Crisis public relations
refers to the relevant mechanisms for responding to crises. It is unexpected, focused, destructive and urgent. According to Edward Bernays' definition, public relations is a management function that sets policies and procedures to gain public understanding and acceptance. Crisis public relations specifically refers to institutions or enterprises in order to avoid or mitigate the serious damage and threats caused by the crisis, so as to learn, formulate and implement a series of management measures and response strategies, including crisis avoidance, control, and resolution, in an organized and planned manner And the dynamic process of continuous learning and adaptation, such as revival after crisis resolution. Crisis public relations play an important role in countries, enterprises, individuals, and so on.
With the increasing popularity of network technology today, the Internet has become an indispensable part of life in today's era. Convenient and fast to use, and a large amount of information are the basic factors that are popular with the public. But at the same time, there are a lot of unhealthy information appearing on the Internet, and the dissemination of these information is extremely mixed, which has brought great harm to network health. The importance of crisis public relations is also becoming more and more obvious. A piece of negative information or slander against the company through the Internet may put a company into a huge crisis. In particular, some information is often rapidly spread and highly amplified in a short period of time, which has become the fuse that affects the corporate social image, triggers public emotional opposition, intensifies social conflicts, and even causes major social events. Therefore, it is of great significance to keep abreast of information, strengthen the monitoring of public relations on the Internet crisis, and guide public opinion and resolve conflicts. It is of great significance to maintain corporate brand image and create a harmonious external public opinion environment. Crisis public relations
is an important way to maintain network health.
For a company, when the crisis comes, in addition to properly handling crisis events, it is also necessary to find potential success factors in the crisis. This is the essence of crisis public relations. As long as the company seizes the opportunity, when faced with a crisis, adopts an active and appropriate strategy, realizes adaptation and coordination with the external environment, and strives to create a new environment conducive to the development of the enterprise, it can enable the enterprise to re-establish its brand image from the crisis.
The essence of crisis public relations is to shape trust through network means, trust between people, trust between people, and trust between people and brands. For companies, the sudden "natural disaster", coupled with "human disaster", may bring a devastating blow to enterprises. So the future of crisis public relations is bound to trust the economy.
Crisis public relations will objectively reflect the core values and functions of crisis public relations, promote healthy competition in the crisis public relations market, and thereby promote the rapid development of a number of enterprises and the rapid growth of regional economies.