Time effect is an important yardstick to test the level of news public opinion work. On February 19, 2016, General Secretary of the Supreme Leader presided over a symposium on the Party’s news and public opinion work in Beijing and delivered an important speech, emphasizing that "we should seize the opportunity, grasp the rhythm, pay attention to strategies, focus on time and efficiency, and reflect the time and efficiency requirements", which established basic principles and methodological guidance for doing a good job in the Party’s news and public opinion work in the new era. At present, in the face of the complicated situation in the international and domestic public opinion field, we must take the three-character rule of "timeliness and effectiveness" as the main line of news and public opinion work throughout the party, better unite the hearts and minds of the party and consolidate the ideological foundation for the common struggle of the people of all ethnic groups throughout the country.

　　Palm "time". Time, opportunity, and times are also. News and public opinion work is an invisible war. If we want to win this ideological struggle, we must take the initiative, win the initiative and pre-empt. Especially when it comes to major public emergencies, it is even more important to grasp the opportunity, achieve direct emergency reporting, timely notification and real-time bulletin, and create a good public opinion environment for effectively reversing the development of the situation. In recent years, with the rapid development of media technology and the continuous improvement of the media literacy of the party’s news and public opinion work team, we have accumulated valuable experience in identifying opportunities, grasping opportunities, and making authoritative voices. Many potential public opinion risks have been eliminated in the bud, the cyberspace has become increasingly clear, the mainstream ideological public opinion has consolidated and expanded, and the powerful spiritual force of unity and forge ahead in the whole society has been stimulated to the greatest extent. Looking forward to the future, we need to continue to move the gateway forward, improve the early warning mechanism of network public opinion monitoring, improve the coordinated emergency management system, realize sizing up the situation, be flexible, and firmly grasp the initiative in the public opinion struggle.

　　Control "degree". Everything is measured, and it is not enough. From the perspective of Marxist philosophy, the mark that distinguishes quantitative change from qualitative change is degree, which requires that the party’s news and public opinion work should also grasp "degree", "measure" and control "temperature". News and public opinion work is the ideological work of being a man. Only by controlling the "degree" can we gain public opinion and win the hearts of the people. On the one hand, we must keep the limits. On the other hand, it is necessary to raise the height, that is, to have a high political position. "We must grasp the party’s news and public opinion work from the overall situation of the party’s work, so as to attach great importance to it ideologically and be accurate and powerful in our work." Serving the overall situation is the source of vitality of the party’s news and public opinion work. Throughout the history of the party in the past century, no matter revolution, construction or reform, the party’s news and public opinion work can be carried out smoothly around the party’s central task, and it has always played a cohesive role of "arousing millions of workers and peasants and working together". Therefore, the vast number of journalists and public opinion workers must improve their political stance, enhance their sense of conformity, and maintain a high degree of consistency with the CPC Central Committee ideologically and politically. At the same time, we should have a deep understanding of the country’s major policies, foreign policies, current affairs and development trends.

　　Seek "effectiveness". The so-called "effect" refers to the effect and actual effect. The party’s news and public opinion work is an important work of the party, a major event in governing the country and bring peace and stability to the country, and it must be able to stand the test of history and the people. To this end, we must first adhere to the fundamental principle of the party’s management of propaganda. General Secretary of the Supreme Leader repeatedly stressed: "The media sponsored by the Party and the government are the propaganda positions of the Party and the government, and they must be surnamed the Party. All the work of the party’s news media should reflect the party’s will, reflect the party’s ideas, safeguard the authority of the Party Central Committee, safeguard the party’s unity, and love, protect and serve the party. " This is the value soul of China’s news public opinion work. We must unswervingly adhere to this principle at any time and on any occasion. Second, we must adhere to the public opinion orientation of unity, stability, encouragement and positive publicity. It is necessary to firmly establish a Marxist view of journalism, enhance the ability to look at the essence of events through news phenomena, work closely around the practical problems that the masses are concerned about, unify positive propaganda with public opinion supervision, and channel social emotions and untie the masses’ hearts in the form of "emotion", "reason" and "guidance". Third, we must adhere to the method change of collaborative innovation. We must continue to promote the deep integration of traditional media and emerging media, accelerate the construction of a new pattern of public opinion guidance, optimize the new layout of media operations, and achieve wider, higher and deeper media collaboration.Draw concentric circles online and offline. At the same time, we will further promote the innovative practice process of news public opinion work, such as discourse innovation, expression innovation, management innovation, technological innovation and mechanism innovation. Only by doing the above three points can the party’s news and public opinion work effectively coordinate its value, orientation and strategy, solve the problems of goals, motivation and path, and the party’s propaganda and ideological work can constantly open up new situations and achieve new development.

　　(Author: Jia Yanhui, College of Arts and Sciences, National University of Defense Technology)