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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">2019-08-09 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>「网¾lœå…¬å…›_±æœºã€æ–°åª’体背景下,信息传播环境急剧变革åQŒèˆ†è®ºåŞ态更加多元。微信、微博在äºÞZ»¬çš„日常生‹zÖM¸­æ‰®æ¼”着......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190809/1H915M62-0.jpg"></p></div>「网¾lœå…¬å…›_±æœºã€æ–°åª’体背景下,信息传播环境急剧变革åQŒèˆ†è®ºåŞ态更加多元。微信、微博在äºÞZ»¬çš„日常生‹zÖM¸­æ‰®æ¼”着­‘Šæ¥­‘Šé‡è¦çš„作用åQŒå®ƒä¸ä»…ä¸ÞZ¼ä¸šã€æ”¿åºœåŠ½C¾ä¼š¾l„织提供了新的åã^収ͼŒåŒæ—¶ä¹Ÿå¯¹ä¼ä¸šçš„危机公兌™ƒ½åŠ›æå‡ÞZº†å·¨å¤§çš„挑战。如何在传播速度如此之快的情况下做好危机公关åQŒå°±å˜å¾—更加举èƒö轻重。基于此åQŒæœ¬æ–‡ç¬”者将着重分析探讨新媒体下做好危机公关的措施。新媒体的应用加速了传播的速度åQŒåŠ©æŽ¨äº†å±æœºã€‚ä“Q何äh有意或者无意的一条朋友圈åQŒä¸€æ¡å¾®åšéƒ½æœ‰å¯èƒ½ç»™ä¼ä¸šé…¿æˆé‡å¤§ç„¡¥¸ã€‚在˜q™ä¸ªäº’联¾|‘时代,传播方式变了åQŒç¤¾ä¼šå‚与的方式变了åQŒå±æœºçš„形成和处理方式也在变。那么新媒体有些什么样的特点?一、新媒体异军½Hè“våQŒä¿¡æ¯ä¼ æ’­å‘ˆçŽ°æ–°çš„特点在媒介传播领域åQŒæ–°åª’体传播异军½Hè“våQŒä¸€ä¸‹å­æ‰“破了传¾lŸåª’介生态格局。目前最为热门的媒介传播方式ž®±æ˜¯åQšå¾®åšã€å¾®ä¿¡å€ŸåŠ©¿UÕdŠ¨¾lˆç«¯åQŒé€šè¿‡æ™ø™ƒ½æ‰‹æœºåQŒéšæ—‰™šåœ°çš„传播信息ã€?亿多的微博用戗÷€?亿多的微信用æˆøP¼Œæž„成了一个无处不在的信息交互¾|‘络åQŒä‹É新媒介传播,呈现å‡ÞZ¸€äº›æ–°çš„特炏V€?.传播模式的裂变――病毒式传播原有对传播模式的描述åQŒæœ‰¾U¿æ€§ä¼ æ’­ã€ä¸¤¾U§ä¼ æ’­ã€åó@环传播、互动传播等åQŒä½†æ˜¯è‡ªä»Žå¾®åšäñ”生之后,所有的传播术语都难以表˜q°æ–°åª’介带来的巨大变化,“病毒裂变式传æ’?rdquo;成äؓ热门词汇åQŒç”¨æ¥è¡¨˜q°æ–°çš„ä¼ æ’­åŞ态。以微博ä¸ÞZ»£è¡¨çš„½C¾ä¼šåŒ–媒体,因其操作便捷、进入门槛低åQŒæ·±å—大众青睐。