自曝家丑还是沉默是金——论“抢雷策略”在企业危机公关的运用

On the Application of " Stealing Thunder Strategy" in the Enterprise Crisis Management

任何企业在维护自我形象时都需要处理好危机带来的负面影响。一般来说,大多数的危机公关都是通过媒体或公众曝光后才采取有效行动,企业在危机曝光中难以获取主动权。当企业在媒体或公众未发觉时,调查出自身问题与危机,是应当采取"自曝家丑"的策略,还是保持沉默,试图将事态掩埋呢?文章通过对"抢雷策略"的分析,结合具体事例说明"抢雷效应"对提升企业自我形象的重要性。

It is necessary for enterprises who try to maintain self-image to handle well with the negative effect due to the crisis. In general, scandal, making it impossible the strategy called ＂Revealing crisis on their own before the most crisis public relations take actions long after media and public exposed the for enterprises to have the power of initiative. Is it acceptable for enterprises to use your dirty＂, or to keep the secret stealthily, when they have found the problem and public haven＇t realized it？ The article will combine specific examples with the ＂ Stealing thunder＂ strategy to explain the importance of ＂Stealing thunder＂ improves enterprises＂ images effectively.