people to obtain information, the proportion of relying on the Internet and mobile phones to obtain information reached 33% and 19.3% respectively. In the digital reading behavior, the proportion of reading news is 45.5%. In addition, with the popularity of social media such as Weibo and SNS websites, netizens can get in touch with news information through more channels, and improve news coverage in the process of sharing and forwarding news. For state-owned enterprises, new media has become a new front for corporate news propaganda. It is necessary to further strengthen the responsibility of "defending the soil", enhance the sense of hardship, position and innovation, and timely and accurately publish relevant information, work trends, special reports and typical propaganda through websites, Weibo and other platforms, so as to show the performance of enterprises more clearly, intuitively and quickly and win public trust and reputation. 2. New media is a new channel for state-owned enterprises to guide public opinion.

Liebst, a famous British crisis management expert, mentioned in his book Crisis Management: "Modern organizations are in an era of increasingly transparent activities. If an organization can't communicate its crisis with the public in time and can't show its attitude towards the accident well, it will bring fatal damage to the reputation of the organization and may lead to the demise of the organization. " This has enlightening and warning significance for us to make good use of the advantages of new media to guide public opinion. For a long time, the propaganda of state-owned enterprises has been mainly carried out through traditional media such as newspapers, radio and television. Its communication characteristics are one-way, occupying a strong position, strong authority and high credibility. However, traditional media has its own set of strict content production procedures, which greatly limits the timeliness of information transmission. At the same time, due to its own characteristics, it also has certain limitations in communication and feedback with the public. However, the new media has broken through the limitation of time and space, and the way of information dissemination is more direct, faster and wider. It can spread the information needed by the public in time, build a communication bridge between enterprises and the public, form a smooth information dissemination channel and communication channel, better help enterprises collect and judge the wishes of the public and customers, and formulate countermeasures in time. In addition, the team of "opinion leaders" of state-owned enterprises gradually established through the establishment of "enterprise official micro" can also make a positive voice for enterprises from the standpoint of the third party with authoritative and true voice, and the identity of online opinion leaders is more easily recognized by the public, which will also become a powerful channel for enterprises to manage public opinion by using new media.

3. New media is a new platform for brand marketing of state-owned enterprises.

The emergence of new media has broken the original communication barrier. Internet, mobile phone terminals, iPad and other emerging mobile terminals make the content of communication more and more convenient and fast to the public, which provides great potential and new possibilities for corporate brand marketing and business promotion. What impressed me deeply was the series of online advertisements "Baidu understands Chinese" launched by Baidu on 20 10 for Google. Baidu employees only "inadvertently" send it to their friends through the network, thus spreading from one word to another, forming a "viral" marketing model. Enterprises do not spend a penny, but have achieved better results than spending money on advertising. At present, major financial institutions have used Weibo, SNS websites and other new media for brand marketing. Banks, insurance, funds and other financial institutions have realized the great energy generated by the "turn" and "spread" of new media, and have seized the highland in various ways. "Micro-promotion" invisibly enhances the brand attention of financial institutions. State-owned enterprises are also trying and exploring brand marketing by using new media in a timely manner, which will become an important link for state-owned enterprises to expand their social influence and shape their brand image.

Third, the challenge of new media to the propaganda work of state-owned enterprises

In the face of the rapid development and complex and changeable new media environment, the propaganda work of state-owned enterprises is also facing great challenges, mainly in the following aspects:

1, network conflicts and violence are increasingly prominent.

In the new media era represented by the Internet, everyone has a microphone and everyone is a news agency. Smooth speech channels and open public opinion environment provide great convenience for people to exchange ideas, but at the same time, due to the absence and weakening of the role of "gatekeeper", some "emotional type's speech" is easy to spread on the Internet, sometimes it will have a great negative impact, and the blind obedience and impulse of some netizens make network conflicts and violence increasingly prominent. Howard Rheingold, one of the most sensitive prophets of network culture, described the changes brought by the new media in "Intelligent Mob: The Next Social Revolution": "With the increasing popularity of the Internet, mobile phones and portable devices, a brand-new social network will be built-strangers gathered in an instant, like ants, make a series of meaningful choices with collective consciousness in an unorganized and leaderless state. In addition to fun, it has triggered large-scale social changes. " Howard's words sound more like a prosperous time, but in the process of the overthrow of regimes in Libya and other countries, we can also vaguely see the shadow of western new media, which should be paid enough attention to. Because of its special status and influence, state-owned enterprises are always under the supervision of the public. A small incident may trigger a crisis. Once the crisis is out of control, it will have a huge impact on corporate image and business, which is irreplaceable by many positive news and advertisements.

