A Study On Media Strategy In The Corporate Crisis

Corporate crisis communication in this era dominated by mass media, it seems to have become routine in the fix. Corporate crisis spread of mass media is the fuse, but also the spread of corporate crisis the main battlefield. The mass media is business, "mortal enemy", is that the enterprises of "good friend." Corporate crisis communication and mass media has been tightly linked.Some enterprises in the crisis spread a burst of fall; some enterprises are able to stand tall crisis spread Enterprises in crisis communication in the success or failure of the media strategy and business use to have great relevance. Enterprises in crisis spread a correct understanding of the role of mass media, how to effectively use the media strategy to avoid unnecessary losses is to be discussed in this paper.In this paper enterprises in the crisis communication strategies in the study, to corporate crisis communication as a starting point, the use of journalism, communication science, management, public relations and other related fields of knowledge, analysis is correct, the use of communication strategies in the enterprise crisis communication the importance and necessity, and how to advance through the mass media to prevent and quickly resolve the crisis in corporate strategy, combined with the classic case study in the use of crisis communication in the process of gains and losses, provide a reference to the major companies.The innovation of this paper: 1, Comb the enterprise crisis in one or two decades systematically , summarized business crisis error propagation media strategy types, Analysis its failure theoretical root enterprises in the future in Treatment-related events and alerts provide a reference.2, Elaborated from the blog, podcasts, personal space, personal e-magazines, the emergence of new media, corporate crisis in the "voice" of the change problem. And "two-way to the center" of the transmission mode, the enterprises in the crisis communication process was the importance and necessity of voice.3, Propagation process in the enterprise crisis, according to different periods of crisis communication puts forward the main features of media strategy.