而社会化媒体对群体具有强大的聚合能力åQŒå®ƒé€šè¿‡ä¿¡æ¯çš„流动,ž®†åŽŸæœ¬åˆ†æ•£ã€å­¤ç«‹çš„½C¾ä¼šä¸ªä½“åQŒä»¥ä¸åŒçš„å…³¾pȝ»„合成众多的小¾Ÿ¤ä½“。无以数计的信源åQŒé€šè¿‡æ— ä»¥æ•°è®¡çš„小¾Ÿ¤ä½“åQŒæž„成无以数计的新的传播渠道åQŒä‹É信息传播成几何çñ”数对外扩散,产生病毒裂变式传播效果ã€?.传播ä¸ÖM½“参差――情¾lªåŒ–传播很早ž®±æœ‰å­¦è€…ç ”½I¶å‘玎ͼŒ¾|‘络­a€è®ºå¾€å¾€æ›´åŠ å¤§èƒ†ã€æ›´åŠ æƒ…¾lªåŒ–。基于这一理解åQŒå¯¹¾|‘络¾Ÿ¤ä½“çš„ç ”½IӞ¼Œ¾Ÿ¤ä½“极化现象受到高度å…Ïx³¨åQŒå›½å†…学者开始高度关注这一现象。事实上åQŒç½‘¾lœä¸­æžç«¯­a€è®ºå¾€å¾€ä¼šå¼•èµäh›´å¤šçš„å…Ïx³¨åQŒæœ‰å­¦è€…对时政论坛˜q›è¡Œè§‚察åQŒå‘现愤青情节、偏‹È€­a€è®ºå…·æœ‰è¾ƒé«˜çš„å…Ïx³¨åº¦ã€‚也有学者对南周事äšg的网¾lœè®ºäº‰è¿›è¡Œåˆ†æžï¼Œå‘现左派åÏx´¾å¯¹ç«‹æ˜Žæ˜¾ã€‚美国市场研½I¶å…¬å¸å°¼ž®”森曑֏‘布过一份调查报告,指出中国¾|‘民最喜欢在网¾lœä¸Šå‘表与äñ”品相关的负面评论åQŒçº¦æœ?2%的中国网民表½Cºï¼Œä»–们更愿意分享负面评论,而全球网民的˜q™ä¸€æ¯”例则äؓ41%ã€?.传播内容复杂――æ؜杂型传播¾|‘络传播内容的复杂,表现在网¾lœä¿¡æ¯æºå¤´ã€ç½‘¾lœä¿¡æ¯æ¸ é“无以数计。就信源而言åQŒç½‘¾lœä¿¡æ¯å‘布的多源头状况,严重影响信息质量。特别是åQŒåœ¨ä¸€äº›é‡å¤§æ–°é—ÖMº‹ä»¶ä¸­åQŒå¾®åšç­‰æ–°çš„传播形式以其独特的优势,往往抢占信息发布之先åQŒå¦‚最˜q‘的柛_²©äº‹äšg、和颐酒店女性被侉|¡ˆ½{‰éƒ½æ˜¯ç”±å¾®åšçŽ‡å…ˆå‘布信息。微博、微信等已经成äؓ一些传¾lŸå¤§ä¼—媒体重要的信息来源。就信道而言åQŒæ¥è·¯ä¸æ˜Žçš„信息源,通过½C¾ä¼šåŒ–网¾lœçš„众多ž®ç¾¤ä½“,一圈一圈对外交叉扩散,循环往复,在传播过½E‹ä¸­åˆå› å„种原因发生误传、变异等åQŒå…¶é—´ä¸€äº›æ­£è§„媒体、大号微博、名人微博等的介入,更增加了信息的复杂性,¾l“果信息几经传播变得­‘Šæ¥­‘ŠçœŸä¼ªèŽ«è¾¨ã€‚二、新媒体对危机公关的新挑战这ž®±æ˜¯äº’联¾|‘时代的危机。