Study Of Public Opinion To Guide Policy In The Corporate Public Relations Crisis

Crisis, according to The Merriam-Webster Dictionary, is the turning point for better or worse in an acute disease or fever or a decisive or critical moment With the swift development of the national economy of China, the crisis of public relationship of the enterprise have become more and more, which are suffering the attention of the public opinion.The crisis of public relationship of the enterprise is often accompanying with the crisis of the public opinion. Unlike the crisis of the politic, business and the law, the crisis of the public opinion is the expression of the negative opinion. When it happens, the image and the glory of the enterprise are facing with enormous pressure and damage, and the enterprises need all the communication resources to deal with.The "agenda-setting" function, "spiral of silence" function, "opinion leader" function and "cultivation" function of the media have laid foundation for the enterprise to lead the public opinion. But, in the practice, the problems of idea mistake that splitting the theory and the methods make the enterprises can't lead the public normally. On the foundation of experience summary and introspect, the writer leads the idea of the dichotomy of the facts and the value into the cause of leading public opinion. Through the capricious crisis surface to know the two essential factors of the crisis: the factor of the facts and the factor of the value. Take this as logic origin, combining the communication theories concerned and the enterprises guarantee with new media rise, the writer put forward two strategies of enterprises leading public opinion in crisis: firstly, the facts guiding tactics; secondly, the value guiding tactics.It aims at bringing forth the theoretical frame of the tactics to guide public opinion in the enterprise crisis management so as to guide the tactics to guide public opinion from theory and methodology.