A Study About Crisis Communication System Of Company M

Crisis is the case which will be threaten to a company’s future profitability,growth and survival. Today, due to the abundance and diversity for the way to conveyinformation, and public awareness about the right to know, the right to participate inthe rising, the probability for enterprise to suffer public crisis is more and more high,which also tempers the communication and management capacity of enterprises todeal with the crisis. Along with the ever-changing information tools, the causes of thecrisis outbreak have more different features than before such as more frequentoutbreaks of frequency, inducement and types of crisis more varied, resulting be moresignificant and more difficult to be repaired, and so on. It is of great significance toestablish perfect crisis prevention system and communication mechanism for thestable and sustainable development of enterprises, no matter from the perspective oforganizational development or daily operation point of view.This paper uses the methods include literature study and case analysis,comparative study.The study analyzes several major food safety crises suffered company M in recentyears, analyzing the operating in the reaction process, combining with thecharacteristics of new media environment of information dissemination, andinvestigating the cases of turn the crisis into an opportunity for positive cases,concluding the effective communication mechanism in crisis management forcompany M，summarizing the elements, operation effect and characteristic of themechanism.This paper concluded that the crisis is inevitable in the process of businessenterprise. The most remarkable characteristic of company M’s crisis managementmechanism is that it dares to admit mistakes when it really does wrong and tries tocorrect and improve it, on the other side it is good at guiding to the right way toeliminate misunderstanding in the face of unfair in order to improve its image. At thesame time, company M explored crisis management in accordance with itself and theindustry combining with the important and basic theories. Company M pays attentionto the importance of the communication mechanism, keeps the sensitivity for theexternal information, fosters strengths and circumvents weaknesses facing the crisis,and then turn the crisis into an opportunity.Through learn and draw lessons from excellent multinational enterprises in crisis management, it should be helpful for domestic small and medium-sized corporationsto establish their crisis management system.