The Media Device For Business Crisis Public Relations Management

Living space and the good development opportunity for different enterprises have been provided in the modern world, meanwhile the competitions among companies have become much fiercer as well. Nowadays, due to frequent enterprise crisis and failed dealing with those events, crisis PR (public relationship) has become the centre of people's attention.Modern media is the main strength in every spectrum of the society. As the society development and the appearance of the new media, crisis PR has entered into a new stage. How to communicate with media has been learnt gradually by Chinese companies. For the time being, crisis PR is in the process of becoming legal and standard, but some problems have appeared during this process. In the theory world, some similar words with different meaning have been used inappropriately. This will cause the confusion among people. In the practical world, crisis PR is lack of systematical process because of different management level and crisis PR's status. Many crisis PR are still in their junior step.Public relation has been researched in this article and Media has been regarded as the object in it. Enterprise crisis PR has been briefly depicted as well. Also effects of which mass media has in the crisis PR, media strategies in the crisis PR and PR out-sourcing have been discussed respectively in this disquisition. Comparative method, generalizing method, graphing method have been adopted in this thesis. The relationship between crisis PR and mass media is the key point. How to deal with mass media affectively has been brought up after the analyzing current situation and reason of the crisis PR in enterprises. China Eastern " returning to the base" event has been discussed to analyze the crisis PR in it. Suggestion has been made combining communication theory with media practical.Key points from this research have been listed below:1, discussion has been made from the media using by crisis PR;2, function instruction has been mentioned in the crisis PR defensive system. This includes crisis PR functional department and specialist setting up and the system of quick response in the crisis PR. This system module has been designed too;3, development of the crisis PR has been divided into 4 steps. Regarding this, different media strategy has been proposed. The problems in each step have been summarized in order to bring up the point of skill of crisis PR; 4, China Eastern "returning to the base" event has been discussed and compared with American airline JetBlue case. Following Those cases together with the communication theory and media practical, relating suggestions have been made.