Research On The Reputation Crisis Management Of NPO

In recent years the world is undergoing great uncertainties, terrorism, political battles and wars are shedding light on the whole city, which makes us feel unsafe. Obviously, the crisis is unavoidable in the management work, just like death and paying taxes. We must make take precautions against them and make preparations to deal with them. And we are concerned about protecting the reputation of the organization. We guide the management of entrepreneur’s reputation crisis obeying the right and systematic theory. Improper ways may aggravate the crisis causing the great harm to the public image of the org, which leads to great losses. The systematic reputation crisis management theory will guide the org under right basic principles to save the entrepreneur from danger with right management strategies and techniques. The reputation crisis management covers a wide range, any org or company may have a crisis, such as the government, company, org and individuals, The application of the reputation crisis management may either be macro or micro, only by sticking to the keys, others will be solved following.Leveling the reputation crisis management to the strategic height of crisis management and research on it, finding out the key parts of it, analyze the mechanisms, discover the principles of tackling the crisis. Meanwhile the reputation crisis is a process in changes from quantity to quality, it’s concluded from life span theory to give the tackling strategies, systematic reputation crisis management theory and pragmatic policies are formed. So the guidance will be of realistic meaning to the effective precaution of crisis and crisis management in Chinese NGO and universities.After the review of documents, paper investigation, statistics analysis, the research into the mechanism of the occurrence of the reputation crisis, through the comprehensive use of vague evaluation, BP neural network, grey gathering analysis, it’s calculated and analyzed in NGO’s reputation crisis normal management, precaution and crisis post-evaluation system. Valuable experience of management and tackling is offered when crisis happens in the college. Besides, it can be concluded through the examples, horizontal comparisons will be made among universities in the crisis management evaluation.The conclusions of this paper are as follows:(1) It’s arranged in the definitions and contents of crisis and NGO’S reputation crisis, what the reputation crisis refers to is clearly referred to, and attracts more and more scholars concerned about management and reputation guard of NGO, it’s not only of important theoretic values, but of significant realistic meaning.(2) According to the principle of crisis occurrence span, the crisis incidents occurred in the colleges that belong to the Industry and Information Department are collected by questionnaires, the number of crisis incidents that happen in certain university in NJ from 2004-2012, estimates of the precautions are derived from BP neural network. The conclusion is that, the BP neural network high college reputation crisis precaution system is adaptable to the precaution and estimate of high school’s crisis, which means high school can make estimates and precautions on whether crisis will happen in certain period in the future through this system.(3) Based on the life span theory, the tackling strategies against crisis of NGO put forward the’Four-Dimension’ management mode dealing with the high school crisis according to the modern management theory, that is, planning in advance, organizing systematically, communication between people concerned about the profit, learning and feedback. On the basis of detailed analysis, suggestions are offered. And decision tree analysis method is offered, so that decision makers will react fast and accurately, and control the crisis proliferation effectively. Besides, the application research analysis of the’Four-Dimension’ management mode proves that it’s feasible in the reputation crisis management of high school.(4) Based on the relevant theory and practical investigation, reputation crisis management evaluation is put forward, including management process evaluation and management outcome evaluation. On the basis of ensuring the evaluation contents, all the evaluation targets are set by the Delphi method. Then, the reputation crisis management evaluation model is constructed based on the level analysis and grey gathering evaluation system, practical analysis is done to the deals of the reputation crisis incidents in the colleges belong to the MIIT based on the model. The proved outcome demonstrates that this model is relatively applicable, and can aid the evaluation of reputation crisis management in universities. Besides, this model will help colleges look into themselves and improve themselves.