With the deepening of reform and opening up, China's economic, social and media structures are undergoing drastic and profound changes. The wind has risen and blown a pool of spring water. Party and government leaders at all levels in the problematic and contradictory period, in the face of the onslaught of emergencies, especially in the era of everyone has a microphone, everyone has a camera, everyone is the network of self-media, is to cover? Drag? Is it pressure? Is the "silence" in the missed opportunity, due to mishandling, and then make the emergencies evolve into "news events", the social mood will be accumulated as a dam burst energy, triggering greater social conflict, or accurate, timely, open and transparent release of news, seize the public opinion, occupy the high ground of public opinion! Is it better to release news accurately, timely, openly and transparently, seize the first opportunity to public opinion, occupy the high ground of public opinion, correctly guide public opinion, and scientifically channel the emotions of the masses? This is not only a question of how to face the media and how to guide public opinion, but also a test of the governing ability of leading cadres at all levels.

    As early as March 1, 2009, at the opening ceremony of the spring semester of the Central Party School, Comrade Xi Jinping, then member of the Standing Committee of the Political Bureau of the Central Committee, Secretary of the Secretariat of the Central Committee, Vice-President of the State Council, and President of the Central Party School, particularly emphasized that the leading cadres "should improve their ability to deal with the media, respect the laws governing the dissemination of news and public opinion, correctly guide public opinion, and maintain close contact with the media. They should maintain close contact with the media and consciously accept the supervision of public opinion. Since the 18th CPC National Congress, the CPC Central Committee, with Comrade Xi Jinping at its core, has attached great importance to the Party's news propaganda and public opinion guidance work, and has regarded news propaganda and public opinion guidance work as a major event in the governance of the country and in settling the country. It can be seen that correctly facing the media and effectively guiding public opinion is not just a matter for the propaganda department, but a kind of high-level leadership art, which is a concrete embodiment of the governing ability, leadership art and work level of the Party committee and government, and a basic quality that a Party cadre must have.

    The author was a reporter of Xinhua News Agency and the director of Xinhua News Agency Shaanxi Branch, engaged in news gathering and editing work for 15 years; later served as the deputy secretary of the CPC Xi'an Municipal Party Committee, the party secretary and director of Shaanxi Provincial Bureau of Radio, Film and Television, the deputy director of the Propaganda Department of the CPC Shaanxi Provincial Party Committee and the deputy chairman of the All China Journalists' Association for three consecutive terms; and then served as the deputy director of the National Internet Information Office and the Central Leading Group of Cybersecurity and Informatization in 2013. In 2013, he became deputy director of the National Internet Information Office and the Central Network Security and Informatization Leading Group. In the process of his long-term engagement in news management and party politics, he has a personal experience of how to face the media and correctly guide public opinion. In order to further improve the ability of leading cadres to deal with the media, the author also closely follows and studies the effect of news and public opinion in special events at home and abroad, analyzes and summarizes their successes and mistakes, and constantly explores the law of using news and public opinion to solve social conflicts and maintain social stability. In terms of the new characteristics of news dissemination in the new era, basic experience in effective guiding of public opinion, basic methods of correctly facing the media and journalists, etc., we have summarized and formed the manuscript of "How to face the media by leading cadres". The text, which is aimed at leading cadres at all levels and ordinary party and government cadres, starts from practical operation, explains the basic methods and steps for correctly facing the media and effectively guiding public opinion by analyzing typical cases, and introduces some necessary theoretical knowledge of journalism, which is of strong practicality.

    Comrade Zhao Leji, then secretary of the CPC Shaanxi Provincial Committee, fully affirmed the author's research results, arranged for the author to give a special lecture during the collective study of the central group of the CPC Shaanxi Provincial Committee, and proposed that how to face the media as an important content of the training of leading cadres.

    In late March 2009, should be invited by the CPC Shanxi Provincial Committee Center Group, the author went to Jin for preaching exchanges. 26th morning, then Secretary of the Shanxi Provincial Party Committee Zhang Baoshun, Governor Wang Jun, and the province's more than 170 units of the main responsible comrades, in the main venue to participate in the report. At the same time, the cities and counties also organized relevant cadres to watch in the branch. The special preaching report was widely praised by party and government cadres in Shanxi Province. Portal websites such as People's Net, Xinhua Net and Sina Net, as well as the main news media in Shanxi Province, gave full coverage to the counseling report.

     In mid-April 2009, Comrade Liu Yunshan, then a member of the Political Bureau of the CPC Central Committee, Secretary of the Secretariat of the CPC Central Committee and Minister of the Central Propaganda Department, made an important instruction on the author's article "How Leading Cadres Face the Media". Seek magazine sponsored by the "Red Flag Manuscript" in 2009, the ninth issue of the first published the article. May 14, the people's network, Xinhua, the Communist Party of China News Network and other news portals are prominently featured in the full text of the article was reprinted. After that, the author added part of how to face the new media marked by the Internet, and added and deleted some new discussions on the relevant cases.

     In order to further increase the popularization of the knowledge of how leading cadres face the media, and continuously expand the cadre base and mass base of journalism, at the invitation of People's Daily Publishing House, the author combined years of work practice and research and exploration, and on the basis of the original manuscript, and added some new research results and actual cases, forming the "Art of Public Opinion Guidance: How Leading Cadres Face the Media" reprinted book, which made the subject of the The content of the book is richer, more targeted and operable.

     This book can be used as a reference for party and government cadres at all levels, senior management personnel of enterprises, heads of various social organizations, and teaching staff of relevant colleges and universities. Many of the ideas in this book belong to one's own opinion, and I would like to ask readers to criticize and correct me for any inaccuracies.

     this paper is--Preface to the reprinted edition of The Art of Public Opinion Guidance: How Leading Cadres Face the Media