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>字号+</a> <span 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å…Ïx¡ˆä¾‹ã€çŽ°ä»£ç¤¾ä¼šä¸­åQŒä¼ä¸šå…¬å…›_±æœºé¢‘频发生,不仅损害企业形象、声誉等无åŞ资äñ”åQŒè€Œä¸”使有形资产贬å€û|¼Œ......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190806/145S01Z8-0.jpg"></p></div>「危机公å…Ïx¡ˆä¾‹ã€çŽ°ä»£ç¤¾ä¼šä¸­åQŒä¼ä¸šå…¬å…›_±æœºé¢‘频发生,不仅损害企业形象、声誉等无åŞ资äñ”åQŒè€Œä¸”使有形资产贬å€û|¼Œé€ æˆòq¿æ³›æ¶åŠ£çš„社会媄响,甚至会危及企业的生存与发展,因此åQŒä¼ä¸šè¦å‘持¾l­å‘展åƈ不断壮大必须要妥善处理好企业面äÍ的公兛_±æœºã€‚当今社会,处在复杂多变环境中的企业åQŒé¢å¯ÒŽ¿€çƒˆçš„竞争åQŒå…¬å…±å…³¾pÕd±æœºåœ¨æ‰€éš‘Ö…ã€‚公兛_±æœºï¼Œæ˜¯æŒ‡ä¼ä¸šä¸Žå…¬ä¼—发生冲½Hã€æˆ–环境发生意料之外的事件和变化åQŒå¼•èµ·å…¬ä¼—舆论强烈反应、ä‹É企业形象受到严重威胁或损害的一¿Uç´§æ€¥çŠ¶æ€ï¼Œæ­¤æ—¶éœ€è¦åŠ¨å‘˜æ•´ä¸ªä¼ä¸šçš„力量òq¶ç»„¾l‡å„¿Uä¼ æ’­åª’介来处理åQŒè¿™æ˜?¿Uç‰¹ŒDŠçŠ¶æ€ä¸‹çš„公共关¾pÕd®žåŠ¡ã€‚公兛_±æœÞZ¸€æ—¦çˆ†å‘,势必¾l™ä¼ä¸šå¸¦æ¥å·¨å¤§çš„冲击和损失。谁也不希望遭遇危机åQŒä½†æ˜¯ä“Q何都企业不得不面寏V€‚一个优¿U€ä¼ä¸šä¸ä½†è¦å–„于应对危机,˜q˜è¦èƒ½å¤Ÿåœ¨å±æœÞZ¸­å‘现新的机遇。一、企业公兛_±æœºåŞ成的主要原因1.1企业内部原因。企业自íw«ç´ è´¨ä½Žä¸‹ã€‚其核心是企业组¾l‡äh员素质低下,˜q™åˆåŒ…括领导者素质低下和员工素质低下。现阶段ç”׃ºŽæˆ‘国的企业家正在逐步向职业化˜q‡åº¦åQŒæœ‰äº›ä¼ä¸šé¢†å¯égh知识¾l“构不完善,个äh修养和管理水òqŒ™¾ƒå·®ï¼Œå¯¹å†…部员工缺乏威信和感召力,不能‹È€å‘员工的¿U¯æžæ€§ï¼Œä½¿ä¼ä¸šç¼ºä¹å‡èšåŠ›åQ›åŒæ—Óž¼Œå¯¹å¤–部公众缺乏åã^½{‰æ„è¯†å’Œå¿…要的尊重。在企业¾lè¥ä¸­ï¼Œå‘˜å·¥ç´ è´¨ä¹Ÿå¾ˆé‡è¦åQŒå‘˜å·¥ç´ è´¨å¿…™åÖM¸Žå…¶æ‰€ä»Žäº‹çš„事业相匚w…åQŒä¼ä¸?ldquo;æ¡?rdquo;最低的一块木板必™åÖM¸Žå…?ldquo;æ°´åã^”和容量相¿U°ã€‚企业管理缺乏规范。