农产品质量安全舆情应对模式及策略研究

采用资料检索和调研相结合的方式,对农产品质量安全舆情案例进行了分析研究。结合相关案例,对舆情的应对模式和策略进行归纳和总结:舆情出现后,应迅速做出反应,做好舆情的分析研判;舆情的应对模式概括为紧急应对模式、科普解读模式、个案处置模式和预防模式4种;舆情应对的主体,包括管理者、专家学者、生产者、消费者以及社会团体等,政府部门要做好组织工作;风险交流的内容和形式要简洁、通俗易懂,要针对公众关注点和认知水平;重视电视和报纸等传统主流在舆情应对中的重要作用,同时加强微博、微信、微视频、网络社群等新型网络载体的作用;舆情应对必须科学严谨,经得起反复推敲和检验,特别是口径要统一。

Research on the mode and strategy of response to public opinion of quality and safety of agricultural products

By the method of information retrieval and investigate and survey , this paper review the cases of quality and safety of agricultural products. Then the response mode and strategy to public opinion on the quality and safety of agricultural products were sum up: It is necessary to have a quick response as soon as the public opinion appeared, and give analysis and judgment accordingly well. The response mode to the public opinions summarized as emergency response model, science periodical mode, case treatment mode and prevention mode. The main body of public opinion response included risk managers, experts and scholars, producers, consumers and social groups. Government departments should organize the risk communication according to the situation. The content and form of risk communication should be simple and easy to understand. Furthermore, the public concerns and cognitive levels should be take into account. It is necessary to effectively use television, newspapers and other traditional media in the public response, as well as microblogging, weChat, micro-video, online community and other new network. The response to public opinion must be scientific and rigorous, and can withstand scrutiny and inspection repeatedly, especially the caliber should be unified.