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class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-08-06 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「危机公兛_¤„理方式」在¾|‘络时代的新背景下,企业公共关系不仅面äÍ新的挑战åQŒæ›´æˆäؓ必须解决的课题。尤其是在企......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190806/145T335U-0.jpg"></p></div>「危机公兛_¤„理方式」在¾|‘络时代的新背景下,企业公共关系不仅面äÍ新的挑战åQŒæ›´æˆäؓ必须解决的课题。尤其是在企业网¾lœå±æœÞZñ”生后åQŒå±æœºå…¬å…Ïxˆä¸ÞZ¼ä¸šå…¬å…±å…³¾pȝš„重中之重。本文对此加以探讨ã€?、问题的提出正如一个民族的发展延箋需要一¿Uæ°‘族精¼œžä½œä¸ºæ”¯æ’‘一æ øP¼Œä¸€ä¸ªä¼ä¸šçš„˜qè¥å’Œå‘展同样需要一¿Uç»è¥ç†å¿µä¸Ž¿U‘å­¦½Ž¡ç†æ¥æŒ‡å¯¹{€‚在¾læµŽå…¨çƒåŒ–、市场竞争白热化、信息网¾lœåŒ–的时代背景下åQŒä¼ä¸šç»™äºˆè‡ªå·±å‡†¼‹®å®šä½ï¼Œæœ‰æ•ˆé¿å…è¡Œä¸šé£Žé™©ä¸Žå±æœºå·²æˆäؓ企业½Ž¡ç†ä¸­çš„重要内容。危机公兛_Œå±æœº½Ž¡ç†çš„涵义,是指¾l„织或个人通过危机‹‚€‹¹‹ã€å±æœºé¢„控、危机决½{–和危机处理åQŒä»Žè€Œé¿å…å‡ž®‘危æœÞZñ”生的危害åQŒç”šè‡›_°†å±æœºåŒ–äؓ转机的过½E‹ã€‚①著名企业危机½Ž¡ç†ä¸Žå…¬å…³ä¸“家诺曼曾è¯?ldquo;每一‹Æ¡å±æœºçš„本èín既包含导致失败的æ ÒŽºåQŒä¹Ÿå­•è‚²ç€æˆåŠŸçš„种子。发现、培育以便收莯‚¿™ä¸ªæ½œåœ¨çš„成功æœÞZ¼šž®±æ˜¯å±æœºå…¬å…³çš„ç²¾é«?rdquo;。②可见åQŒä¼ä¸šå±æœºå…¬å…›_¯¹äºŽä¼ä¸šç»è¥ç®¡ç†çš„重要性和必要性,它不仅是衡量企业公关¾l¼åˆå®žåŠ›çš„标准,也是立èƒö之基、发展之源。尤其是随着¿U‘学技术的发展åQŒå¿«é€Ÿçš„¾|‘络信息传播åQŒç¤¾ä¼šèˆ†è®ºç„¦ç‚¹å¯¹¾|‘络信息的关注,互联¾|‘高速发展带来的影响已渗透到½C¾ä¼šçš„方斚w¢é¢ã€‚因此,如何使企业è{å×ƒØ“安,从而持¾l­å‘展、不断壮大,成äؓ企业危机公关中必™å»é‡è§†å’Œè§£å†³çš„课题ã€?、网¾lœæ—¶ä»£ä¸‹ä¼ä¸šå±æœºå…¬å…³é¢äÍ的挑战美国公关专家詹姆斯ž®†å±æœºæ˜qîCؓåQ?ldquo;它不ä»?lsquo;能见度无法预‹¹‹ï¼Œè€Œä¸”可能在ä“Q何时候降临到ä»ÖM½•äºø™ín上ã€?rdquo;③事实也表明åQŒçŽ°ä»£ç¤¾ä¼šè¶Šæ¥è¶Šå¤šçš„危机是不可预防的。在新媒体发展的¾|‘络时代背景下,企业危机如处理得当可以äؓ企业带来较好的声誉,但一旦危机处理不当,各种负面信息便会通过¾|‘络˜q…速传播,最¾lˆç»™ä¼ä¸šå¸¦æ¥æŸå¤±ã€‚互联网在äؓ企业处理公共关系提供更äؓ便捷和更å¼ÞZº’动性åã^台的同时åQŒä¹Ÿ¾l™ä¼ä¸šå¤„理公共关¾pÕd¸¦æ¥æ–°çš„挑战和压力。