Editorials

Handling public opinion

(China Daily)
Updated: 2010-04-14 08:21

The way a government deals with online public opinion should not just be a test of its ability to manage crisis but also a reflection of its governance and credibility.

On Monday, the People's Daily website published a list of local governments' capabilities in handling online public opinion crises.

The move generated discussion on the need for local authorities to master public relations (PR) skills and improve governance in the public interest.

True, an increasing number of local governments have realized the importance of spinning public opinion, particularly those online, to their favor. Some even have their own spin doctors. But it is dangerous to place too much emphasis on spinning public opinion without doing anything to improve governance and giving enough thought to the interest of the general public.

No PR technique can cover up a scandal for good. Neither can these moves reverse a government action that is detrimental to public interest. When a township governor in Henan province ordered the detention of a villager following a verbal spat between the two, whatever techniques the local government employs will not change the obvious abuse of power by the governor and the deep-rooted enmity between the local government and villagers arising from the illegal acquisition of farmland by the authorities.

Some PR techniques may be necessary to manage public opinion crises. But the difference lies in whether a local government can put the interest of residents on top of its agenda.

It is not difficult for a government to respect its residents. Even if any public opinion crisis takes place because of misunderstanding or real work problems, the government that is always aboveboard with its citizens will have no difficulty in handling the problem.

(China Daily 04/14/2010 page8)