其含义有两个:一是指企业¾l„织基础工作差,½Ž¡ç†çš„规章制度不健全åQŒäºŒæ˜¯æŒ‡å‘˜å·¥çš„行为无规范。如我国一些企业发生因产品质量原因引发的公共关¾pÕd±æœºï¼Œä¹‹æ‰€ä»¥å­˜åœ¨äñ”品质量隐患,æ·Þq©¶èµäh¥ä¼ä¸š½Ž¡ç†¾~ÞZ¹è§„范是主要原因。企业经营决½{–失误。企业的¾lè¥å†³ç­–都应自觉考虑到社会公众、社会环境的利益或要求,不能有损于公众,不能有损于环境,反之åQŒå³å±žäºŽå†³ç­–的失误。企业疏于传播沟通。传播沟通,通过企业和公众之间的信息交流和思想交流åQŒå¯ä»¥ä¼˜åŒ–组¾l‡ç»“构,增进人际关系的和谐,取得公众对组¾l‡æ´»åŠ¨çš„谅解和支持,所以传播沟通对企业臛_…³é‡è¦åQŒä½†æ°æ°æœ‰äº›ä¼ä¸šå´çŠ¯äº†æ— è§†æ²Ÿé€šå’Œä¼ æ’­æ²Ÿé€šæ„è¯†æÙE薄的毛病åQŒä»Žè€Œé…¿æˆå…¬å…›_±æœºã€?.2企业外部原因。自然环境突变。这包括天然性自然灾宛_’Œå»ø™®¾æ€§ç ´åä¸¤ä¸ªæ–¹é¢ã€‚天然性自然发生的变化åQŒæ˜¯ä¸ä»¥äººçš„意志ä¸ø™{¿Uȝš„变化åQŒå®ƒå¾€å¾€¾l™ä¼ä¸šæ´»åŠ¨å¸¦æ¥æ„æƒ³ä¸åˆ°çš„½Hç„¶æ‰“击。徏设性破坏灾å®Ïx˜¯ä¸€¿Uäh为的灑֮³åQŒå®ƒæŒ‡äh¾cÕd‡ºäºŽçŸ­è§†ã€æ— çŸ¥ã€ç–å¿½ã€å†³½{–失当等原因åQŒæ²¡æŒ‰å®¢è§‚规律办事所酿成的破坏机制。这¿Uå¾è®‘ÖŞå?ldquo;破坏”åQŒä¸”å»ø™®¾çš„规模越大,灑֮³æŸå¤±­‘Šä¸¥é‡ï¼Œæ‰€ä»¥ï¼Œå®ƒæ˜¯æ¯”自然灾å®Ïx›´ä¸¥é‡ã€åª„响面更广泛的、迄今仍未被予以­‘›_¤Ÿé‡è§†çš„潜在制灾源。社会环境变化。这体现在:恶性竞争原因即不正当竞争,指市场经‹¹Žæ´»åŠ¨ä¸­åQŒè¿åå›½å®¶æ”¿½{–法令,采取弄虚作假åQŒæŠ•æœºå€’把åQŒå‘蒙诈骗手ŒD늉Ÿå–利益,损害国家、生产经营者和消费者的利益åQŒæ‰°ä¹Þq¤¾ä¼šç»‹¹Žç§©åºçš„不良竞争行äؓ。恶性竞争作为引起企业公兛_±æœºçš„一个外部因素,是指本企业受到外部其他企业的不正当竞争,使本企业面äÍ严重的经营危机和信用危机åQŒä»Žè€Œå‘展成ä¸ÞZ¼ä¸šå…¬å…›_±æœºã€‚大众传播的原因。媒体对企业的关注不仅仅体现在企业的òq¿å‘Š‹zÕdŠ¨ä¸Šï¼Œå…³äºŽä¼ä¸šã€å•†ä¸šäh物的新闻常常成äؓ各大媒体的热门话题。