Moral Reflection On Corporate PR Crisis

With the economy in China speeding up and its quantity increasing, enterprises of our country market continue to expand in size, and the crisis increasingly come out. If the impact of the crisis on the enterprises needs to be eliminated, crisis public relations are the inevitable choice to handle the crisis. However, if these crisis events hadn’t been properly handled, some disastrous effects may have been done on the development of the enterprises and the social stability. Therefore, the moral issues in the enterprise crisis public relations should be valued.This paper, in the case of the enterprise crisis public relations in recent years, finds a series of problems in the crisis of public relations. For example, the ostrich act, the lack of responsibility, concealing the fact, and centering around interests. These problems are mainly caused by the lower personnel morality, asymmetric information, the lack of relevant moral constraints, the utilitarianism of managers, loopholes in the enterprise management and so on. In order to standardize enterprise behavior in crisis public relations, the complete codes of ethics must be set up, including bravery, sincerity, responsibility, justice over the profits. And to promote the moral standards in crisis public relations, first of all, moral integrity of the enterprise managers and the public relation staff must be enhanced, and the belief of moral integrity must be internalized into self-discipline. Secondly, the transparency of the crisis of public relations must be increased, thus the immoral behavior in the public relations crisis couldn’t be secretly covered. Finally, the moral early warning and intervention system should be established, therefore the moral problems in the public relations crisis could be solved from the source.