公共关系危机管理--毕业论文.doc

公共关系危机管理 学生：xxx The management of Public relations crisis Student’s name: xxx [内 容 摘 要]企业的发展在受到来自社会公众评价、同业竞争等多方面压力的同时，企业面临来自内部及外部的各种危机事件也逐渐增加。企业公关危机管理逐渐引起企业高层管理人员的注意，但在企业建立有效的危机管理机制，对于国内绝大部分企业来说还只是一个管理名词，一个概念而已，这些企业仍然延续着“吃一堑，长一智”“摸着石头过河”的思维方式，但一次企业危机爆发足以导致该企业已经没有“长一智”的机会了，因为有时一次危机足以打倒一个企业，因此对危害企业形象的事件或进行处理或问题预防就显得尤为重要，这也就是我们所说的公共关系危机管理。从战略的高度正确地认识危机、防范危机、解决危机、利用危机是企业长治久安的保障，它能挽救企业远离信誉扫地之境，使危机对企业造成的损失减少到最低的同时并尽可能地重塑企业形象，正确引导媒体的舆论导向，避免出现夸大其词的不实报道甚至“丑闻报道”，进而逐步提升企业自身的品牌形象。 [关键字] 危机 公关危机 公关危机管理 [Abstract] Business enterprises’ development suffers the evaluation coming from the society public and competition of the same profession etc. At the same time, the business enterprises face various pressures coming from both the internal and exterior .Besides, every kind of crisis affairs that the business enterprises face also increase gradually. The management of the public relations crisis gradually attracts business enterprises’ attention. But for domestic overwhelming majority business enterprise, establishing a valid crisis management mechanism is still just a concept. They have not formed an effective system. But once the crisis breaks out, it’s bad enough to put the business enterprise into death. Therefore, it’s very important for the business enterprises to value the crisis and properly handle them. This is just what’s we called “the management of public relations crisis”. Knowing the crisis, preventing the crisis, solving the crisis and making use of the crisis with accuracy from the high degree of the strategy, we can make the crisis a cure to low the business enterprise’ loss 、to reconstruct the business enterprise’image. [Key words]Crisis Public relations crisis The management of public relations crisis 目 录 一、公关危机管理………………………………………………1 （一）公关危机及公关危机管理……………………………1 （二）公关危机的基本特征…………………………………2 （三）引起企业公关危机的原因……………………………3 二、公关危机管理的重要性……………………………………4 （一）公关危机管理可以减少危机造成的损失……………4 （二）能够维护企业良好形象………………………………5 （三）维护并增强内部团结…………………………………5 （四）优秀的公关危机管理能够化“危机”为“契机”…5 三、我国市