有数据昄¡¤ºåQŒæˆªè‡?011òq?2月底åQŒä¸­å›½ç½‘民数量已辑ֈ°5.13亿,全年新增¾|‘æ°‘5580万。不断膨胀和扩大的¾|‘民数量åQŒå¯¹äºŽä¼ä¸šè€Œè¨€åQŒæœ¬íw«å°±æ˜¯ä¸€æŠŠåŒåˆƒå‰‘。一斚w¢åQŒä¼ä¸šå¯ä»¥åˆ©ç”¨ç½‘¾lœä¿¡æ¯åã^台吸引消费者,塑造企业良好åŞ象,更大限度地营销和宣传企业、äñ”品、品牌和服务åQŒè¿™æ— ç–‘提升了企业的竞争能力和发展能力。另一斚w¢åQŒç½‘¾lœæ—¶ä»£è¡ç”Ÿäº†ä¼ä¸šæ–°çš„危机形式――网¾lœå±æœºã€‚所谓网¾lœå±æœºï¼Œæ˜¯æŒ‡åœ¨äº’联网时代åQŒç”±äºŽç½‘¾lœçš„互动性和传播的广泛性,使得企业的真å®?虚假信息òq¿æ³›ä¼ æ’­åQŒç»™ä¼ä¸šçš„正常生产经营造成影响åQŒç”šè‡³ç»™ä¼ä¸šå¸¦æ¥æŸå®³çš„一¿UçŠ¶æ€æˆ–事äšg。④¾|‘络环境下,信息传播和反馈的速度更äؓ快速,如ä“Q何一个敏感性消息只要一上传、发布,便会在短旉™—´å†…被大量的网站è{帖、复制。同æ—Óž¼Œç”׃ºŽæˆ‘国¾|‘络监督法律法规的不健全åQŒç¼ºä¹å¯¹ä¸æ³•¾|‘民和网¾lœåª’体的惩处力度åQŒåŠ å¤§äº†æ¶æ„ç‚’作的可能性,¾|‘民舆论难以控制。网¾lœåœ¨ä¸ÞZ¼ä¸šæä¾›å•†ä¸šåˆ©ç›Šçš„同时åQŒä¹Ÿ¾l™ä¼ä¸šå¸¦æ¥å¾ˆå¤šä¸å®‰å®šå› ç´ ã€‚据¾lŸè®¡åQŒä¸­å›?0%的企业危æœÞZ»Ž¾|‘络媒体爆发åQ?00%的企业危机有¾|‘络媒体的参与ã€?011òq´å®¶ä¹ç¦çš„ä­h格欺诈事ä»Óž¼Œé”¦æ¹–轮胎的质量门事äšgåQŒè¾¾èŠ¬å¥‡å®¶å…·è´´ç‰Œç”Ÿäñ”冒充‹z‹å“ç‰Œäº‹ä»Óž¼Œä¸­çŸ³åŒ?ldquo;天ä­hé…?rdquo;事äšgåQŒè“æœˆäº®‹z—è¡£æ¶?ldquo;荧光增白å‰?rdquo;事äšg½{‰ç­‰ä¼ä¸šè¯šä¿¡ã€ä¿¡ä»Õd±æœºçš„愈演愈烈åQŒäº’联网无疑起到了推波助澜的作用ã€?、网¾lœæ—¶ä»£ä¸‹ä¼ä¸šå±æœºå…¬å…³çš„原则虽然在¾|‘络时代企业危机不可避免åQŒç½‘¾lœå±æœºæ‰€å…ähœ‰çš„破坏性、突发性、持¾l­æ€§å’Œéš‘Ö¤„理性给企业公共关系带来隑ֺ¦åQŒä½†é€šè¿‡æœ‰æ•ˆçš„公共关¾pȝ­–略可以预警和处理大部分的危机。具体而言åQŒåœ¨ä¿¡æ¯çˆ†ç‚¸ã€èˆ†è®ºå¹¿æ³›ä¼ æ’­çš„½C¾ä¼šçŽ¯å¢ƒä¸­ï¼Œä¼ä¸šåº”该遵åó@危机公关的三个基本原则。快速反应原则。快速反应原则是指一旦危机爆发,ž®±å¿…™åÕdŠæ—¶åœ°äºˆä»¥æŽ§åˆ¶ã€‚危æœÞZ»Žå‘生åˆîCñ”生大范围影响的时间一般不会超˜q?4ž®æ—¶åQŒå³æ‰€è°“çš„“黄金24ž®æ—¶”åQŒè¿™æ˜¯å±æœºå…¬å…Ïxœ€é‡è¦ä¹Ÿæ˜¯æœ€æœ‰æ•ˆçš?4ž®æ—¶ã€‚危机公关的隑ֺ¦æ˜¯ä¸Žä¼ä¸šå¤„理危机的速度成反比的åQŒé€Ÿåº¦­‘Šå¿«åQŒæŸå¤±å°±­‘Šå°ã€‚因此,企业要把握好˜q?4ž®æ—¶çš„æ—¶é—ß_¼Œå¼•å¯¼èˆ†è®ºã€ç¨³å®šäh心是首要ä»ÕdŠ¡ã€‚反之,只会延误危机解决的时机,使企业蒙受更大的损失。