企业危机公关能力构建与实践研究——以锦湖轮胎事件为例

Improving Enterprises' Ability of Crisis Public Relation——A Case Study of KUMHO TIRES "Rework Rubber Mixing"

近年来,企业危机事件的频繁发生,对相关企业造成了较大损伤,这暴露出企业危机公关能力的缺失。以锦湖轮胎"返炼胶"事件为例,提出和界定危机公关能力的概念和范畴,并通过危机发生前、发生时、发生后三个阶段的管理,从危机的预警、消化、应对、恢复和创新五个方面来阐述如何构建企业危机公关能力,以提升企业降低损害、化解危机的能力。

In recent years,the frequent occurrence of enterprise crisis event has done serious harm to related enterprises,which reveals that the companies lack the ability of crisis public relation.In this thesis,KUMHO TIRES ＂rework rubber mixing＂ is taken as an instance,the concept and scope of the ability of crisis public relation is put forward and defined.Then through three stage management-before,middle and after,the authors discuss how to build the ability of enterprise crisis public relation in pre-warning,digestion,response,restore,creation in order to improve the ability to limit damages and resolve crisis.