How To Play The Role Of Mass Media In The Spread Of Corporate Crisis

Bill Gates is a great entrepreneur with a sense of crisis,he often warned his subordinates: "Microsoft is always away from bankruptcy only 180 days." Although the innovation from the point of view, 180 days are not long, however, from crisis management point of view, 180 days are too long, many companies emerging from the collapse of the difficulties, almost overnight. Chen Tianqiao of ShengDa Network also said: I am not a corporate CEO, but Chief Risk Officer CRO! Can be seen everywhere in the crisis.In September 2008, San Lu's milk pollution incident explodes. September 8, "the Oriental Morning Post" reported that "14 infants suspected of Gansu drink," San Lu, "milk-induced nephropathy," the news, followed by China Central Television, local TV stations and newspapers have reprinted the relevant reports and news Sanlu milk powder, media The trend makes the dissemination of further escalation of the crisis, consumers began resisting Sanlu milk powder, milk powder San Lu in the major supermarket shelves of emergency and no reason to return.2008 North-day foreign food plant, "dumpling poisoning" incident, Japan 3 home to eat dumplings poisoning as the breakthrough point, the major media speculation, Hebei Tian Yang Food Plant in the media, speech and writing, foreign-day food factory in this incident The biggest victims. Japanese media reports that foreign-day food production plant poisonous dumplings, once published reports, the days on the ocean food crisis quagmire, the most important thing is foreign-day food factory brand reputation damage.Based on the above case, we can see that the market for any business, can not avoid the outbreak of the crisis, the crisis in the enterprise, the involvement of the media will no doubt be even more fuel on the fire, the situation difficult to control. In the face of the crisis, even the well-known enterprises, but also with the media often lack the sense of collective and effective means, once the crisis could only watch helplessly the crisis or loss of increasing opposition to continued strong voice. Therefore, "the crisis in the incident, how to effectively use the media to disseminate the characteristics of the enterprise so that we survived," a worth exploring, there are practical significance of the topic.