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class="listltitle"> <h3>「危机公å…Ïx¡ˆä¾‹ã€ä¼ä¸šç½‘¾lœçŽ¯å¢ƒä¸‹çš„危机公兌™§£å†Ïx–¹æ¡?/h3> <p> <a class="tfontsize" href="javascript:;" >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">2019-08-09 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>「危机公å…Ïx¡ˆä¾‹ã€ä¼ä¸šåº”该认真的分析¾|‘络危机¾l™ä¼ä¸šå¸¦æ¥çš„利害关系åQŒé’ˆå¯¹å…¶ç‰¹ç‚¹åQŒé‡‡ç”¨ç›¸åº”çš„½{–ç•¥åQŒåšå¥½ç½‘¾lœçŽ¯å¢?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190809/1H92CB3-0.jpg"></p></div>「危机公å…Ïx¡ˆä¾‹ã€ä¼ä¸šåº”该认真的分析¾|‘络危机¾l™ä¼ä¸šå¸¦æ¥çš„利害关系åQŒé’ˆå¯¹å…¶ç‰¹ç‚¹åQŒé‡‡ç”¨ç›¸åº”çš„½{–ç•¥åQŒåšå¥½ç½‘¾lœçŽ¯å¢ƒä¸‹çš„企业危机公养I¼ŒåŒ…含事前预防åQŒäº‹ä¸­é˜²èŒƒä»¥åŠäº‹åŽçš„反馈åQŒè¾¾åˆ°æœªé›¨ç»¸¾~ªï¼Œé˜²æ‚£æœªç„¶åQŒé¿å…‰™£Žé™©ï¼Œè§£å†³å±æœºäº‹äšg的作用。一、互联网环境对企业危机公关的影响鉴于互联¾|‘本íw«å­˜åœ¨ä¸Žä¼ ç»Ÿåª’体差异较大的特点,也就使得危机公关在互联网环境下äñ”生了新的特点。只有明¼‹®äº†è§£äº’联网对危机公关的正面与负面媄响,才能对企业的危机公关做出最合理的决½{–。而互联网的新特点对企业危机公关的影响å…ähœ‰ä¸¤é¢æ€§ï¼šåˆ©ç”¨å¾—好åQŒå°†ä½¿ä¼ä¸šæ›´å¥½çš„规避危机风险åQ›åˆ©ç”¨ä¸å¥½ï¼Œåˆ™ä¼šä½¿ä¼ä¸šä¸€íy¶ä¸æŒ¯ã€?.公众的广泛参与扩大了危机互联¾|‘的出现强化了公众的表达意识åQŒæžå¤§çš„调动了公众参与社会事物的¿U¯æžæ€§ã€‚同时还有可能ä‹É大量的非公众人群向公众äh¾Ÿ¤è{变(非公众即公关学中的对企业没有ä»ÖM½•åˆ©å®³å…³ç³»çš„äh¾Ÿ¤ï¼Œä½†æ˜¯ç”׃ºŽäº’联¾|‘äؓ他们提供了自ç”׃º¤‹¹çš„òq›_°åQŒä»–们的参与的积极性空前高涨,从而è{变äؓ公众åQ‰ã€‚ä‹É企业危机扩大。一斚w¢åQŒé€šè¿‡¾|‘络公众可以ä¸ÕdŠ¨å‚与讨论åQŒå¯»æ‰¾æ„è§çš„¾lŸä¸€çš„战¾U¿ï¼Œä¸€äº›å°äº‹æƒ…可以演变成难以控制的危机。另一斚w¢åQŒç½‘¾lœå…¬ä¼—通过¾|‘络直接的表辑֐„¿Uæ„è§å’Œæƒ…æ„ŸåQŒå¯¹å·²åœ¨å±æœºä¸­çš„企业质询、谴责甚è‡Ïx”»å‡…R€‚不满的情çÈA会迅速的感染他ähåQŒä‹É已发生的危机˜q›ä¸€æ­¥æ”¾å¤§ï¼Œæ‰©æ•£å’Œæ¶åŒ–ã€?.信息的重复性ä‹É危机延箋旉™—´å¢žé•¿ç”׃ºŽäº’联的信息不像传¾lŸåª’体那样单一传播åQŒæŠ¥¾U¸çœ‹˜q‡äº†ä¹Ÿè®¸ž®±æ‰”了,忘记了。