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本文在分析新媒体传播特性基础上,总结新媒体传播带给企业危机传播管理的挑战,分析以互联网为代表的新媒体传播在企业危机传播管理中的位置及角色,并由此提出在新媒体环境下企业危机传播管理的应对策略,即:在危机潜伏期,建立健全危机预警方案,设置专门的危机处理机构,防止新媒体传播成为企业危机公关的诱因;在危机爆发期,把握新媒体传播沟通工具的作用,快速灵活给出对策,削弱危机的破坏性;在危机处理期,优化整合新媒体与传统媒体资源,实现新媒体与传统媒体的联姻互动;在危机扩散期,要加强意见领袖的舆论引导,培养新媒体环境下的企业支持者;在危机恢复期,进行情感引导,实施新媒体危机传播管理的感性策略。
Based on the analysis of the characteristics of new media dissemination, this paper summarizes the challenges posed by new media dissemination to the crisis management of enterprises, and analyzes the position and role of new media dissemination represented by the Internet in the crisis management of enterprises. Environment crisis management and communication strategy, that is: in the crisis of the incubation period, establish and improve the early warning program of the crisis, set up a special crisis management agency to prevent the spread of new media business crisis public relations incentives; in the crisis period, grasp the new media communication Tools to quickly and flexibly give countermeasures to weaken the destructiveness of the crisis; optimize the integration of new media and traditional media resources during the crisis handling period so as to realize the marriage and interaction between new media and traditional media; and strengthen the opinion leaders during the crisis spreading period Public opinion to guide and cultivate business supporters in the new media environment; during the crisis recovery period, emotional guidance, the implementation of the new media crisis management and sensibility strategies.