摘要：我国的食品安全问题频发，究其原因具体体现在厂家商家诚信不到位、老百姓保护意识不到位、监管部门监管不到位、总体处罚不到位。本文以央视‘3•15’麦当劳事件为例浅析企业危机公关传播以及对企业如何利用新闻媒体挽回信誉的办法。本文以媒体为客体研究企业危机公关，简要概述了企业危机公关的相关概念，并对大众传媒在危机产生社会影响过程中发生的作用、危机公关中的应对媒体的策略等进行了重点分析探讨。
关键词：新闻的角度；麦当劳事件；危机公关传播；企业诚信
Abstract：China’s food safety problems, investigate its reason is embodied in manufacturers business integrity is not in place, people protects consciousness does not reach the designated position, regulation is not in place, the overall penalty does not reach the designated position. Based on the ‘3.15’ McDonald’s incident as an example of corporate public relations crisis communication as well as to the enterprise how to use news media to restore the credibility of the way. This article to the media as the object of study of enterprise crisis public relations, a brief overview of the enterprise crisis public relations of the related concepts, and the mass media in crisis of social influence processes that occur in the role of public relations in crisis, to deal with the media strategy, public relations business to focus on analysis of.
Key words: news angle; McDonald’s event; public relations crisis communication; enterprise credit
目录
引 言…………………………………………………….. 4
一、危机公关的含义…………………………………………. 5
二、危机公关的内涵及相关概念辨析…………………………….. 6
（一）危机公关与公关危机…………………………………. 6
（二）危机公关与危机管理…………………………………. 6
三、媒体利用上的问题分析……………………………………. 6
（一）企业内部问题分析…………………………………… 6
（二）企业外部环境问题分析……………………………….. 8
四、企业挽回信誉的危机公关传播对策…………………………… 9
（一）日常经营活动中与媒体保持良好合作…………………….. 9
（二）发挥突发事件中媒体的作用……………………………. 9
（三）危机爆发期，主动联系媒体，满足公众知情权…………….. 10
（四）危机恢复期，及时反馈，重塑企业形象………………….. 11
结语…………………………………………………….. 11
参考文献…………………………………………………. 13
致谢……………………………………………………………………………………………………………… 14