媒体的å…Ïx³¨å¯ÆD‡´ä¼ä¸šçš„经营活动越来越透明、公开åQŒä¼ä¸šçš„¿Uç§è¡Œäؓ都暴露于媒体和社会的监督之中åQŒä¸€æ‹›ä¸æ…Žï¼ŒåÏxœ‰å¯èƒ½æ»¡ç›˜çš†è¾“åQŒå¼•æ¥ç¤¾ä¼šä¸æ»¡å’Œæ‰¹è¯„åQŒé€ æˆä¸¥é‡çš„公共关¾pÕd±æœºã€‚二、企业公兛_±æœºç®¡ç†çš„原则2.1承担责ä“Q原则。危机发生后åQŒå…¬ä¼—会å…Ïx³¨ä¸¤æ–¹é¢çš„问题åQšä¸€æ–šw¢æ˜¯åˆ©ç›Šçš„问题。利益是公众å…Ïx³¨çš„焦炏V€‚另一斚w¢æ˜¯æ„Ÿæƒ…问题。公众很在意企业是否å…Ïx³¨è‡ªå·±çš„感受。企业应该时åˆÕd°†å…¬ä¼—和消费者的利益攑֜¨½W¬ä¸€ä½ï¼Œòq‰™‡‡å–合适的行动来切实维护公众和消费者的利益åQŒè¿™æ˜¯èµ¢å¾—公众认可的关键åQŒå°¤å…¶æ˜¯å¯ä»¥åŠæ—¶èµ¢å¾—新闻媒体的认可ã€?.2真诚沟通原则。遇到危机时åQŒä¸è¦è¯•å›‘ÖŽ»æŽ©ç›–错误åQŒä¸è¦è¯•å›„¡»™è‡ªå·±æŠ«ä¸ŠåŽä¸½çš„外衣,不要¾_‰é¥°å¤ªåã^。处于危机澃涡中æ—Óž¼Œä¼ä¸šæ˜¯å…¬ä¼—和媒体的焦炏V€‚企业的一举一动都ž®†å—到质疑,因而千万不要有蒙æ؜˜q‡å…³çš„äÇoòq¸å¿ƒç†ã€‚企业应该主动与新闻媒体联系åQŒå°½å¿«ä¸Žå…¬ä¼—沟通,说明事实真相åQŒä¿ƒä½¿åŒæ–¹äº’相理解,消除公众的疑虑与不安ã€?.3速度½W¬ä¸€åŽŸåˆ™ã€‚从½Ž¡ç†çš„角度来è®ÔŒ¼Œå±æœºæ˜¯ä»Žé‡å˜åˆ°è´¨å˜çš„˜q‡ç¨‹åQ›è€Œä»Žä¼ æ’­çš„角度来看,危机是从ž®‘数人知道到多数人知道的˜q‡ç¨‹ã€‚好事不出门åQŒåäº‹ä¼ åƒé‡Œã€‚企业必™åÕd½“机立断,快速反应,果决行动åQŒä¸Žåª’体和公众进行沟通,从而迅速控制事态,否则会扩大危机的范围åQŒç”šè‡›_¯èƒ½å¤±åŽÕd¯¹å…¨å±€çš„控制。因为危机发生后åQŒèƒ½å¦é¦–先控制住事态,使其不扩大、不升çñ”、不蔓åšgåQŒæ˜¯å¤„理危机的关键ã€?.4¾pȝ»Ÿ˜qè¡ŒåŽŸåˆ™ã€‚我们在逃避一¿Uå±æœºæ—¶åQŒå¾€å¾€ä¼šå¿½è§†å¦ä¸€¿Uå±é™©ï¼Œä»Žè€Œé¡¾æ­¤å¤±å½¹{€‚危机公关的¾pȝ»Ÿ˜qä½œæœ‰åˆ©äºŽåŠæ—¶å‘现、收集信息,òq¶å¯¹ä¿¡æ¯˜q›è¡Œåˆ†ç±»ã€æ•´ç†ã€è¯„估、记录,向各个部门提供客观的、重要的信息åQŒåƈ上报决策层,从而开展有效的、严密的公关‹zÕdŠ¨åQŒåŠ å¼ÞZ¸Žå…¬ä¼—之间的协商对话,避免出现公众对企业的敌视现象åQŒå¾ç«‹è“v企业与消费者、公众之间新的信ä»ÖM¸Žåˆä½œå…³ç³»åQŒè¿›è€Œé¡ºåˆ©åœ°è§£å†³å±æœºã€‚因此,在进行危机管理时必须¾pȝ»Ÿ˜qä½œåQŒåªæœ‰è¿™æ äh‰èƒ½é€è¿‡è¡¨é¢çŽ°è±¡çœ‹åˆ°æœ¬è´¨åQŒåˆ›é€ æ€§çš„解决问题åQŒåŒ–害äؓ利ã€?.5权威证实原则。