新媒体环境下的危机公关管理.docVIP

PAGE  海南大学2012-2013学年度第2学期 《危机公关》课程论文 题 目： 新媒体环境下的危机公关管理 学 号： 姓 名： 年 级： 学 院： 系 别： 专 业： 指导教师： 完成日期： 新媒体环境下的危机公关管理 摘 要 近年危机公关事件频发，加之以网络媒体、数字移动媒体为代表新媒体的出现和应用使得媒体与受众之间的关系产生了重大的变化，改变了传统信息传播模式，使危机事件传播的速度加快、范围变广，形式也发生了很大的变化。针对这一新形势，组织应该与时俱进，重新审视自身的信息传播观念。在依据危机公关事件三阶段理论的基础上，灵活掌握和应用新媒体，建立和巩固与大众传播媒介的联系，保障信息的公开透明和及时全面，才能最大程度上提升组织自身的公信力。那么，在危机公关管理中应如何应对新媒体传播？如何妥善解决各类危机公关事件中的矛盾冲突，优化组织发展环境，树立积极、健康、正面的企业形象？本文将深入探讨新媒体环境下的危机公关，重点探寻新媒体环境下的危机公关事件处理的方法。 关键词：新媒体；危机公关；危机管理Abstract In recent years,public relations crisis incidents have taken place frequently,in addition,the emergence and applications of new media represented by network media,digital mobile media makes the relationship between the media and the audience had a major change,changed the traditional information transmission mode,quicken the speed of crisis communication,vary it widely,its form also has great changes.According to the new situation,organizations should keep pace with the times,re-examine their own information dissemination idea.On the basis of the theory of public relations crisis incidents three stages,master and apply new media flexibly,set up and close contact with the mass media,ensure information public,transparent,timely and comprehensive,can promote the organizations credibility in maximum extent.Then,how to deal with the new media in public relations crisis management?How to handle the conflict in all kinds of public relations crisis incidents properly,optimize the environment of organization development,set a positive,healthy and positive corporate image?This paper will delve into crisis public relations in the new media environment,focus on exploring the methods of handling public relations crisis incidents in the new media environment. Keywords:new media; public relations crisis; crisis management 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc358370914 一、新媒体环境下的危机公关往往具有以下特点：  PAGEREF _Toc358370914 \h 1  HYPERLINK \l _Toc358370915 （一）危机传播速度快、范围广、破坏性增强