媒体危机的形象修复策略使用评估——以英国广播公司为例

Evaluation of the Use of Media Crisis Image Restoration Strategy: the Case of BBC

危机管理中的品牌形象修复一直是萦绕组织的难题。合适的应对策略可使组织很快从危机的低谷走出,甚至可以转危为机。对英国广播公司危机案例的分析发现,为取得良好的沟通效果,身处危机的组织应综合危机情景、自身条件和外界宏观环境等多重要素来选择相应的修复策略。

The brand image restoration in crisis management has been a difficult problem. Appropriate coping strate- gies can make the organization quickly out of the trough of the crisis, and even turn from danger to opportunity. Case analy- sis of BBC crisis found that the organization should be integrated in the crisis situations so as to achieve good communication effect, as well as the important restoration strategies chosen for their own conditions and external environment.