Research On Crisis Public Relations Strategy Of TSL Company Based On Network Public Opinion

As network technology high speed development,expanding the coverage of the network,and the development of China mobile Internet gradually mature,at the same time,the mobile communication terminal is smart phones,tablets,mobile network television equipment increases,more personal,civilian and generalization of the media for the mainstream of the new media era No high threshold,high standard and authority of the traditional media Internet users via mobile terminal anytime,anywhere to share,to explore a variety of information and communication,do not set time,any place,no opinion characteristics of trafic control,extremely easy to lead to a sudden event detonated,to modem enterprise brought no small change and impact public opinion environment.Different from the public relations crisis in the traditional media environment,under the background of "we media" as the mainstream,everyone can become a media.The information dissemination of crisis develops much faster than the crisis itself which greatly improves the probability of the outbreak of crisis,shorters the outbreak time,and has a larger spread and stronger destructive force.For modern enterprises,no matter what nature and scale of crisis,random negative public opinion will cause panic and confusion to enterprises,and then to different degrees to enterprise image destruction and corresponding economic losses.If the negative public opinion is not controlled in time,the crisis will continue to deepen,so that enterprises suffer greater and immeasurable losses.Therefore,it is important for modern enterprises to prevent negative online public opinions and do a good job in public relations to deal with the crisis.TSL company is an American company producing and selling electric vehicles.With its listing on NASDAQ in 2010,the scale of the company has developed rapidly,and its brand influence has been constantly expanding around the world.However,with the advent of the we-media era,various negative news reports of TSL company continue to fermenting and spreading on the Internet,which has a great negative impact on the brand image of TSL company.According to the current specific situation of TSL company s crisis public relations,this paper discusses the management framework and concept of TSL company’s crisis public relations.Taking the introduction of TSL company’s crisis public relations case as the entry point,it makes a specific analysis of the corresponding crisisrelated strategies in the case.Based on the common problems existing in the influence of online public opinions of we media,The main problems existing in TSL company’s crisis public relations are found out:imperfect warning mechanism,ostrich mentality of silence or evasion,information vacuum brought by deception and concealment,and unequal communication.Combined with the case analysis,it is concluded that the main reasons for the above problems are as follows:TSL company lacks public relations awareness,many past problems lead to poor strategic effects,the public opinion environment is complex and changeable,and the consumer rights protection methods are diversified.Finally,based on the theoretical basis of 5S principle,Schramm theory and life cycle theory of crisis public relations,this paper makes an in-depth study of TSL company’s crisis public relations strategies to deal with online public opinions,including:One is to build a crisis early warning mechanism that responds more quickly,which specifically refers to enhancing crisis awareness,paying attention to cultivating employees’ cognitive literacy,establishing and improving crisis early warning mechanism,and constructing a multidimensional monitoring system.The second is to improve the crisis management early warning strategy procss,which specifically refers to digging out the essence of the crisis and improving the speed of crisis response.Third,the concept of customer first is to establish a high compatibility of customer-enterprise relations,specifically refers to strengthen the integration of media resources,smooth communication channels.Through the case study of TSL company crisis,theory combined with practice,to further strengthen the understanding of enterprise crisis management,and sum up out of the enterprise in dealing with the common problems of the network public opinion crisis public relations,and finally put forward the TSL company dealing with network public opinion crisis public relations strategy,build scientific and reasonable enterprise crisis management mechanism.