The Strategy Research For Business Crisis Publicrelations Mangement

It is an challenge and opportunity when the enterprise meet some crisis event, Use proper public relations strategy is the most important manner to solve the problem of enterprise crisis. Which manners should be taken by enterprise, it can built relationship with the media. The manners can reduces the destructions from the crisis event, the manners also can improve the enterprise ability from "dangerous" circumstances to "safe" circumstances? In this paper research, I combind the Crisis management "the principle of5S" theory and Stevenfink "the theory of five stages" together. I analyzed which Public policy should be taken in the four food safety incidents in Nongfu Spring. I try to find a best way to communicate the relationship with enterprise and the media. This way can provide an better template when other enterprise meet crisis event. This paper used three methods to research the topic, the method conclude Comparative analysis, Case analysis and Literature analysis method. First, I made a brief described about ethetopic background of the paper and the significance meaning in this paper. I Combined the oretical framework of crisis public relations in the enterprise. Second, I analyzed the strategy what nongfu spring used to deal with the crisis events in the five different stages, I try to find some ways to help enterprise to use crisis public relations strategy to slove the trouble and crisis. Based on four times crisis public relations strategy used by nongfu spring,we can analyze nongfu spring’s ability and defects to deal with the crisis events. At last,we thinking about the problem of the relationship between the enterprise and the media. The enterprise should take the initiative to communicate with the media before the crisis happen, the enterprise should control the media in time and handle the media after the crisis, the enterprise should influence the spread of the trend and Learn to use a unified voice with media. The media also need to create a favorable public opinion for the enterprise, it can build a better relationship with the enterprise and public relations, in order to made a better reshape and maintenance enterprise image. In this essay, the innovation point is put the crisis public relations of the media strategy and combination the crisis communication theory together. This way can distinction the research from the past experts, they made research on a single Management issues and they had not use a series of trace analysis of enterprise crisis events. In my paper, I put forword some worthy reference of the public relations strategy for enterprise crisis after made the summaried of nongfu spring crisis event in recent years.