Insurance Company Public Relations Crisis Management

As one important part of corporation crisis management, public relationship crisis management is a crisis management when the corporation doesn't assort with exterior environment in an extraordinary situation.When analyze the existing and developmental exterior environment of the corporation, the social efficiency is prevalently improving, transmit industry is booming, the peoples self-regard sense is stronger and stronger and information is too much to hold enough. When analyze corporation inner environment, the size of corporation is larger and larger, system management is widespread and inner communication is more difficult than before. So, crisis affairs emerge in endlessly and the harms are expanding.Preventing management, in-time management and afterwards management form public relationship crisis management. Preventing management includes crisis analysis and the project of taking order with crisis affairs. According to the formula disclosed by Fleishman Hillard International Communications, corporation should clear about 3W, 4R and 8F. 3W is what did we know, when did we know about it and what did we do about it;4R is regret ,reform, restitution and recovery;8F is factual, first, fast, frank, feeling, forum, flexibility and feedback. After making use of in-time crisis management, corporation can turn from villain to victim. Afterwards management could eave the situation after crisis affairs. Going with Insurance's mushroom, the possibility of public relationship crisis in insurance company is increasing. There are three reasons. One is the industries character that is based on corporation's credit and most work is after the sales. The second one is the operationalcharacter that is law of large numbers to evade risks. The third one is the legal character, which is the insurance policy settled. The importance of crisis management is obvious. Setting up crisis management system, building up consciousness of crisis management, establishing well public relationship and other feasible measures are advisable. Intensifying inner management of insurance company can reduce the degree of crisis affairs. So insurance company should reinforce the management of insurance agents and other employees and attach importance to litigations and complaints.