但是在互联¾|‘下åQŒä“Q何äh只要喜欢åQŒéƒ½å¯ä»¥åœ¨äº’联网里寻扑ֈ°ä»¥å¾€çš„企业危æœÞZº‹ä»¶ã€‚例如,当äh们想要买奔驰轿èžRæ—Óž¼Œå¿…然会在¾|‘上å¯ÀL‰¾æœ‰å…³å¤§å¥”的信息,来加æ·Þp‡ªå·±å¯¹è¯¥äñ”品的了解åQŒé€šè¿‡¾|‘络的一¾pÕdˆ—链接åQŒå¿…然会发现äº?ldquo;砸奔事äšg”信息。这æ äh— ç–‘会使他们äñ”生心理阴影。从而改变购买的决策。所以信息的多次重复性传播,˜q«ä‹É企业必须在危机结束后的很长一ŒD‰|—¶é—´å†…åQŒç‘ô¾l­å…³æ³¨ç½‘¾lœä¸Šå…³äºŽå±æœºäº‹äšg的报道。因此,ž®½ç®¡å±æœºå¯èƒ½æ—©å·²¾l“束åQŒä½†æ˜¯å¯¹ä¼ä¸šé€ æˆçš„负面媄响仍可能在不断的复制传播åQŒä»Žè€Œè¯¯å¯¼åˆ°ä¸€äº›ä¸çŸ¥æƒ…的公众,造成危机的卷土重来。引起又一‹Æ¡å±æœºçš„开始。麦当劳的çÖv条危机就是这一¾cÕdž‹çš„经典案例ã€?.信息的传播速度加快减少了企业的危机反应旉™—´ä¼—所周知åQŒåœ¨å±æœºå¤„理˜q‡ç¨‹ä¸­ï¼Œæ—‰™—´æ˜¯å±æœºå…¬å…ÏxˆåŠŸä¸Žå¦çš„重要的因素之一åQŒåœ¨ä¼ ç»Ÿåª’体占垄断地位的时代åQŒå±æœºçš„局部性特征明显,äºÞZ»¬æˆ–许半年以后才知道原来某某省的某企业发生˜q‡å‡äº§å“äº‹äšg。但是在互联¾|‘上åQŒå‡ ¿U’çš„æ—‰™—´å¯ä»¥è®©è¿œåœ¨å›½å¤–的潜在客户知道该危æœÞZº‹ä»¶ã€‚由于互联网的帮助,公众更快的了解到事äšgåQŒå¤§å¤§å‡ž®‘了留给企业的危机放映时间。ä‹É得危机管理工作更加的复杂与困难。ä‹É地区性的危机很快久演变成全国性甚臛_…¨çƒæ€§ã€?.˜q‡å¤§çš„信息容量媄响决½{–者的判断¿U‘学的决½{–往往需要信息的辅佐。在¾|‘络信息时代åQŒä¼ä¸šçš„决策面äÍ的问题将不是信息的闭塞和½E€ž®‘,而是如何解决信息的过量问题。一斚w¢åQŒç½‘上汇集了不同渠道的各¿Uä¿¡æ¯ï¼ŒçœŸå‡éš¾èöLåQŒä‹É得信息处理小¾l„对信息的收集和分析工作变得更加困难。因此加重决½{–者在取舍æ–ÒŽ¡ˆæ—¶çš„å›°éš¾åQŒå¯¼è‡´ä»–们陷入误区,产生盲目的决½{–。另一斚w¢åQŒç½‘¾lœä¿¡æ¯çš„˜q‡é‡å¸¦æœ‰ä¸ªäh感情色彩的加重。这些公众反馈信息有的甚臛_¤§ç›¸å¾„庭,事äšg的本íw«å°±æ˜¯æœ‰äººæ”¯æŒæœ‰äººåå¯¹ï¼Œ˜q™äº›æ··äؕ的消息会使信息收集小¾l„疲与分辨,而对信息中可能存在的夸张成䆾åQŒä¹Ÿž®†å¹²æ‰°å°¾l„的决策‹zÕdŠ¨åQŒå¯¼è‡´å†³½{–者的贸然行动åQŒè€Œå†³½{–一旦äñ”生了å¤Þp¯¯åQŒå°†ä½¿å±æœºå‡æ¸©æ›´å¿«ï¼ŒåŠ å¤§äº†å±æœºçš„解决隑ֺ¦ã€‚二、企业网¾lœçŽ¯å¢ƒä¸‹çš„危机公兌™§£å†Ïx–¹æ¡ˆé¢å¯¹ä¿¡æ¯ä¼ æ’­æ–¹å¼çš„变革åQŒä¼ä¸šå±æœºå…¬å…›_·¥ä½œé‡åˆîCº†å·¨å¤§çš„挑战,调整、改˜q›å±æœºå…¬å…›_·¥ä½œï¼ŒåŠ å¼ºå¯¹å±æœÞZº‹ä»¶æ˜¯çš„事前、事中、事后处理是企业求的生存和发展的必由之èµ\。本文撇开了传¾lŸåª’介与¾|‘络媒介下都要注意的一些问题,如对待危机的态度问题åQŒå±æœºçš„隔离问题åQŒåªé’ˆå¯¹äº’联¾|‘环境下的特ç‚ÒŽ¥æŽ¢è®¨å…¶è§£å†Ïx–¹æ¡ˆã€?.