危机公关的实证分析和探讨

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危机公关的实证分析和探讨

摘要

中国企业已经进入了一个危机四伏的年代，国外企业为何善于危机转为契机

而我国企业这么容易被危机打倒，从中我们可以看出当前企业危机公关中还是

存在着问题，一个最重要的原因就是缺乏危机意识，在平时未意识到危机公关的

重要性。危机发生后，保持沉默延误危机处理的最佳时机，对公众或隐瞒事实推

卸责任，而导致了我国企业在处理危机公关中屡次失败，因此用实证分析来研究

危机公关，提出危机公关应注意的问题，让更多的企业把危转机。

本文以企业危机公关为背景，对危机公关的定义、危机公关的范围和特征和

企业在危机公关中的原则进行分析，然后从成功的案例和失败的案例中分析是何

种原因导致了危机处理的成功和失败，并分析目前我国企业危机公关工作存在的

问题，有各企业水平参差不齐、缺乏科学性和规范性、忽视了内部危机公关，最

后给出了企业危机公关应注意的问题，就是进行消息公开、制定危机反应和恢复

计划、采取良好的认错态度、进行赔偿、进行媒体宣传、评估危害和消除影响。

关键词：企业危机；危机公关；媒体宣传；

危机公关的实证分析和探讨

Abstract

Chinese companies have entered a perilous era, why foreign companies are good

at crisis into opportunity, and our business so easily down the crisis, from which we

can see the current corporate public relations crisis or there are problems, one of the

most important reason is the lack of sense of crisis and in peacetime are not aware of

the importance of public relations crisis. Crisis, to remain silent crisis of the best time

delay, the public or t o concea l t h e fact that its responsibility, w h ich l e d t o C h i nese

e n t e r p r i s e s in t h e re p ea te d f a i l u r e of c r i s i s m a na g em e n t p u b l i c r el a t i on s , he n c e t h e

empirical analysis to study the crisis in public relations, public relations crisis should

be noted that proposed so that more businesses to risk transfer.

This paper develops a public relations crisis in the background, the definition of

public relations crisis, the scope and characteristics of the crisis public relations and

corporate public relations in the principle of the crisis, then the analysis of cases from

the success and failures of the case analysis is what's caused the crisis successes and

failures, and analyze the current crisis in our public relations business problems from

various enterprise level uneven, been scientific and normative, internal crisis public

relations, public relations crisis last given the enterprise should pay attention to the

problem, is through public information, development of crisis response and recovery

plans, to admit a good attitude, compensation, conduct media campaigns to assess the

hazards and eliminate.

Keywords: business crisis; crisis public relations; media publicity;

危机公关的实证分析和探讨                                                              
目  录
摘要...............................................................I
Abstract..........................................................II
1绪 论.............................................................1
1  研究背景........................................................................................................1
2  相关研究现状述评........................................................................................1
3  研究意义........................................................................................................2
2危机公关的基本理论及原则..........................................3
1  危机公关的基本理论....................................................................................3
1.1  危机公关的定义........................................................................3
1.2  危机公关的范围和特征.............................................................4
2  危机公关与危机管理....................................................................................5
3  危机公关的一般原则....................................................................................5
3.1  企业在危机公关中的原则..........................................................5
3.2  政府危机公关的原则.................................................................7
3危机公关的市级按列分析............................................9
1  成功的案例....................................................................................................9
1.1  案例介绍...................................................................................9
1.2  案例分析：.............................................................................10
2  失败的案例..................................................................................................12
2.1  预防阶段准备不足...................................................................12
2.2  危机公关失灵..........................................................................13
3  目前我国企业危机公关工作存在的问题..................................................15
3.1  各企业水平参差不齐...............................................................15
3.2  缺乏科学性和规范性...............................................................15
3.3  忽视了内部危机公关...............................................................15
3

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摘要：

危机公关的实证分析和探讨摘要中国企业已经进入了一个危机四伏的年代，国外企业为何善于危机转为契机而我国企业这么容易被危机打倒，从中我们可以看出当前企业危机公关中还是存在着问题，一个最重要的原因就是缺乏危机意识，在平时未意识到危机公关的重要性。危机发生后，保持沉默延误危机处理的最佳时机，对公众或隐瞒事实推卸责任，而导致了我国企业在处理危机公关中屡次失败，因此用实证分析来研究危机公关，提出危机公关应注意的问题，让更多的企业把危转机。本文以企业危机公关为背景，对危机公关的定义、危机公关的范围和特征和企业在危机公关中的原则进行分析，然后从成功的案例和失败的案例中分析是何种原因导致了危机处理的成功和失败，...

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