本文分析了当前领导干部对待舆论宣传与媒体的态度,存在的错误观念,论证了政府部门和领导干部只有学会把握和切实做到善待媒体、善用媒体、善管媒体,才能适应时代发展要求,不断提高与媒体打交道的能力,进而不断提高舆论引导的权威性、公信力、影响力和话语权。 This paper analyzes the current leading cadres’ attitudes towards public opinion and the media and their misconceptions. It argues that government departments and leading cadres can adapt themselves to the requirements of the development of the times only when they learn how to handle and effectively handle the media, make good use of the media, Constantly improve their ability to deal with the media, and then continuously improve the authority, credibility, influence and voice of media guidance.