The Study Of JD Company Public Relations Crises In The New Era Of ‘We Media'

The rapid development of China's economy has led to the vigorous development of science and technology;therefore,China's network technology has also been greatly improved.Under the guidance of the development of network technology,China's media industry has undergone earth-shaking changes.The traditional media such as television,radio and newspapers in the past has gradually faded away,and replaced by the new era of self-media.Since the self-media has characteristics of low operating costs,high information transmission efficiency,and convenient public use,it has become an indispensable part of the public's daily life.However,because the threshold for self-media platform is low and the technical content is not high,there are a large number of self-media platforms on the market,and the quality is uneven due to the good and bad mixing up.In order to attract public eyeballs and clicks,many news have been processed and tampered with,resulting in many enterprises and institutions becoming the focus of social attention,causing serious losses to many enterprises.Therefore,enterprises must establish a scientific network emergency response strategy to better prevent and utilize the double-edged sword from the media.This paper takes the development of domestic media as the research background,and takes the network crisis from JD company from the media platform as the research object.By sorting out various crisis response theories and self-media management literatures,combined with JD's current public relations situation for actual crisis,this paper explores the root causes of JD's network crisis,and finally develops a scientific and effective network crisis response plan.The paper firstly sorts out domestic and foreign researches related to media and crisis public relations.At the same time,it refers to a large number of relevant literatures and theories,and uses these scientific network crisis public relations theories and methods to analyze the current situation of JD's network crisis and define the current network crisis of JD Company,which mainly includes: unable to reasonably avoid crisis,slow response to crisis management,lack of professionalism in crisis management,lack of professional crisis management personnel.After further research,the root cause of these problems was found,which is JD's lack of warning mechanism for crisis public relations,the company's lack of attention to crisis public relations,the unprofessional public relations response measures and lack of full-time crisis public relations team.Therefore,based on the current situation of JD's network emergency crisis public relations,this paper comprehensively integrates the company's resources,and finally establishes a series of optimization solutions to help JD scientifically solve the network crisis from the self-media platform,minimize the losses and properly maintain the credibility and reputation in the future development of JD company.This paper aims to help JD company to strengthen the awareness of crisis public relations,subsequently establish a sound crisis public relations early warning mechanism,design a scientific crisis public relations response plan,and also improve the professional crisis public relations management team,which completely solves the current network crisis for JD company and provides professional advice and reference for other peers to solve similar problems.