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危机公关中的传播,就是遵循企业危机管理纲要,在企业、受害者和社会公众等三方面利益协调一致的前提下,为企业制造舆论、恢复声誉形象的过程。危机发生之后,最迫切的任务就是表明企业的立场,通过传播媒介来阐明企业对于危机事件的基本态度与原则,表达企业对于危机事件的关注是非常迫切的事情。企业可以遵循7个“W系列”的传播方略:即按照Who、Whom、When、Where、What、Why与How诸方面的内容向公众传播周知。
The dissemination of public relations in crisis is the process of creating public opinion and restoring the image of the company under the premise of harmonizing the interests of the enterprise, the victim and the public in accordance with the corporate crisis management program. After the crisis, the most urgent task is to demonstrate the company’s position, clarify the basic attitudes and principles of the company for crisis events through the media, and express the concern for crisis events is very urgent. Enterprises can follow the 7 “W series” communication strategy: that is, according to Who, Whom, When, Where, What, Why and How.