A Research On The Problems In Crisis Management Of Enterprise Public Relations And Its Countermeasures

All enterprises are in such a complex and changeable social environment that they are inevitably to come under the influence and the restriction of social public relationships. In order to achieve its goals smoothly and obtain increasing development, the enterprise must effectively coordinate the social public relations, in order to create a loose and harmonious environment for its development. But because of the influence of the subjective and objective factors inside and outside the enterprise, various kinds of contradictions or conflicts may arise between the enterprise and the social public, which often deteriorate into public relation crises. Facing sudden public relation crises, some enterprises successfully undergo the crisis challenge, turning "the crisis" into "a chance", while others suffer the heavy loss in front of the crisis henceforth to be unable to recover after a setback, and some others even experience overwhelming destruction, and then bankrupt overnight. When dealing with public relation crises different enterprises adopt different manners and processing methods, which can bring entirely different results. So it is clear that, for the sake of persistent existence and unceasing development, the enterprise must carry on a scientific way of public relation crisis management. Only when it has understood the correct way of the public relation crisis management, can the enterprise turn the "crisis" into "chance". Otherwise, the crisis may influence the development even survival of the company. So, the enterprise public relation crisis management is considered as the indispensable important part of the business management. Therefore it is of vital significance to lay stress on the public relation crisis management for the survival and the development of an enterprise.But the domestic enterprises have many insufficiencies in the public relation crisis management. In their minds, the management and the staff lack of the consciousness of "danger in peace". In their attitude and manner, when facing the crisis, some enterprises ignore, or even leave it alone; some deal it with intense words, which would confront the consumer and the media, so the image of the enterprise would be seriously damaged. In addition, some enterprises usually pay little attention to keeping good relations with the media and the customer; many enterprises even have no corresponding warning system, and neglect the communication with the outside world in processing the crisis.The public relation crisis refers to the public relations in disaster or crisis specially.