市场信誉危机:传媒对利益攸关者行为选择模型探析——以“三鹿危机”为公共关系学案例

Media's Function in Resolving a Credibility Crisis:A Case Study of the Sanlu Crisis

震惊中外的三鹿奶粉危机事件尘埃落定,但三鹿危机公关案例的深刻内涵远未得到传播学意义上的深入开掘。信息传播超级发达语境下,遭遇一种宏观市场危机时,政府、媒体、企业和消费者四个利益攸关者之间形成了何种联动关系?其各自行为选择将对危机走向、危机进程和危机结果起到何种作用?本文试图以"三鹿危机"事件作为公共关系学案例,运用法国市场营销学教授让-诺埃尔·卡普费雷的"谣言理论",解析当民用产品生产企业遭遇市场信誉危机时的信息控制流程,寻找相关者——政府、媒体、企业和消费者的理性应对之策。

Although SanLu milk powder crisis has passed,the lessons it has provided will be borne in mind for ever.With a well-developed system of information transmission,what should we do when facing acrisis？ And during a crisis,what will be the relationship between the government,the media,the enterprise,and the consumers？ Taking the Sanlucrisis as an example and using the Rumors Theory of the French Professor Jean-Noel Kapferer,this articleattempts to find a way for the government,the media,the enterprise,and the consumers to effectively deal with and resolve acrisis.