危机公关的传播策略

The Broadcasting Strategies in Crisis Public Relation

不可预测性是企业发展中的特性,危机是普遍存在的。媒介是典型的双刃剑,既是危机爆发的催化剂,也是危机控制的关键。因此,企业要处理好危机公关中的媒介关系,有效运用危机公关的传播策略,即必须将公众的利益放在首位、快速反应、建立“新闻发言人”制度以及寻求权威证言。

Unpredictability is a feature in enterprise development when some crisis is bound to occur. Meanwhile, the medium is not only a catalyst for crisis occurrence but also a key to crisis control. Therefore, it is worth studying how to deal with the medium in crisis public relation, and to utilize the broadcasting strategies effectively, such as putting the interests of the public in the first place, quick response, setting up a ＂news spokesman＂ system, and seeking authoritative deposition, etc.