“软力量”原指在国际事务中“通过一种吸引力让受动者做施动者所希望的事情”。国内有学者认为,信息传播是“软力量”的重要组成部分。现实生活中,利用信息传播进行社会管理主要通过对机构或组织的外部环境施加主动影响,来引导外部环境中公众、竞争者、协作者对于机构或组织的行 “Soft power” originally refers to what “wants to do to the aggressor through an attraction in international affairs”. Some domestic scholars believe that information dissemination is an important part of “soft power”. In real life, social management through the use of information dissemination mainly guides the public, competitors and collaborators in the external environment through the active influence on the external environment of the organization or organization