Research on the Management Path of Network Public Opinion Crisis in Universities under the Background of 'Micro-era'

摘要

After entering the era of new media, all kinds of crises that use the Internet as a carrier have frequently occurred. As a part of social public crisis management, the management of network public opinion crisis in colleges and universities is of great significance to the development of colleges and universities. This paper takes the new media as the research perspective, analyzes the problems existing in the management of crisis public relations in colleges and universities and proposes the strategies before, during and after the crisis according to the principles of the corresponding public relations crisis management. At present, We Media, represented by Microblog and WeChat, have become the most active players in the network and the emerging public opinion field. Faced with the era of We Media in which "everyone is a news communicator", the situation of network public opinion crisis management in colleges and universities has become more and more severe. Some unexpected incidents that have broken out in colleges and universities, if cannot be dealt with in a timely and effective manner, go through the network platform. Fermentation is likely to result in the crisis of network public opinion in colleges and universities, affecting the normal teaching order in colleges and universities, and adversely influencing internal stability and social image of colleges and universities. Therefore, in the "micro-era", how to make efforts to improve the university's ability to cope with the crisis and to minimize the losses and hazards caused by the crisis become the practical problems that adminstrators of colleges and universities must consider.