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由四川广元蛆橘事件导致的中国第二大水果柑橘严重滞销、果农损失惨重,无疑是2008年秋末冬初的公共危机事件之一。尽管事件已经平息,但一只出现在四川广元的小虫子,短短数天,就把全国的柑橘市场搅得一片寒彻的事实留给我们的思考却远远没有结束。笔者通过综合运用危机公关传播理论对“广元蛆橘”事件做一评析,探讨新时期地方政府应对危机面对新闻媒体的公关策略。
One of the public crises in late autumn and early winter of 2008 was undoubtedly caused by the serious slow-moving of China’s second-largest fruit citrus caused by the incident of maggots and oranges in Guangyuan, Sichuan Province. Despite the fact that the incident has subsided, one small bug that appeared in Guangyuan, Sichuan Province, in a matter of days, has left us no idea of the fact that the cold citrus market in the country is left with us. The author makes an analysis on the “Guangyuan Maggot Orange” incident by comprehensively using the theory of crisis public relations to discuss the public relations tactics of local governments in facing the crisis in the new era and facing the news media.