加强危机事前½Ž¡ç†åŠ å¼ºå±æœºå‰çš„½Ž¡ç†åQŒå¯ä»¥åŠæ—©å‘现危机潜在因素,òq¶ä¸”采用相应的方式消除这些因素,把危机化解在萌芽阶段。未雨绸¾~ªï¼Œæ˜¯ä¼ä¸šè§£å†›_±æœºæœ€¾læµŽã€æœ€æœ‰æ•ˆçš„手断。所有的危机公关最好的解决æ–ÒŽ³•ž®±æ˜¯æœ‰è‰¯å¥½çš„预测与控制方案,避免危机的发生。企业需要通过研究发现可能引发危机事äšg的线索与因素åQŒä¼°è®¡å¯èƒ½é‡åˆ°çš„问题åQŒåŠäº‹äšg的突发后的程度与方向åQŒä»Žè€Œåˆ¶å®šå„¿Uå¯ä¾›é€‰æ‹©çš„应变措施。换­a€ä¹‹ï¼Œå±æœºå…¬å…³çš„最重要原则ž®±æ˜¯è¦åŽš¿U¯è–„发,以不变应万变。(1åQ‰å¾ç«‹å…¬å…³ä¿¡æ¯ç³»¾lŸé¢å¯¹ç½‘¾lœæ—¶ä»£çš„信息爆炸åQŒä¼ä¸šå¾ç«‹è“v公关信息¾pȝ»ŸåQŒæ˜¯ä¼ä¸šæˆ˜ç•¥çš„重要组成部分。徏立信息公关系¾lŸä¸ä»…可以更好的发挥¾|‘络对危机处理的正面影响åQŒè€Œä¸”可以克制其负面的影响。企业可以通过互联¾|‘,随时监控各类行业、专业网站上的信息,通过对信息的分类评估åQŒå°¤å…¶æ˜¯å½“发çŽîC¸åˆ©äºŽä¼ä¸šçš„舆论,能够马上采取相应的手ŒDµè¿›è¡Œæ²Ÿé€šï¼Œæ¶ˆé™¤è¯¯è§£åQŒç»´æŠ¤ä¼ä¸šçš„形象。在危机发生后,信息¾pȝ»Ÿä¹Ÿèƒ½å¯¹ç›¸å…Ïx¶ˆæ¯è¿›è¡Œåˆ†¾cÀLŽ’序,分析各类信息对危机处理效果的影响åQŒæŠ“住主要矛盾,使后期的行动有的攄¡Ÿ¢ã€‚在事后åQŒä¼ä¸šå¦‚果拥有信息系¾lŸï¼Œä¹Ÿèƒ½å¤Ÿå¯¹è¯¥äº‹ä»¶ç»¼åˆè¯„ä»øP¼Œåˆ†æžå±æœºçš„重复性发生的可能åQŒé¿å…å†‹Æ¡å‘生,òq¶èƒ½ž®†è¯¥äº‹äšg攑օ¥å…¬å¸çš„公兌™µ„料库åQŒå¯¹ä»¥åŽå·¥ä½œçš„开展è“v到借鉴和指导的作用。(2åQ‰åŸ¹å…ÖM¼ä¸šç½‘¾lœå…¬å…³äh员,建立机制åQŒä¸“äºø™´Ÿè´£å…¬å…³äh员是公关危机处理的主体,要想更好的通过¾|‘络处理危机åQŒå¿…™åÕdŸ¹å…ÖM¸€æ‰¹å…·å¤‡è‰¯å¥½ç½‘¾lœç´ è´¨å’ŒåŸºæœ¬çš„计½Ž—机知识的公关äh员,一旦网¾lœå±æœºå‘生,他们便能很快的投入到¾|‘络公关的工作中去,˜q™äº›å…¬å…³äººå‘˜è¦æŽŒæ¡åŸºæœ¬çš„¾|‘络½CégÈAåQŒåƈ能熟¾lƒçš„操作电脑¾|‘络来收集信息与交流。能熟练的ä‹É用WEBåQŒE-MAILåQŒBBSåQŒNEWROUP½{‰å·¥å…øP¼Œç†Ÿæ‚‰¾|‘络心理学。只有事前培å…ÖMº†å¯ç”¨çš„企业网¾lœå…¬å…³äh员,才能在危机到来时临危不äؕåQŒåšåˆîC¸“äºÞZ¸“事的负责ã€?.危机的事中控åˆÓž¼ˆ1åQ‰ä¸»æˆ˜åœºçš„开辟与推广在网¾lœä¸Š˜q›è¡Œå±æœºå…¬å…³åQŒé‡ä¸­ä¹‹é‡æ˜¯å»ºç«‹å®Œå¤‡çš„危机公关网上新é—ÖM¸­å¿ƒçš„ä¸ÀLˆ˜åœºã€‚主战场的开辟可以ä‹É企业在被动的危机中争取到ä¸ÕdŠ¨ã€‚在内容上,臛_°‘应该包括危机的概˜qŽÍ¼Œå…¬å¸å£°æ˜ŽåQŒå±æœºæ–°é—ȝ¨¿½{‰ï¼Œåœ¨é¡µé¢è®¾è®¡å®‰æŽ’上åQŒå°½é‡æ³¨æ„è‰²å½©åŠç”¨è¯çš„åã^和性。