现代社会中åQŒæ–°é—Õdª’体的影响力越来越大,它已¾læ·±å…¥åˆ°½C¾ä¼šç”Ÿæ´»çš„各个层面,形成一股谁也无法忽视的力量。不论在危机中还是危机后åQŒä¼ä¸šéƒ½åº”该处理好与新闻媒体的关¾p»ï¼Œž®½é‡äº‰å–主要媒体的记者和¾~–辑的信ä»ÖM¸Žæ”¯æŒåQŒèŽ·å¾—æ–°é—Õdª’体公正对待的æœÞZ¼šåQŒè¿™ž®†æœ‰åˆ©äºŽå¼•å¯¼èˆ†è®ºòq¶å¼±åŒ–负面舆论的不利影响åQŒå®ƒå¯¹ä¼ä¸šæœªæ¥çš„成功是很重要的。危机发生后åQŒå¦‚果企业能够和政府机关、行业协会等权威机构保持坦诚的合作,得到他们的认可,通过他们发布有利于企业的权威信息åQŒå°±å¯ä»¥é‡æ–°å”¤è“v公众和消费者对企业的信任,加快危机的步伐。三、公兛_±æœºç®¡ç†çš„对策3.1居安思危åQŒæœªé›¨ç»¸¾~ªã€‚公关äh员对危机应该å…ähœ‰é«˜åº¦æ•æ„ŸåQŒåŠ å¼ºå¯¹ç”Ÿäñ”、管理、销售与售后服务部门的监督和考核åQŒæž„½{‘企业内部的½W¬ä¸€é“防¾U¿ï¼Œ˜q™ä¹Ÿæ˜¯ä¿æŒä¼ä¸šå¥åº·å‘展与有效预防危机的最好方法ã€?.2快速反应,及时处理。企业面对突如其来的危机åQŒåº”做到临危不äؕåQŒåœ¨½W¬ä¸€æ—‰™—´˜q…速做出判断,òq¶åˆ¶å®šç›¸åº”的危机公关æ–ÒŽ¡ˆã€‚一般而言åQŒå±æœºçš„发生都是½Hå‘性的åQŒå¦‚处理不当åQŒå°±ä¼šå¾ˆå¿«ä¼ æ’­åˆ°½C¾ä¼šä¸ŠåŽ»åQŒå¼•èµäh–°é—Õdª’体和公众的关注,产生不良影响。危机发生后åQŒä¼ä¸šåº”以最快速度‹z‘Ö‡ºå¾—力人员åQŒå®‰æŠšå—完™€…,òq¶è°ƒæŸ¥äº‹æ•…è“v因,采取½E›_®šå…¬ä¼—情çÈA的相应措施,协助有关部门开展工作,做好受害公众的挽救和补救工作åQŒä‹É公众了解危机真相和企业已采取和将要采取的各项措施åQŒäº‰å–公众的同情åQŒä»¥å‡å°‘危机的损失。应ä¸ÕdŠ¨ä¸Žæ”¿åºœéƒ¨é—¨å’Œæ–°é—»åª’体åQŒå°¤å…¶æ˜¯å…ähœ‰å…¬æ­£æ€§å’Œæƒå¨æ€§çš„传媒取得联系åQŒè¯´æ˜Žäº‹å®žçœŸç›¸ï¼Œž®½åŠ›å–得它们的谅解和支持ã€?.3坦诚相待åQŒå–信于民。通常情况下,ä»ÖM½•å±æœºçš„发生都会ä‹É公众产生¿Uç§çŒœæ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