企业公关危机管理新思维:化“危”为“机”——以康师傅“水源门”事件为例

Enterprise Public Relations Crisis Managing New Thought: Change "the Danger" into "Chance"——Take "the Water Source Gate Event" of Kang Shifu as the Example

公关危机植根于企业的经纬之中。近年来,随公关危机的"公共性"日益显现,给企业带来的影响力和破坏力也越来越大。但多数企业在遇到危机时,表现为见"危"不见"机",消极被动地看待遇到的困难,将公关危机得到处置视为危机处理的结束,并没有将公关危机转化的理念和氛围,而成为危机公关的失败者。在分析康师傅在"水源门事件"中的危机公关基础上,对康师傅怎样将这次危机转化为宣传自己的大好机会提出了对策研究。

The public relations crisis is rooted in the enterprise＇s latitude and longitude. Along with the ＂Public＂ of public relations crisis appears day by day in recent years, it brings further influence and bigger destructive power to enterprises. But most enterprises display to see ＂the danger＂ not to see ＂the opportunity＂, regarding the difficuhy passively and negatively, regarding handling the public relations crisis as the crisis management the conclusion, do not have the idea and the atmosphere of transforming the public relations crisis, become the loser of the crisis public relation when come across the crisis. This article in has analyzed ＂the water source gate event＂ of Kang Shifu in the crisis public relations foundation, propose the countermeasure research for Kang Shifu how to transform to this crisis to propagandize own golden opportunity.