同时注意交互性问题和¾U¿ä¸Šå’Œçº¿ä¸‹çš„互动。最后也是最关键的对外推òq¿å·¥ä½œï¼Œå±æœºå½“头åQŒå„¿Ué€‚当的对外网¾lœæŽ¨òq‰Kƒ½æ˜¯å¿…要的。利用主战场åQŒå¦‚自己公司的主™åµï¼Œ˜q˜èƒ½å¤Ÿåé—®å·è°ƒæŸ¥½{‰å·¥ä½œï¼Œå¯¹ä¼ä¸šä¿¡æ¯çš„攉™›†ä¹Ÿæ˜¯å¾ˆæœ‰æ„ä¹‰çš„。主战场的设立还能ä‹É信息能够更快的传送到公众手中åQŒé¿å…äº†å…¬å…±æ²¡æœ‰å¯é çš„信息源而äñ”生了误解和猜惻I¼Œå‡å°‘‹¹è¨€çš„äñ”生。(2åQ‰æµ­a€æŽ§åˆ¶å¯¹äºŽ¾|‘络时代下的危机公关åQŒè¦ä»Žç»†èŠ‚着手。所以不能轻视网¾lœä¸­‹¹è¨€å¯ä»¥æ³¢åŠçš„后果,å…Ïx³¨¾|‘络上口¼„‘的乘数效应、网¾lœç¼–辑等草根力量åQ›è¦é˜²æ­¢¾|‘络上危机的“非典”效应åQˆå°æŠ¥æ–°é—»è¿…速上升äؓ全国新闻åQ‰ã€?ldquo;滚雪ç?rdquo;效应åQˆä¸æ–­è¡ç”Ÿæ–°çš„报道)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2009åQ?[3]姚惠忠,徐志豪,台北捯‚¿å…¬å¸¾|‘络危机½Ž¡ç†ä¸ªæ¡ˆç ”究[J].营销论坛åQ?006òq´ç¬¬8期[4]吴宜蓁,¾|‘络公关教战守则¾pÕdˆ— 台北工商æŠ?¾lè¥çŸ¥è¯†ç‰ˆ[5]½W?9‹Æ¡CNNIC报告[6]潘黎åQŒçŽ‹å…¶å†›åQŒç½‘¾lœæ—¶ä»£çš„公共危机[J].¿U‘技创新月刊åQ?2006 ½W?期[7]李杰åQŒç†Šå­è‹±åQŒåˆè®®ç½‘¾lœçŽ¯å¢ƒä¸‹çš„危机公å…?商业时代åQ?004åQ?5[8]刘向辉,¾|‘络营销å¯ÆD®º ½W?章,¾|‘络营销公共关系 2005[9]上æ“v甛_°¼é‚¦å¯d公共关系咨询有限公司、打开危机é—?mdash;—危机½Ž¡ç†30技å·?文汇出版½C¾ï¼Œ2008åQ?十大¾|‘络公关之一åQŒå›½å†…颇å…ïL«žäº‰åŠ›çš„网¾lœå…¬å…›_…¬åæ€¹‹ä¸€åQŒä¸“注于政府企业危机公关的处理,以危机公兟뀁舆情监‹¹‹ã€æ•´åˆè¥é”€ä¸ÞZ¸»è¦ä¸šåŠ¡çš„服务机构åQŒã€‚关于「危机公å…Ïx¡ˆä¾‹ã€? <p><strong>转蝲è¯äh³¨æ˜Žå‡ºå¤„ã€?/strong></p> </div> <!-- 心情 --> <div class="mood"> <div id="cyEmoji" role="cylabs" data-use="emoji"></div> </div> <!-- @心情 --> <div class="tag"> <div class="tagtitle"></div> <div class="share"> <a href="javascript:;" class="sharea1">分äín到新‹¹ªå¾®å?/a> <a href="javascript:;" class="sharea2">分äín到腾讯微å?/a> <a href="javascript:;" class="sharea3">收藏</a> </div> </div> <div class="avow"> <div class="avowtitle"></div> <!-- 声明 --> 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