Food Enterprises’ Crisis Public Relations And Strategic Studies In The Era Of Microblogging

There is no doubt that Microblog suddenly appeared on the horizon in the year of 2011. According to statistics, Microblog users have accounted for more than half of all internet users by the end of 2011, which means the China’s social media has totally stepped into’Micro Age’. What is more, the number of registered user in Sina Microblog had reached 500 million in 2013 (Total Internet user in China:591 million).Resulted from the rapidly development of ’Micro Age’, series of crises came out during the enterprises ’operation. The ’Crisis 2.0’ has been forced to upgraded and reformed constantly, Microblog, somehow, has acted as the core platform and pushing hand in Crisis 2.0’s outbreak, spreading and also in its upgrading. How to deal with those new risks and crises in ’Micro Age’ has become a question, which needed to be think seriously by communicants and managers. Companies, particularly those food companies, have been at the center of storm.In most previous studies, they focused on the analysis of’Public Relations in Crisis’theory and basic practice, or the discussion and research of regularity and characteristic of the spreading of relations in the age of Microblog. While, there are few research that focus on the current situation of crisis management in food industry, combining with the new environment and situation.Therefore, combined theory and real evidence, this paper will first analyze food industry’s crisis in ’Micro Age’ and the characteristics of its spread in Microblog platform. And then, compared two classical food companies in different stages of ’Micro Age’, analyzing its individuality and commonness, to come up with some meaningful enlightenments on how do food companies deal with crisis in today’s ’Micro Age’, so that, they can enhance the comprehensive competitiveness, rebuilding food industry’s confidence, providing sustainable power to this industry.This paper has strong practical value and popularization meaning for food industry’s crisis management in’Micro Age’.