企业危机公关战略系统的培育与构建

Strategy System Building and Cultivating for Corporation Crisis Public Relation

随着企业所面临的内外部环境因素日趋复杂多变,导致企业出现危机或历史危机重演的诱因逐渐增多。如何从战略的高度认识、面对和处理危机不仅是企业渡过难关的需要,也是深化运营模式变革、培育危机预防意识、实现长远发展的战略要务。本文结合典型实例分析,从企业的战略监督层与运作流程层所组成的战略体系角度,综合分析了企业构建危机公关战略系统的必要性和紧迫性。在此基础上,探讨了该系统的基本功能架构、构成要素及主要功能的培育问题。进而,强调建立危机公关信息系统、进行网络公关是构建危机公关战略系统的重要环节。最后,讨论了危机公关战略的实施与控制。

For the internal and external environmental factors of enterprises are increasingly complex and volatile,many factors could lead to enterprises facing a new crisis or a repeat crisis in their history.It is need for enterprises riding out the storm by reasonably understanding,facing and dealing with the crisis as well as the strategic importance of enterprises changing their operational mode deeply,cultivating their defend consciousness to crisis and developing long-term.In this paper,by typical example analysis,from the view of strategic system composed of the enterprise crisis strategic oversight level and operational process level system,a comprehensive analysis of the urgency and necessity of building a crisis public relation strategic system is given.On this basis,this paper discusses the basic function structure of the system,as well as the inscapes and the cultivating problem of the main functions.Then,this paper shows that the establishment of a crisis public relations information system and building a network crisis public relation is an important part of the strategy system.Finally,the paper also discusses the control and implementation of the crisis public relation strategy.