当今时代,信息传播渠道丰富多样;开放社会,各种力量都会发出声音。在这样的背景下,如何进一步提高舆论引导能力,牢牢把握话语权、赢得主动权,是必须深入研究的重要课题。实务层面讲,网络时代的热点引导应形成宣传部门反映迅速、实际工作部门主动应对的总体舆论引导格局;要尊重传播规律,讲究传播艺术,提高舆论引导的有效性。 In today’s era, information dissemination channels are diverse and diverse. In opening up society, various forces make voices. Under this background, how to further improve the ability of media guidance, firmly grasp the right of speech, and win the initiative is an important issue that must be studied in depth. In practical terms, the hot guidance in the Internet age should form a general public opinion guide pattern that the publicity department should reflect promptly and the actual work departments take the initiative to respond to it. We should respect the law of communication, pay attention to the art of communication, and enhance the effectiveness of public opinion guidance.