Web2.0 Era Corporate Public Relations Crisis Management Is Facing Difficulties And Countermeasures

Web2.0 Era has changed not only dimensions and methods of information dissemination, but also the media relations with audience. Based on Web2.0 platform, network media has made greater impact on public opinions, with its characteristics including poor filtering, fast spread, wide range and high repeatability of information dissemination. Web2.0 Era has challenged the traditional information dissemination rules--subverting the "Gatekeeper" theory, creating new "Opinion Leaders", and changing the path of information dissemination.This paper aims to observe corporate public relations crisis deriving from and underlying the Web2.0 era, explores the change of its nature and the reasons through empirically analyzing typical cases of modern enterprise, summarizes the difficulties of corporate public relations crisis management in the Web2.0 era, including the subversion of "Gatekeeper" makes false or negative information be easily spread in the network; new "Opinion Leaders" makes a profound impact on the content and effect of information dissemination, and controls the media crisis; word-of-mouth communications make rumors spread quickly and forms "Butterfly Effect."The paper also explores the countermeasures of corporate public relations crisis management in the Web2.0 Era, including the improvement of network crisis management and the establishment of a new early warning system; being "Gatekeeper" in order to effectively guide blog's public opinion; exploring "Opinion Leaders" in network community, and actively expanding communication channels. The countermeasures will enhance the management of personal media and interactive media, accordingly prevent and effectively deal with public relations crisis in the Web2.0 Era.With the orderly development of the Internet and the strengthening of public opinions, corporations will be able to make more effectively use of the Internet, perform responsibilities and obligations of the public relations functions, establish corporate image, maintain social reputation, and strengthen consumer brand recognition.