互联网加速了传播的速度åQŒåŠ©æŽ¨äº†å±æœºã€‚一个故事,一条新闻,ä»ÖM½•äººæœ‰æ„æˆ–者无意,只要按一ä¸?ldquo;发é€?rdquo;键,“å—?rdquo;的一下跑到网上,立刻ž®×ƒ¼š¾l™ä¼ä¸šé…¿æˆé‡å¤§ç¾¼œ¸ã€?0òq´å‰åQŒä¼ æ’­æ–¹å¼ä»¥¾U¸è´¨ä¸ÞZ¸»åQŒä¼ä¸šé¢å¯¹å±æœø™¿˜å¯ä»¥ä»Žå®¹åº”对åQŒç”¨å‡ å¤©çš„时间讨论对½{–,˜q˜å¯ä»¥å‡­“一把手不在”为由åQŒæŠŠä¸€åˆ‡æ–°é—»è´¨è¯¢æŒ¡åœ¨é—¨å¤–。现在互联网时代åQŒä¼ æ’­çš„方式变了åQŒç¤¾ä¼šå‚与的方式变了åQŒå±æœºçš„形成和处理方式也在变。互联网的发展äؓ企业危机½Ž¡ç†æå‡ºäº†æ–°è¯ùN¢˜ã€æ–°æŒ‘战åQŒä¹Ÿæä¾›äº†æ–°æ¸ é“和新机遇。在˜q™æ ·ä¸€ä¸ªå‚与度极高、互动性极强的¾|‘络环境中,企业可以利用新的工具建立链接åQŒç»•˜q‡ä¼ ¾lŸåª’体徏立新的沟通渠道,有效地施展自å·Þqš„话语权,求得舆论òqŒ™¡¡ã€‚ä¼ ¾lŸçš„研究和监控手ŒDµä»…仅是一个基¼‹€åQŒé€šè¿‡¾|‘络可以获得比传¾lŸæ–¹æ³•å¤šå¾—多的市场数据。例如,è°äh­Œã€ç™¾åº¦ç»™äº†æˆ‘们即时获得市场研½I¶æ•°æ®çš„æœÞZ¼šåQŒç”šè‡›_¯ä»¥å¾ˆå¿«å¾—到趋势图和对照表。危机的酝酿也很不同åQšå½“危机或问题还在初期,微博中布满了各种意见和讨论,接下来挑起危机的åQŒä¸æ˜¯æ–°é—ȝ¼–辑,而是一个不明èín份的POä¸Èš„一‹z¾èƒ¡­a€ã€‚çš„¼‹®ï¼Œè‡ªåª’体的微博是对企业舆情监控的巨大挑战,特别是在危机时分可能失控。企业需要知道,他们当中谁是意见领袖åQŸè¿™äº›äh的媄响力有多大?当然åQŒç½‘站流量和相关评ä­h可以¾l™å‡ºä¸€äº›å‚考数据。三、如何做好危机公å…?.們֐¬å’Œåˆ†äº«äº’联网时代处理危机公关是們֐¬å’Œåˆ†äº«ï¼Œè€Œä¸æ˜¯è‡ªè¯´è‡ªè¯ã€‚掌握了¾|‘络时代传播的主动权åQŒä¼ä¸šåœ¨å±æœºå¤„理中的胜算ž®ÞpŽ·å¾—了一半以上的保证。企业与自媒体打交道åQŒä¸èƒ½é‡‡ç”¨è¿‡åŽ»é‚£¿Uå•å‘的沟通方式,他们不会听你的。最有效的沟通方式是与他们徏立åã^½{‰çš„对话åQŒç”¨è®¨è®ºé—®é¢˜çš„方式与他们交流。互联网从根本上改变了äh们获取信息的方式åQŒä¿¡æ¯ä¸å†æ˜¯½Ž€å•çš„你发我收åQŒè€Œæ˜¯ä¸ÕdŠ¨å®šåˆ¶å’Œè¿‡æ»¤ã€‚流行的RSS¼‹®ä¿åª’体、股东和消费者主动向企业å¯ÀL±‚信息åQŒç›®å‰è¿™å·²ç»æˆäؓ企业的标准服务。RSS的方式保证了企业与网站访问者的互动åQŒä¼ä¸šå€Ÿæ­¤å¯ä»¥äº†è§£ä»–们的具体需求。同理,危机时分的互联网传播也需要互动,以提供事实、获取同情äؓ丅R€‚互联网的互动性可以帮助利益相兌™€…获得他们所需要的信息和想法。