当前,随着互联网、手机等新媒体的普及运用,各种突发事件的舆论生成之迅速、舆情演变之复杂、舆情影响之深入、舆情处置之困难,给农村金融机构的舆情管理带来了前所未有的挑战,强化农村金融机构声誉风险管理,已愈加迫切。本文试图结合新媒体环境下舆情的主要特征和农村金融机构应对负面舆情事件存在的不足之处,提出对策建议。 At present, with the popularization and application of new media such as the Internet and mobile phones, the public opinion of various emergencies is generated rapidly, the complex evolution of public opinions, the deepening influence of public opinion and the difficulty of public opinion disposal have brought about the public opinion management of rural financial institutions The unprecedented challenge to strengthen the reputation risk management of rural financial institutions has become increasingly urgent. This paper attempts to combine the main features of public opinion in the new media environment and the inadequacies of rural financial institutions in coping with negative public opinion events, and puts forward countermeasures and suggestions.