The existence of “Black Public Relations” is extremely harmful in cyber society，thus there is a demand for internet governance. Enterprises should establish a warning list and abandon the zero-sum game thinking，while the bureaus for cyberspace affairs，the administration of market supervision，the department for public security，and cyber communities shall strengthen the linkage to punish on those activities relating with “Internet water army” and “paid posters”，and establish cyberspace speech management and law enforcement mechanism based on real-name system. Only in this approach can we eliminate the space for “black public relations” in the perspectives of technology，law enforcement and communications.