就3Q大战谈谈危机公关管理.docxVIP

浅谈公共关系危机管理摘 要俗话说“天有不测风云,人有旦夕祸福。”在激烈的市场竞争中，任何个人和企业都无法做到一帆风顺，遇到风险和危机是不可避免的。在对风险和危机的预防和处理过程中,公共关系活动具有特殊的作用。能否进行有效的危机管理必将成为企业生存的关键。然而,危机对企业来说并不总是一件坏事,只要处理得当,企业可以变危机为商机,为企业带来意想不到的效果。2010年，“3Q”大战爆发，从俩人互相抹黑对骂到双双诉诸法律，再到公开道歉。面临危机双方见招拆招，你来我往。然而最后得出的结论是：360未胜利，腾讯却失败了。腾讯在这次危机公关中存在的诸多问题值得我们认真思考，处理问题不及时、没有找到问题核心、道歉不诚恳等不仅体现了腾讯危机公关的不成熟，也让那我们看到了我国公共关系发展的不完善以及法律的不健全。如果腾讯的反应及时、诚恳相对、就问题的核心做出有效的沟通，或许又是另一种结果。关键词：公共关系公共关系危机 危机管理危机ABSTRACT Common saying says the weather is fickle. In the fierce market competition, any individual or enterprise cannot achieve smooth sailing, encounter risk and crisis is inevitable. On risk and crisis prevention and handling process, public relations activities has a special role. Can carry on the effective crisis management will become the key enterprise survival. However, in the crisis of enterprise is not always a bad thing, should handle only proper, enterprise can become crisis for business opportunities, for enterprise to bring the result that expect is less than. By 2010, 3Q war erupted, from two people to yell to discredit each other, both to resort to law again to a public apology. Faced with crisis both see recruit dismantle recruit, you come to me to. However, the conclusion is: 360 not win, tencent but failed. Tencent in the pr existed the question worth our earnest ponder, handling problems not timely, do not find out the core, apologize not genuine etc not only manifests tencent crisis pr not mature, also let that we saw the development of Chinas public relations is not perfect and the rule of law is not sound. If tencent response promptly, sincere, is the core of the issues relative to make effective communication, maybe sometimes other result. Key words: Public Relations Public relations crisis Crisis ManagementCrisis /dictionary?source=translationhl=zh-CNq=%20%20俗话说“天有不测风云,人有旦夕祸福。”在激烈的市场竞争中，任何个人和企业都无法做到一帆风顺，遇到风险和危机是不可避免的。在对风险和危机的预防和处理过程中,公共关系活动具有特殊的作用。本文论述了在营利性组织在公共关系危机管理时应当把握优质服务是企业公关的突破口，注重企业公关的实在性、持久性，树立一个服务最佳的组织形象等公关要点；非营利性政府机关在公共关系危