In recent years，With the rapid development of new media，There is a high incidence of public opinion incidents in state-owned enterprises。How to innovate the public opinion guidance work of state-owned enterprises，Effectively improve public opinion guidance，Properly resolve public opinion crisis，It is of great significance to promote the reform and development of state-owned enterprises。This article combines the characteristics and principles of public opinion in the all-media era，Exploring the public opinion guidance mechanism of state-owned enterprises，Aimed at improving managers’ guidance level，Create a good corporate public opinion environment and social public opinion environment。

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(1) The awareness of national participation in the all-media era continues to increase.According to the "48th China Internet Development Statistical Report" released by the China Internet Information Center in August 2021，As of June 2021，The number of Chinese netizens reaches 10.1.1 billion，Internet penetration rate is 71.6%，The number of mobile Internet users reaches 10.0.7 billion，The huge scale of Internet users provides a strong endogenous driving force for promoting high-quality economic development in our country。Meanwhile，Public participation awareness、The awareness of expression and supervision has been greatly enhanced，There is a strong need to actively participate in social management and supervision，The trend of diversification of ideas is obvious，This has changed the media ecology and pattern to a certain extent。

(2) Diversified information dissemination channels in the omnimedia era.With the continuous innovation and progress of new media technology，Give birth to “Internet+”、Big data、Cloud computing and other concepts，Smartphone、The usage rate of mobile terminals such as tablets continues to rise，"Two Micro and One End"、Kuaishou Douyin and other new social media are widely popular，The ways for the public to obtain information are diverse and more convenient，Channels are open and gradually widened，its openness、Interactivity is also gradually increasing，The social public opinion environment and structure present a multi-level complex state，This has brought difficulties and challenges to public opinion management and control to a certain extent。

(3) Public opinion management in the all-media era is becoming increasingly complex.Information dissemination in the all-media era is instantaneous dissemination、Instant sharing，Has the characteristics of "point-to-group" and "group-to-group"。Due to the rapid spread of new media，a picture、A video can easily spread explosively in a short period of time，Have a huge impact on public opinion，The speed of public opinion dissemination and feedback far exceeds that of traditional media。“Viral” communication is more powerful，“Media trial” and “cyber violence” phenomena occur from time to time，This has brought new challenges to public opinion management of state-owned enterprises。

二、New contradictions existing in the public opinion work of state-owned enterprises in the all-media era

(1) Insufficient innovation in publicity work，The publicity effect is unsatisfactory。State-owned enterprises have the problem of ignoring the guidance of public opinion to varying degrees，Exhibited as rigid reporting mode、Old reporting format、The content of the report lacks appeal and appeal，Promote "raw", "cold" and "hard"，Not in tune with the actual needs of the audience。Some companies “don’t usually burn incense，The misunderstanding of "pampering"，Lack of proactive awareness to do the usual work，Did not establish good relations with the public and media，Resulting in the phenomenon of "one-sided" public opinion after emergencies。

(2) The method of handling public opinion lags behind，Public opinion management work is passive。Facing sudden public opinion incidents，Often used the past "closure、Blocked、Hide、pressure、Hide、Delete" and other simple and crude disposal methods，Lack of proper analysis and judgment and reasonable adjustment and deployment。Some companies have "as long as the isolation is good"、Beware of reporters，The misconception that public opinion management is successful”，After the emergency，Treat journalists like a formidable enemy，Even had physical conflicts with reporters。But actually，This repressive way of guiding public opinion has seriously affected the credibility of state-owned enterprises。

(3) Insufficient brand image building，The corporate image is not widely covered。current，Some state-owned enterprises do not pay enough attention to their own brand building、Weak awareness of brand competition，Lack of professional brand building within the company、Brand Management and Brand Maintenance Team，Brand image construction and high-quality corporate development have not been promoted simultaneously，Failed to deeply explore potential brand materials and resources within the company，Realizing the external expression of inner abilities、Communication of inherent advantages，A three-dimensionally constructed social image，Corporate brand image fails to penetrate into the public eye and heart。

三、New path to improve public opinion guidance of state-owned enterprises in the all-media era

(1) Innovate publicity forms and improve the power of news dissemination.

First，Improving the effectiveness of publicity work，Improving the effectiveness of publicity work。First, promote content integration，Highlight New、Special、Quick、Fine features，Improving the m88 casino reviewnews gathering and editing level and quality of the party committee’s publicity business department，In addition to doing "normal actions"，Actively try "optional actions"，By text、Form、Picture、Comics、Audio、In-depth integration of video and other media，Formation of integration、Personalization、Vivid、Three-dimensional news reports，Using video journalism and visual reporting，Enhanced comprehensiveness and interactivity，Improve content quality and communication effect。The second is to promote channel integration，Follow the trend of the Internet era，Further strengthening channel construction，If you establish and improve a corporate newspaper、Portal、E-Newsletter、Weibo WeChat、News clients and other “multi-in-one” communication channels，Enable news content to achieve effective interaction between multimedia，Making news reports from readable to audible、Significant、Perceptible Transformation，Change from static to dynamic，Upgrade from one dimension to multi-dimensional，Finally formed a good situation of multimedia interoperability and collaborative reporting。The third is to promote management integration，To establish “content is king、Complementary advantages、The new management concept of integrated communication，Standardize news gathering and editing process，Establish a collaborative management system，Establishing a composite news content processing and production mechanism，Optimizing new media communication platform，Improving the organizational structure，Innovative operating mechanism。At the same time，Focus on the role of technical support in media integration，Cultivating all-media news and publicity talents，And then create a unique media platform and publicity position。

