Research On The Strategy Of Enterprise Crisis Public Relations In The New Media Era

With the development of Internet technology and the popularity of new media such as blog, micro-blog, we chat, the population of Internet users is growing. New media not only provides the convenience for the public and organization, but also improves the coefficient of enterprise crisis and increase the difficult of crisis response. The new medias will not only fuel the enterprise’s crisis but also become hotbeds of enterprise crises. On the one hand, the new media makes traditional way of handling enterprise public relations crisis face huge challenges. On the other hand, many domestic enterprises are not acquaint with the communication features of the new media and lack of thought about new media crisis and issues management, which will lead the ignorance to the huge power of new media’s function for enterprise crisis.In New media age, the information communication has some new changes such as the communicating way changing from "one to many" to "many to many" 、the stronger real-time, information fragmentation, traditional and new media interaction, and the weak effect of gatekeeper. The new media as the "double-edged sword" has been much sharper than any time. Under the new media environment, the crisis is difficult to be discerned with its origin existing everywhere and its shape detected nowhere. What’s more, the crisis also has the features like the fast speed of breaking out 、 the wider affected area、more destructive result and the difficulty to identify and so on. Meanwhile,new media also brings opportunities for the cooperate crisis management: first, the real time transmission improves the efficiency of crisis management; secondly, the diversity of new media platform prompts the crisis communication; thirdly, the chatting way of transmission will be good for the leading role that positive public opinion plays; Finally,the many to many communicating pattern will extend acceptance scale of crisis management.The public relations of McDonald’s 3 ·15 exposure incident and Malaysia Airlines MH370 event are the typical public relations cases in the new media era. By drawing on the lessons of their successes and failures, enterprise crisis public relations can learn or rest: In the new media environment, the enterprise crisis public relations has three key points. Before the outbreak of crisis, enterprise should pay attention to cultivate a sense of crisis, build a comprehensive public opinion monitoring platform, set up a crisis early-warning system and a team of crisis public relations Rangers. What’s more, enterprises should lose no time to hold a conversation with the related parties, earnestly look forcauses and the nature of the crisis. Meanwhile, the enterprise should have the press spokesman to release information, and sincerely inform the public of the true facts of the crisis, communicate with the media and the public. Finally, in the aftermath of the crisis, companies should compensate for the loss in order to appease stakeholders,sustain action to create a positive image, which will help to advertise the company and find potential business opportunities. Afterwards, reflect is needed to summarize the PR experience and lessons.