东航返航事件起因的公共关系学研究

A Study of the China Eastern Airline Pilots' Strike from the Perspective of Public Relations

返航事件的发生,损害了东航的公共关系和形象。危机为何发生?主流观点有四种:事实性原因,道德性原因,制度性原因,管理性原因。然从公共关系学角度看,东航公关败局在于管理性原因,具体说就是危机公关的欠缺。表面原因是其管理的混乱,危机公关的缺失,深层原因是企业管理价值重构的不足。

The strike by China Eastern pilots damaged the public relations and image of the carrier. Why did it happen？ There are four mainstream theories accounting for it： accidental, moral, institutional and managerial reasons. But from the perspective of public relations, the failure of the airline in handling public relations lay in its management, specifically, the absence of a public relations mechanism for crisis--handling. The surface reason was its managerial chaos and the absence of a public--relations crisis handling mechanism, but the fundamental reason was its deficiency in value reconstruction in its management.