The Customs' Building Of Crisis Public Relations Strategy Under The Background Of Network Public Opinion

The Customs is the supervision and administration authority of our country. Strengthening crisis public relations work is beneficial for The Customs to establish good public relations, win public support, and enhance the positive image.Today,with the Internet and new media technology develop rapidly, the network public opinion and crisis event show a tendency of synchronous transmission, given The Customs' crisis public relations work not only chances but challenges. However, traditional crisis public relations work explores its short-term and limitations, and brings negative effects to The Customs' image. To further enhance the overall level of The Customs' crisis public relations work, ascending it to the height of the strategic planning is very necessary.In this paper, firstly, we research literature, analysis case, and integrated the knowledge of public opinion, public relations, management, strategy and other subject. We discuss the network public opinion involved, the main concepts and theoretical framework of crisis public relations strategy. Secondly, by a comparative study of two typical cases, we find the current crisis that The Customs facing, and conclude that the root of the problem is a lack of crisis public relations strategy. Finally, we try to build a crisis public relations strategy under the background of network public opinion for The Customs, providing a reference for its crisis public relations work practice and research.