谣言是诱发公关危机的重要因素之一。如何有效地防范和治理网络环境下的谣言传播,是众多学科都很关注的一个课题。从危机管理的角度,对网络环境下谣言产生模式、网络传播结构和方式进行了探讨,并提出了网络谣言公关治理的策略和方法。 Rumor is one of the important factors in inducing public relations crisis. How to effectively prevent and control the spread of rumors in the network environment is a topic that many disciplines are very concerned about. From the perspective of crisis management, this paper discusses the patterns of rumor generation and network communication in internet environment and puts forward the strategies and methods of rumor PR management.