2. The situation of public opinion guidance is more complicated.

Nan, former editor-in-chief of Xinhua News Agency, pointed out long ago that there are two public opinion fields objectively in China. One is the "mainstream media public opinion field" such as party newspapers, national television stations and national news agencies, which faithfully publicize the principles and policies of the party and the government and spread the core values of socialism; One is to rely on word of mouth, especially the "public opinion field" on the Internet, where people discuss current events and criticize the society in Weibo, forums and QQ. For a long time, because the main nature of traditional media is the "mouthpiece" of the party and the people, and enterprises pay attention to media public relations and relationship maintenance, state-owned enterprises have strong control over the mainstream media public opinion field, but they have not paid enough attention to the folk public opinion field. The 20 12 version of the blue book of public opinion, China Social Public Opinion and Crisis Management Report (20 12), edited by the Public Opinion Research Office of Shanghai Jiaotong University, shows that due to the rapid development of the network society, the proportion of public opinion events with new media as the first exposure media is increasing throughout the year, reaching 65.2% at 201kloc-0/year. At present, the monitoring of general news by most state-owned enterprises is relatively perfect, but the monitoring of online public opinion has not kept up with the development of the situation, and the collection, tracking and judgment of relevant information are lagging behind. In this case, we should strengthen the public opinion monitoring and guidance of new media.

3. Lack of compound talents under the new situation.

In the new media environment, propagandists should not only be good at writing news articles and planning propaganda schemes, but also be able to take photos. They should also be able to use new media and other information means to carry out their work, understand the dynamics of public opinion and adjust propaganda strategies in time. Judging from the current situation, most state-owned enterprises have brand promotion functional departments or publicity posts, and they have the human resource base for using new media. However, due to the heavy daily workload of grass-roots enterprises, most of the propaganda staff have several jobs, and they have not received special training in new media. It is difficult to use new media technologies to broaden new publicity channels, which restricts the overall publicity level of state-owned enterprises to some extent.

Four, the new media strategy of propaganda work of state-owned enterprises

Facing the new changes in the world, national conditions and social conditions and the information competition in the all-media era, the propagandists of state-owned enterprises should bravely face the challenges of the times, actively use the most effective and intuitive platform of new media, strive to expand the scope and deepen the publicity effect, and contribute to enhancing the brand value and social influence of state-owned enterprises. People often say that "thinking determines the way out", and propaganda work should face the new challenges in the new media era, actively know and be familiar with the new media, and make more efforts in "knowing the media", "understanding the media" and "using the media".

"Understanding the media"-Only by correctly understanding the important role of new media can we broaden our thinking and cultivate the consciousness of combining business work with new media communication. This kind of consciousness is not innate. Therefore, we should strengthen the training of propaganda talents with the sense of urgency of "Time waits for no one", master the knowledge about new media as soon as possible, strengthen the study of journalism, communication, informatics and high-tech knowledge related to modern media in a targeted manner, and comprehensively improve our professional ability and level. In other words, corporate propagandists should not only be able to write written reports, but also take news photos, and also have the ability to collect and produce video news, so as to become the pioneers of corporate propaganda work in the new media era, and mobilize their enthusiasm and initiative by establishing and improving the talent information base, issuing letters of appointment, holding training and setting up awards. "Know the media"-propagandists of state-owned enterprises should not only learn the relevant knowledge of new media, but also further improve their media literacy in their work practice. First, enhance the understanding of new media technical means, main features, core functions and communication laws; The second is to strengthen the grasp of the development law and overall trend of public opinion in the new media era, understand the role played by new media in guiding the new pattern of public opinion, and the ways to guide public opinion with the help of new media; The third is to master the methods and skills of using new media, especially to analyze and study the differences between new media and traditional media. For example, when publishing news through new media, we should pay attention to avoiding rigid rhetoric. According to the theory of psychology, language fit is an important criterion for interactive subjects to judge whether the other party is "one of their own". If enterprises want to integrate with the public on the new media platform, they should take the initiative to jump out of red tape and learn to speak as "netizens".

"Using Media"-We should dare to try to use new media in practical work, effectively combine new media with work and business, and form a benign interaction with the public through new media. For example, opening a special event account in Weibo, inviting expert bloggers and heads of mainstream news websites to attend the event, and using new media and traditional media for publicity and reporting are all ways to make good use of new media.

Verb (abbreviation of verb) conclusion

In the environment where challenges and opportunities coexist, the propaganda work of state-owned enterprises can achieve better results in the new media era and make greater contributions to the development of enterprises only by establishing a correct development concept, actively accepting the development trend of the times, actively taking measures to integrate into this development trend, and finally building a propaganda model that conforms to the trend of the times.