Secondly，Strengthening “Innovation Planning”，Expand the effectiveness of positive publicity。First, be good at absorbing experience，Dare to break the rules，The second is to understand the rules of communication、An easy-to-accept "moisturizing and silent" publicity model，Strengthen the planning capabilities of publicity reports，Use multimedia means and multiple channels、Three-dimensional amplification of the effect of positive publicity。The second is to understand the rules of communication、Pay attention to publicity art、Accept public demand，Improve the quality level and intrinsic value of positive publicity，Talk about the new achievements in the reform and development of state-owned enterprises、New breakthroughs in promoting independent innovation、New practice in fulfilling social responsibility、Good voices such as advanced typical people or typical events、Good story，Enhance persuasiveness、Attraction and appeal。The third is to focus on differentiated communication advantages，We need to dig deeper into resources，Integrated materials，Highlight the characteristic cultural genes of the enterprise，Unique，Find out the differentiated advantages，Carry out extensive and in-depth publicity after careful planning。

(2) Grasp the timeliness and effectiveness and improve the ability to handle public opinion.

First，To grasp the "time"、degree、effective”，Improve the ability to guide public opinion。The first is "time", which means to solve the problem of "talk or not"、The question of when to say "，Generally speaking，The key to guiding public opinion is early、Quickness is the most important thing，Especially in the face of major public opinion incidents and emergencies，Response quickly、Speak up in time，Win the right to speak、Take the initiative。This "fast"，It should be based on M88 gameclarifying the true situation of the incident。The second is "degree", which means to solve the problem of "how much"、How long、How to say "question，This requires mastering the heat，Keep it in perspective，Provide public opinion guidance in a timely and appropriate manner，Play to balance contradictions、The role of "check-balancer" and "pressure reducing valve" in eliminating conflicts，Avoid the “secondary crisis” that may cause public opinion if the heat is insufficient or too high。The third is "effect" which is to solve the problems of "faith" and "result"，Based on facts，Respect objective facts，Accurate、Comprehensive reporting of the truth，Establish the authenticity and authority of publicity reports，And continue to innovate the form of publicity and reporting，Rich content、Improve quality，Enhance the credibility and actual effect of publicity reports。hour、degree、The three effects are closely related，To unify them as an organic whole，In order to effectively guide public opinion。

Secondly，To enhance communication，Improve your ability to deal with the media。The media can do positive publicity reports on "sunny days"，You can also deal with negative public opinion on "rainy days"。State-owned enterprises must act with enthusiasm、Thoughtful、Sincerity、Flexible principle，Welcome the media with a positive attitude，Treat the media with an open mind，Establish a communication mechanism with news media，Change from passive to active，Learn to take advantage of the situation，Use the truth and positive reporting to eliminate negative impact，Be integrated into the media、Understand the media、Make good use of media、Be kind to the media,And establish and maintain a good relationship with them。

Again，We must protect ourselves，Strengthen the construction of public opinion positions。To cultivate a group of high-quality people、Modern spokesperson and public opinion monitoring team。We must establish the concept of big media，Integrated media information resources，Establish joint interaction between online media and traditional media、Coordinated all-media public opinion dissemination position。It is necessary to improve the public opinion management and news media management institutional methods and systems，Develop an emergency plan，Establish a public opinion early warning research and judgment, monitoring, analysis and reporting mechanism。It is necessary to establish a special public opinion management leading group，Constructing "level linkage、Public opinion management organization network system with linkage between upper and lower levels。

(3) Strengthen cultural construction and enhance brand influence.

First，To determine the brand strategic positioning。Brand strategic positioning is the primary task of brand management，Successful brand positioning can enable companies to expand their visibility、Establish reputation、Improve competitiveness。State-owned enterprises should combine their own actual conditions and characteristics，Focus on national strategy、Industry needs and own positioning，Seize the new technological revolution、Industrial Revolution、The huge challenges and opportunities brought about by transformation and upgrading，Master the advanced technology at home and abroad，Join hands with academicians、Expert team carries out in-depth cooperation and achieves new development。We must ideologically understand the connotation of brand management，Integrating the core concepts of the enterprise and brand management，Create a unique brand with unique characteristics and strength。

Secondly，Cultivation of corporate M88 appculture。Corporate culture is the source of promoting brand power，Excellent companies must be integrated with excellent culture，The process of corporate brand management is also a process of cultural penetration，Industry、Customer、Employees recognize the company’s culture，Just trust its brand。State-owned enterprises should pay attention to the cultivation of corporate culture，Regulate employee behavior，Improve employees’ abilities and quality。

Again，Integrate excellent culture into products and services。Brand culture is a powerful guarantee to achieve the strategic goals of corporate sustainable development，Cultural concepts are not empty slogans hung on words and walls，But it is integrated into the brand and becomes flesh and blood、Real value and development motivation。This requires integrating excellent corporate culture into production、Products and services in progress，Make the brand more cultural connotation，Enhance the added value of the brand，Resources to expand brand value，Cultivation and enhancement of corporate brand awareness、Reputation。

In summary，Omni media era，State-owned enterprises must reform and innovate、Intensive farming，Only in this way can we move forward steadily in the tide of reform and development，Only in order to truly achieve the established vision and goals，for the country、Society、High-quality development of the industry contributes the wisdom and strength of state-owned enterprises。(Hongliulin Mining Company: Li Bo)