需要强调的是,一个危机处理的¾|‘站应当¼‹®ä¿èƒ½å¤Ÿè®©è‚¡ä¸œå’Œ™å‘Ö®¢å‚与、评估貌似棘手的问题åQŒå› ä¸ÞZ»–们不再满­‘³ç®€å•åœ°æŽ¥å—信息ã€?.处理危机要公开和及时很多有˜qœè§çš„公司,都采用了一些网¾lœæ£€‹¹‹ã€ç½‘¾lœè¥é”€çš„手ŒDµï¼Œé‡åˆ°ä¸è‰¯ä¿¡æ¯åQŒæœ€æƒ›_šçš„第一件事情就æ˜?ldquo;åˆ?rdquo;åQŒä½†˜q™åƈ不是明智之ä‹DåQŒå¾ˆå¤šæƒ…况你­‘Šæ˜¯åˆ ï¼Œå®ƒå°±­‘Šè“våŠÔŒ¼Œè€Œä¸”qq¾Ÿ¤ç­‰æ–¹å¼åQŒä¼ä¸šæ ¹æœ¬æ— æ³•ç›‘控删除。这个时候要扑ֈ°æºå¤´åQŒæ‰¾åˆ°å½“事äh解决问题。首先,¾|‘民对网¾lœçš„期待是:信息公开、信息更新、信息即时。这对企业来说做åˆîC¸Š˜q?点åƈ不容易,特别是在危机中。但响应速度表明了企业态度åQŒæ‰€ä»¥ä¼ä¸šä¸€å®šè¦å¯¹åˆ©ç›Šç›¸å…Œ™€…开放、信息透明åQŒå¿«é€Ÿå“åº”。利益相兌™€…来åˆîC¼ä¸šç½‘站,‹¹è§ˆä¼ä¸šåšå®¢åQŒå¸Œæœ›èƒ½å¾ˆå¿«å¾—到那些‹‚˜æ‰‹é—®é¢˜çš„答案。他们不会给企业太多的时é—ß_¼Œè€Œæ˜¯“期待立即回复”。另外,与传¾lŸæ–¹å¼ä¸åŒçš„是,从管理层èŽäh‰¹çŽ°æˆ½{”案已不适用于今天的企业危机åQŒå…¬ä¼—要的是“全新åÏx—¶”的答复。企业准备好博客了吗åQŸé«˜å±‚领å¯éghå?ldquo;微博”了吗åQ?企业执委会准备好¾|‘络对话了吗åQŸè¿™å®žé™…上是对管理层提出了更高的要求åQŒè¦æ±‚他们改变管理态度和管理程序。再者,信息透明不要ž®è§†ã€‚互联网不允è®æ€¼ä¸šè—ç€æŽ–着。而且åQŒåœ¨¾|‘络上讨论问题时åQŒä¸€å®šè¦æ ‡æ˜Žíw«ä†¾åQŒä¸èƒ½å¤„处以¾l´æŠ¤ä¼ä¸šçš„样子讲话。聪明的办法莫过于未雨绸¾~ªï¼Œä¸ºå±æœÞZ¼ æ’­åšå¥½é¢„案,准备必要的工具和æ–ÒŽ³•åQŒäؓ可能的危机安排对应的æ–ÒŽ³•ã€‚其实,¾|‘络时代òq¶æ²¡æœ‰æ”¹å˜å±æœºå¤„理的原则åQŒä½†æ˜¯å¤„理危æœø™®¡åˆ’å¿…™åÀL˜¯åŠ¨æ€çš„åQŒå¿…™å»è¦åŠæ—¶åº”对。笔者的å»ø™®®æ˜¯ï¼Œç›‘测市场动态、评估潜在威胁åƈ建立一套从最坏情况考虑的脚本ã€?.动态预案,争取ä¸ÕdŠ¨å¯¹äºŽ¾|‘络的深度监‹¹‹å¯ä»¥ä¿è¯ä¼ä¸šä¸Žæ—¶ä¿±˜q›ã€‚网¾lœæ—¶ä»£ï¼Œä¼ä¸šä¸èƒ½å”?ldquo;独角æˆ?rdquo;åQŒè€Œæ˜¯è¦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