跨国企业危机公关应对策略研究——以肯德基速成鸡事件为例

Research on Public Relations Crisis Coping Strategies of Multinational Enterprises. Take KFC Chicken Event as An Example

2012年11月底，肯德基被爆出养殖的一只鸡从孵出到端上餐桌只需要45天，鸡是用药物和饲料喂养的。对于肯德基速成鸡事件，企业参与在其中扮演了十分重要的角色。本文关注媒体追踪呈现、涉事方信息发布、媒体相关评论报道等的全过程，从危机公关角度，用统计学方法对其媒体构建、企业特点进行梳理和剖析，本文从人员管理、媒体发布、信息处理、策划统筹方面提出企业危机公关应对的策略。

At the end of November 2012, KFC was breeding hatch to end on the table, only 45 days, the crash is chicken a chicken from with drugs and feed. KFC chicken for crash events, enterprises to participate in the play a veiT important role in the. This paper presents the media tracking the whole process, parties, information release media related comments etc. , from the crisis public relations angle, construct, the media used statistical methods to review and analyze characteristics of enterprise, the personnel management, media, information processing, planning the industiT crisis public relations strategy.