Brand Crisis Communication And Strategy Under The New Media Environment

In recent years, with the rapid development of modern science and technology, greatchanges have taken place in media technology. Especially microblogging, wechat, digitalpublication layer, mobile TV and other new media forms appeared to give each participant’s rightof access to voice and media, making the role of the general public, once regarding thetraditional media era as a pure information receiver, become the source of information andcommunicator. New media’s information interaction is stronger, more free, focusing speed faster,communication process more complex, any small thing may be spread transiently throughnetwork, which is clear to each one, so as to form a strong public opinion field, setting off afrenzy. In addition, with the transformation of modern society, our country citizen’s awarenessgradually awaken, the consciousness of rights protection is further enhanced and more and morepeople pay their attention from the private sector to the public domain, along with the complexsocial environment, all these will make enterprise and brand expose to various threats. Series ofbrand crisis happen frequently in resent years, such as the CrownGarden recycling rawmooncakes event, Shuanghui lean fine events, Sanlu milk powder incident and so on, leading tothe public react strongly, making a heavy blow to the national brands. After the outbreak of thecrisis event, Sanlu Empire collapsed, Crown Park mooncakes again neglected, the majority ofpeople are still concerned about China’s first brand Shuanghui meat products. No wonder it iseasy for people to sigh for those enterprises developing till today with decades or even hundredsof years of history, but instantly destroyed.This article hopes to explore the connotation and characteristics of the brand crisis spreadunder the new media environment, analyze the cause of brand crisis, find out common pitfalls ofenterprise brand crisis spread under the traditional media environment and put forward thecorresponding instructing strategies, so as to enhance the enterprise crisis consciousness andcrisis prevention ability, improve the level of enterprise crisis communication, make theenterprise brand more exuberant vitality, and for a long time.