The Research On Crisis Communication Strategies From Perspective Of Emerging Media

Along with the innovation of the information technology, maturity of the network communications equipment, as well as development of new media, the emerging media what is called the "fifth media" has become motivity of the information transmission in the increasingly complex social and cultural environment. For enterprise crisis management, the awareness of personal interest, weakness of the enterprise crisis management ability as well as driving of the emerging media, have made the enterprise crisis event occurred frequently extent and the influence is extensive and serious. Therefore, researching the enterprise crisis communication strategy from the perspective of emerging media, is the inevitable choice for enterprise to solve the crisis timely and effectively.The crisis events which enterprises suffered come from both outside and inside. They are not only consequence of objective factors but also subjective factors. Therefore, in the process of choosing the proper communication strategy, the cause of the crisis, the stage of the crisis and the change of the stakeholders’emotional or psychology must be considered. The right crisis communication strategy will increase opportunities and reduce the danger to the crisis event. However, crisis communication is not an easy question but a complicated and system problem. The role of the communication can be well played only by using variety strategies comprehensively.I have summarized the communication behaviors in the enterprise crisis management to four sorts which are cooperation, compromise, cover and compulsion. By analyzing the effectiveness of these strategies in the form of actual cases study, this paper draws the conclusion as follows:Cooperation strategy to reduce crisis, recovery enterprise image; Compromise strategy crisis, to reassure the public mood, but not completely solve the problem.Cover strategy increase for public crisis forecast and the brand image of the questioning, eventually leading to the reputation risk; Compulsive strategy makes the enterprise loss of public crisis is further exacerbated. Furthermore, this paper combined with the new media environment crisis information dissemination of the new features and facing the public crisis management, expand the scope of the urgency of the upgrade, spreading aggravate new change, further on the new media environment of the enterprise crisis communication mechanism put forward following suggestions:First, crisis communication strategies, normalization, institutionalization is the necessary condition to overcome the crisis; second, change of attitude, face up to a problem, active negotiation is the crisis communication key; third, communicate actively update propagation mode in order to master the crisis communication commanding elevation; fourth, establishing the crisis early warning mechanism is the guarantee of crisis communication in time to prevent trouble before it happens. Fifth, crisis communication should follow the principle of5S.Sixth, establishment of long-term, stable, widely and good relationship with the emerging media is foundation of the crisis communication.