真诚坦率原则。俗话说“¾U¸åŒ…不住ç?rdquo;åQŒäº‹å®žæ˜¯æŽ©ç›–不住的。通常åQŒé¢†å¯ÆD€…的态度与危机处理的速度和难度是成正比的。态度­‘Šå¥½åQŒå¤„理速度­‘Šå¿«åQŒå¤„理难度也­‘Šå°åQŒæ•ˆæžœè¶Šå¥½ã€‚所以,企业领导者应持积极心态、负责态度对待公众、媒体。企业在实施危机公关的过½E‹ä¸­åQŒä¸Žå…¶è®©¾|‘民、媒体来揭露事实真相åQŒä‹É企业处于被动åœîC½åQŒä¸å¦‚主动承担责任,使公众了解情况,理智地做出判断,创造有利于自èín的媒体导向。以公众为本原则。要急他äºÞZ¹‹æ‰€æ€¥ï¼Œæƒ³ä»–äºÞZ¹‹æ‰€æƒ»I¼ŒåŠæ—¶åœ°æ²Ÿé€šæœ‰å…³ä¿¡æ¯ã€‚无论危æœÞZº‹ä»¶æœ‰å¤šä¸¥é‡ï¼Œä¹Ÿæ— è®ÞZ¼ä¸šæ˜¯ä¸»è¦è´£ä“Q者还是次要责任者,企业都应及时和利益受损的消费者沟通,关爱危机中的受伤¾Ÿ¤ä½“åQŒåšåˆ°æ—¶åˆÀLŠŠå—害者和公众的利益放在首位,勇于承担责ä“QåQŒå¯¹è´¢äñ”损失应合理赔偿,对伤亡äh员应为其本äh或家属提供抚恤,从而以负责的态度和积极有效的行动赢得公众的谅解和支持ã€?、网¾lœæ—¶ä»£ä¸‹ä¼ä¸šå±æœºå…¬å…³çš„徏议和对策4.1 构徏预防体系åQŒæé«˜é¢„警能åŠ?一个完善的企业åQŒä¸ä»…要生äñ”¾lè¥ä¸ŠåŠ›äº‰ä¸Šæ¸¸ï¼Œè‰¯å¥½çš„危机监控也是必不可ž®‘的。危机公关的首要斚w’ˆæ˜¯é¢„é˜ÔŒ¼Œé€šè¿‡å»ºç«‹å±æœºé¢„警体系ž®†å±æœºæ‰¼æ€åœ¨æ‘‡½‹®é‡ŒåQŒæŠŠæŸå¤±é™åˆ°æœ€ž®ã€‚这是危机公关中可操作性最强、投入精力最多的部分。只要有对危机的仔细‹zžå¯Ÿå’Œä¸“业的危机预警机制åQŒä¼ä¸šå°±å¯ä»¥åšåˆ°æœªé›¨¾l¸ç¼ªåQŒé˜²æ‚£äºŽæœªç„¶ã€‚在危机来äÍ之前做好了心理上和相å…ÏxŽªæ–½ä¸Šçš„准备,在危机突然出现时便可˜qç­¹å¸·å¹„、从定w¢å¯V€‚要在企业中培养专业的危机公关äh员,¾~–写危机公关培训教程。危机公关äh员不应只为应付危æœø™€ŒäÍ时成立,应该长期存在于企业中åQŒå®žçŽ°å¯¹å±æœºçš„监控和½Ž¡ç†ã€?.2 ¾lƒå¥½“内功”åQŒæ‰¿æ‹…社会责ä»?¾Uµè§‚˜q‘几òq´å‡ºçŽ°çš„企业危机åQŒå…¶æ ¸å¿ƒæˆ–者是企业领导åQŒæˆ–者是企业产品åQŒæˆ–者是企业服务½{‰é—®é¢˜é€ æˆçš„。比如,2011òq´è¢«¾|‘络媒体所报道的达芬奇家具事äšgåQŒç”±äºŽå…¶äº§å“åªæ˜¯ç”±å›½å†…厂家制造,通过贴牌、æ“v关部门的“一˜q›ä¸€å‡?rdquo;åQŒå°±æˆäؓ天ä­h的进口家兗÷€‚打着高端的品牌卖的却是劣质的产品åQŒè¾¾èŠ¬å¥‡æŸå®³çš„是所有消费者的利益åQŒæŽ¨å¸çš„是企业社会责仅R€‚因此,企业避免危机出现的根本是打造优质äñ”品、提供优质服务,¾lƒå¥½“内功”åQŒä¸åšè¿æ³•ã€è¿é“å¯d之事ã€?.3 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