Study Of Public Relations Behavior Of Food Safety Crises

In recent years, food safety crisis events emerge in endlessly and food safety problem is increasingly worrying for peiple. In2008, Sanlu milk powder which adds excessive melamine incident has caused a number of infant deaths In China. In this case, the intention of the Sanlu group for increasing sensory quality of the goods has been confirmed for this event’s reason. However, when the event occurs, the company did not inform the public.On the contrary, they delay the response and give a vacuum of information to consumers. Government delay the milk recalling work, because they fear the event leads to social unrest and threatened the holding of Beijing2008Olympic Games. The failure of the public crisis events led to the popular mistrust of the enterprise and government crisis. In view of this, Chinese government made good efforts to strengthen the food safety in production and improve risk assessment system after the event. In addition to draw up quality control rules, they improved the inspection system, strengthen law enforcement, they introduced to public relations for reducing negative influence of the food crisis. At this point, public relations practice of food safety problem became the most important aspects of the event for conquering the crisis.The food safety crisis events are not only directly affect the public’s health, but also affect the national government and the enterprise image. In addition to this, the food safety crisis events affected the social credibility and social stability and unity.In real social background, this paper respectively follows sections on food safety research practice carried on the analysis of the problem:firstly, this paper adopts the definition of the definition and proposed this article research institute for the meaning of crisis events and behavior study as a starting point, based on existing research results at home and abroad; Secondly, this thesis analyze reasons from two angles which are both at home and abroad about the crisis public relations theory.the essay response to the crisis event for three theories, namely the most effective crisis events life cycle theory and public relations practitioners of professional moral responsibility theory. These are put forward by the international center for food safety; Thirdly, the thesis selects the sanlu milk powder scandal in China in2008as a case study and carries on the empirical analysis about three kinds of theories as the theoretical point of view for sanlu milk powder crisis; Fourth, the thesis response and handle three levels to explore effective crisis event, which is proposed on the basis of both the situation of China professional public relations strategy and aims to explore food safety problems in China in methodology of practices based on the Sanlu milk powder event and the reasons of the failure analysis in government, business and the third party organization at the point of view of the main body from crisis prevention. In a word, the thesis aims to provides some theoretical reference for food safety problems in China.