Research On Crisis Strategy Of Enterprise Public Relation In New Media Environment

New media has become an important tool for social organizations to communicate with the media and public recent years.Particularly as an effective channel for companies to maintain their public relationships and defuse public crisis. Meanwhile, technology innovations are constantly spawned newtheory. The current status of the new media and public relations face thetheory deficiencycondition,so this studymade depth analysis based on previous research on the new media environment, corporate public relations and corporate public relations crisis; interpreted the change in new media communication model, summarized the current problems existing in corporate public relations, including opportunities and challenges; combining typical case of" Farmer spring standard door" crisis, providinga systematic strategy for the public relations crisis in the new media environment for enterprises.This studytakes the following methods:literature analysis, case analysis and content analysis. The finding shows that the current new media theory are too general,which still need to explore the depth and timely innovation, in order to provide a reference for corporate public relations practice; new media doesn’t only break the pattern of traditional media, it’s also essential to change the mode of information dissemination and create an new environment for all the corporate; it’s significant tobuild a system mechanisms at different stages of the public crisis process undernew media circumstances, provide the practical operation strategy for corporates, and look at the long-term of the future development between new media and public relations.