Reach Of Media Relations Management In Enterprise Crisis Of China

With the social development, enterprises are contacting and communicating withthe media and the public more and more, which will result in disputes and conflictsbecause of interest, motivation differences.On the basis of theoretical studies, this paper describe the concept of mediarelations in corporate crisis management, and analysis the different roles in crisiscommunications of the enterprise, the media and the public, the paper author foundthe key factor for control the crisis is the media management system and the authoralso made her improvement suggestions for the system.This paper reached the following conclusions:The awareness of media relations is what the enterprises must give attention to.Enterprises should set up special crisis control department or a commissioner forbuilding the enterprise crisis early warning system; besides, Studies shows that theestablishment of the media monitoring system can help to reflect the crisis,enterprises also should maintain the daily relations with media, such as holding abusiness conference, media meeting and etc., which is an important factor affectingthe relationship between business and the media, and can help companies to use themedia for transiting crisis into opportunities.The innovation of the paper goes as follows:The author made a survey on media relationship system found that such systemof domestic enterprises is not good enough. The author made several suggestions onthe system for improvements which is to build the corporate media informationmonitor system, develop the job description and key performance indicators, thedifferent methods of improving the media relations in different times of crisis, toestablish effective communication with medias and if necessary, to take advantage ofexternal forces to deal with media relations.