The Study On PR Crisis Strategies Of CGB Credit Card

With the rapid development of public opinion and media in modern economy, more andmore enterprises in China are influenced by the impact of the crises, which exert great impacton the day-to-day management activities. If the enterprises are well prepared ahead, takepreventive measures and properly handled, the crisis’s risk can be minimized and evenreversed to opportunity. However, most of the enterprises are lack of the sense of crisis, thecapabilities to identify and address the problems, which are leading to the failure of promptresponses and effective treatment. These will cause serious harm and impact.This thesis studies the GF Credit Card crisis strategy, find out the problems and solutionwith two cases study. It firstly introduced the current situation, crisis strategy, crisisclassification, crisis core team and members’ responsibilities, crisis process and mediamanagement. With two case study, profoundly analyze the process of crisis management anddefects revealed.This thesis applies Crisis Stages Theory by Steven Fink by dividing the crisis into fourstages: the incubation stage, the bursting stage, the spreading stage and the recovery stage. Byusing the tool of5S principles, two-way communication theory, it estimates the capabilities ofresponding time, public relation, media strategy, image restoration, which reveal the problemof crisis management of GF Credit Card.Finally, it has analyze how to improve the PR crisis system by establishing thecomprehensive media management and action plan for each crisis stage. As the representativeexample in financial sector, GF Credit Card can provide experience and recommendation forimprovement to other financial enterprise.