Research On Corporate Crisis Public Relations Strategy

In recent years, with the development of market economy, information and media, the process of enterprise development is getting some attention by public. In other words, all behavior of enterprise is supervised by the public everytime.So, the enterprise must pay attention to their own development and perfection, through efforts to improve product value continuously, to make their brand stronger, and be alert for the happening of the crisis.Whatever the nature of the enterprise, the crisis is always an inevitable topic, it exist really and objectively in the process of enterprise development.Crisis public relations is as a part of the brand in the field of construction and maintenance, it occupies an important position in the marketing.When emergency comes, the enterprise will face more pressure from public opinion, the image can also damaged severely, public relations will also be in the a state of crisis.If you can’t handle a PR crisis effectively, it will be a great obstacles to the enterprise development.This paper introduces the crisis, the crisis public relations, public relations crisis and a series of related definitions firstly, and developed the work of this article from the interpretation of the basic concepts and analysis. And then, Ianalyze the characteristics of crisis public relations, through the characteristic analysis, make readers to understand the application of crisis public relations strategy and realistic significance. Third, this paper introduces the model and the principles of crisis management, hopes that through the analysis of principle and model made the back of the case analysis to be more persuasive. Fourth, I focus on the beginning and end of the BJ company S event, and describe the PR strategy and corresponding problems, analyze the failure of the event. Finally, I borrow successful crisis PR events "Paraceranol" as a contrast, have launched a solution on how reasonably and effectively to the crisis event, and explainedthe real key to solve the crisis of public relations is to specify the crisis plan reasonably, and from the enterprise internal to do a good job of crisis public relations, and to do well the follow-up strategy after the crisis, and summarizes the experience and lessons. Only in this way can a brand in a competitive market economy standing.