Public opinion analysts get exam recognition(2)

After realizing that the public expected a certain period of time to adapt to the new regulations, the local government set up a three-month trial implementation with fines introduced after the period, he said.

"Later, we received a very good response from our residents," he added.

"Field studies and using the Internet to understand public opinion are both important channels to engage with the public, the two cannot replace each other," Gu at people.com.cn said.

The first training class will start in Beijing on Oct 14, according to a news release. Enrollment costs 7,800 yuan ($1,270), which covers tuition and exam fees.

Weng Zhihao, a 23-year-old college student from Beijing who majored in journalism, said he is interested in signing up for the training course, believing the certificate will make him more competitive in the job market.

Shan Xuegang, deputy secretary-general of the public opinion analysis office at people.com.cn, said analyzing public sentiment requires professional skills as analysts need to identify, synthesize, and analyze trends, threats and opportunities among mega-information, providing reference for users, especially government leaders to make decisions.

However, given that public sentiment studies have not been included in the formal education system, most people who are doing the work simply rely on their experience and self-study, therefore, the quality of their analysis cannot meet user expectation, he said.

Zhang Quanling, an anchor for China Central Television, wrote on Sina Weibo, China's Twitter-like service, that she realized many government officials do not know how to access the Internet, while public opinion analysis reports provided by their subordinates are simply scattered information copied from the Internet, after she gave lectures on media relations and public opinion.

Gu said the introduction of formal training and certificates in the field will help to reduce malpractice and increase professionalism.

Steven Dong, deputy secretary-general of the China Public Relations Association, said the work of public opinion analysts is becoming increasingly important in the era of information explosion.

"Sometimes big data creates more trouble than convenience for many people. It requires skills to pick up useful information from the mass of junk information," he said. "Online public opinion analysis provides a new channel for the government to understand public mood quickly although it is not flawless."

When asked about whether the new information profession will turn out to be online censors for the government, Yu Guoming, director of the Institute of Public Opinion at Renmin University of China, said: "It's just like a kitchen knife. You can use it to chop food but some people use it to hurt others. The profession itself can be neutral."