A Study On Risk Evaluation And Prevention And Control Of Public Relations Crisis In Enterprises:

Enterprises are faced with complicated public relations crisis risk in the risks of public relations crisis,which will have a great negative impact on enterprises,and our enterprises lack the corresponding theoretical basis and practical standards on how to evaluate and deal with the risk of public relations crisis.Therefore,taking Hubei X Company as an example,this paper uses questionnaire survey method,analytic hierarchy process method,literature theory research method and case analysis method to construct the enterprise public relations crisis risk evaluation model from six dimensions of employees,shareholders,customers,media organizations,communities and governments,and 24 indicators of its subordinates.On the one hand,it carries on the longitudinal evaluation analysis to the public relations crisis risk present situation of X company,on the other hand,increasing three other companies and X companies to carry out horizontal comparison analysis to understand the analysis of the current public relations crisis risk level of the current situation,through the study of the following conclusions:The risk of customer public relations crisis and the risk of media organization public relations crisis are the two most important types of risk factors in enterprises.The weight of these two first-level indicators is 0.221 and 0.265 respectively.X company in the employee public relations crisis risk belongs to the higher risk level;shareholder public relations crisis risk is in the higher level;customer public relations crisis risk is in the higher level;media organization public relations crisis risk is in the very high level;community public relations crisis risk is in the middle risk level;government public relations crisis risk is in the higher level.From the overall point of view,X company PR crisis risk is at a higher level.Multi-case comparison analysis of evaluation results.The risk degree of X company is the highest in the risk index of employee public relations crisis;the risk degree of L company is the highest in the risk index of shareholder public relations crisis;the risk degree of X company is the highest in the risk index of media organization public relations crisis;the risk degree of J company is the highest in the risk of community public relations crisis;and the risk degree of government public relations crisis.As a whole,the overall risk level of X companies is higher than that of the other three.Because X company in the staff public relations crisis risk and the media organization public relations crisis risk degree is bigger,which causes its overall risk degree is bigger.Combined with the evaluation and analysis results of this paper,this paper puts forward corresponding suggestions from six aspects,such as improving employee relationship,shareholder relationship,customer relationship,media organization relationship,community relationship,government relationship,etc.,to help X company better prevent and control the risk of public relations crisis in enterprises.The innovation of this paper lies in the comprehensive selection of risk index of public relations crisis in enterprises.A single case evaluation method of multi-case comparison is used to explore the public relations crisis risk situation of the research object.At the same time,there are some shortcomings in the research,which are mainly reflected in the following two aspects:first,the internal mechanism of public relations crisis risk in X companies and the possible losses of each risk have not been studied in detail;second,whether the risk assessment model constructed in this paper is applicable to other types of enterprises needs further verification and promotion,which makes the applicability of the model results obtained in this paper have some limitations.The next step is to analyze in detail the internal mechanism of the emergence,dissemination,evolution and loss of X company’s public relations crisis risk.The second is to extend and verify the model framework constructed in this paper,to explore whether the enterprise public relations crisis risk in this paper is applicable to other fields and other scale enterprises,and then to enhance the practical and theoretical value of the research results.