关于企业化解公关危机的思考

Thoughts on Enterprises' Defusing the Crisis in Public Relations

随着社会传播网络的日益健全和企业经营、市场的扩大化,任何企业都无法避免随时可能发生的危机事件。但综观国内企业,重视危机公关的微乎其微,在危机公关方面处理得当的更是少之又少。企业如何面对不利因素、科学有效地建立和维护良好的公共关系,将危机公关处理到最好,已经成为一项生死攸关的经营课题。本文着重探讨了企业公关危机的公众性特点,并引用案例深入分析面对危机的"雄鹰效应"与"鸵鸟效应",提出公关危机管理对策。

With the perfection of social communication network and sound business, and the expansion of markets, it is inevitable for an enterprise to encounter some crisis events. Few domestic enterprises have attached importance to the crises in public relations. Still fewer ones have dealt with them well. It has become a fatal business issue how to face unfavorable factors, establish and maintain good public relations. This paper focuses on the public characteristics of corporate PR crises. Citing practical cases, it also analyzes ＂Eagle Effect＂ and ＂Ostrich Effect＂ used to solve the crises and comes up with some management strategies to deal with PR crises.