网络时代,信息传播具有自主性和互动性等新特点,组织危机公关面临着新问题,如媒介公关的难度与成本增加,“群体极化”造成“弱势群体的暴力行为”等,建立网络信息环境监控机制与网络流言的疏导机制是基本的信息监控策略,坚守三T原则,利用和发挥首因效应、民间意见领袖、现代网络技术及媒体的议程设置功能引导舆论是当今舆论引导的重要策略。 In the Internet age, the dissemination of information has new features such as autonomy and interaction. Organizational crisis public relations is facing new problems, such as the increased difficulty and cost of media public relations, the “polarization of the masses” and the “violence of the disadvantaged groups.” The establishment of network information environment monitoring mechanism and network gossip mechanism is the basic information monitoring strategy, adhere to the principle of three T, the use and development of the first cause effect, opinion leaders, modern network technology and the media agenda setting function to guide public opinion is the current media Guided the important strategy.