马拉松赛事组织的舆情危机应对策略——基于情境危机传播理论

Public Opinion Crisis Response Strategy of Marathon Event Organization——Based on Situational Crisis Communication Theory

结合情境危机传播理论,运用案例分析法,研究马拉松赛事组织面对舆情危机时,处理策略上存在的问题:过往危机史考虑不足,回应不当引发次生舆情,消极应对问题,危机处理速度较慢。提出以下解决对策:合理进行危机归因,实施策略前参考以往同类事件,借鉴其他马拉松赛事比赛组织过往危机史;防范可预防型危机,配合使用重建策略;制定匹配的回应策略,重视危机处理的细节,注重回应文本构建;及时回应,利用多种渠道。

Based on the situational crisis communication theory and with the research method of case analysis, the paper studies the problems of countermeasures to handle the public opinion crisis in the marathon event organization: insufficient consideration of the past crisis, improper response leading to new public opinion crisis, negative response to the problem, and slow crisis handling speed. The paper proposes to refer to the previous similar events before implementing the strategy, prevent avoidable crises and use reconstruction strategies, develop matching response strategy, pay attention to the details of crisis handling, pay attention to response text construction, respond promptly and use multiple channels.