企业危机公关和策略研究
摘 要
最近几年，频频产生的企业危机事件和各种失败的危机处理工作让人们将更多的目光集中到企业的危机公关上面来。作为现代企业经营的必要的管理手段——危机公关，在当今的社会中越来越重要。
从总体上来分析，企业的危机公关正在向合理化和规范化方向不断的发展和前进，但是在发展过程中应存有诸多的问题。在实际工作中，各个企业的重视和管理程度和水平不同，危机公关缺乏系统性。大部分的危机公关的处理都集中体现在企业的外部管理上面，少部分涉及企业内部管理上，导致危机公关处理不够完善。
本文利用了比较法、归纳法等一系列的科学研究方法，从危机公关的定义出发，详细阐述了企业危机产生的原因，进行了案例分析，最终提出了危机公关的处理对策。
关键词： 危机公关，原因分析，案例研究，对策
Enterprise crisis public relations and strategy research
ABSTRACT
In recent years, companies frequently generated crisis and the failure of the various crisis management work to get people to focus more attention to corporate public relations crisis top. As a modern business management tools necessary – public relations crisis, in today’s society more and more important.
Overall up analysis, corporate public relations crisis is constantly developing and advancing to the rationalization and standardization direction, but in the development process should exist many problems. In practice, the different degree and level of attention and management of various enterprises, the lack of systematic public relations crisis. Most of crisis public relations handling are embodied in the external management of enterprises above a small part of the internal management of enterprises involved, leading to a crisis public relations process is not perfect.
In this paper, the comparison method, a series of scientific method induction method, starting from the definition of public relations crisis, elaborated on the reasons for corporate crisis, a case study, and ultimately the countermeasures proposed public relations crisis.
KEYWORDS：public relations crisis， cause analysis， case studies， countermeasures
目 录
1.2 当代企业危机公关工作的现状和问题…………………… 2
3 国外企业危机公关管理的经验借鉴…………………………… 7
3.1 英、法等欧洲国家企业危机公关管理案例……………….. 7
3.1.1 英国“许霆案”银行首先上门道歉事件……………. 7
3.1.2 雀巢公司应对“婴儿死亡传言”事件……………… 7
3.2 中、美、日、英企业危机公关管理的案例比较与借鉴………. 8
4 完善我国企业危机公关的对策建议………………………….. 11
4.1 建立公平竞争市场与树立媒体宣传导向………………… 11
4.2 独立的危机公关管理部门与公关外包………………….. 12
4.3 增强危机预警意识与危机公关的主动性………………… 12
4.4 企业危机观念与企业文化的融合……………………… 13
4.5 政府监管理念与企业危机公关管理的协同………………. 13
