Abstract: The opening and socialization of universities make unexpected incidents in universities an increasingly hot social concern，in the management of which public opinion guidance plays an important role. Based on a detailed analysis of the meaning of public opinion guidance in unexpected incident management in universities，this paper explores the operating principles of public opinion guidance，discusses the reasons for the defects of and failure in public opinion guidance in incident management in universities and suggests that the mechanism of public opinion guidance in unexpected incident management in universities should be construced from four aspects. The first one is to master the principle of information issue to ensure the free passage of public opinion guidance; the second one is to take initiative in information dissemination to stop rumors; the third one is to emphasize mainstream values and establish dominance in public opinion guidance; the forth one is to persist the peopleoriented stand to perform the educational function of public opinion guidance. The discussion is of help to the promotion of university ability to manage unexpected incidents and to construct harmonious campus.

Key words: public opinion guidance, university, unexpected incidents, mechanism of public opinion guidance, harmonious campus