从BP危机处理看“全媒体时代”的企业危机公关

Crisis management skills for an enterprise across real-time media platforms—learning from BP's crisis management PR

企业在成长过程中会遭遇种种危机,危机已经成为企业的常态。进入"全媒体时代"给企业的危机公关能力提出了新的挑战。文章结合BP对墨西哥漏油事故的危机公关处理过程,探讨了企业主动告知和健全危机公关制度和体系的重要性,以及告知方式的选择和技巧;强调了危机公关处理的三个原则,即competent(胜任)、confident(自信)以及compassionate(富有同情心);同时建议企业重视对新媒体的应用,倾听消费者和网民的声音和诉求,并加强网络舆情的疏导。突发危机中止以后,企业危机公关并没有结束,还需要耐心地进行企业形象恢复和品牌形象重塑。文章对此给出了具体建议。

Nearly every enterprise will face many kinds of crisis in its growth phase,and increasingly so in modern society.Crisis management skills are increasingly crucial for an enterprise,across real-time media platforms.The article describes the measures taken and processes followed by BP in the Gulf of Mexico oil spill,the importance of active disclosure in crisis-management public relations, and the essential skills of disclosure.The article also emphasizes three principles in crisis-management public relations,namely competence,confidence and compassion.Enterprises should pay due attention to new media,focus on the voices of consumers and netizens,strengthen communication channels and try to induce popular sentiment on-line.Negativereaction to a crisis doesn’t mean an end to crisis-management public relations.To the contrary,the enterprise has to make a stronger effort toward image recovery and brand remodeling.