The entire process of a cyber crisis event can be subdivided into three phases: occurrence, persistence, and weakening.
In the stage of cyber crisis, the public relations focus of the crisis subject is the origin of the cyber media of the crisis event, while taking into account the traditional media. Due to the rapid spread and wide range of influence of the Internet media, the effect of public relations can be seen in a short time. At this time, the public relations body should first determine where the main network public opinion distribution center of the incident is, and use this as a center to radiate and carry out targeted communication and public relations.
During the ongoing stage of the crisis, the subject of the crisis should pay attention to the comprehensive use of traditional media and new media for public relations. At this time, the public opinion center may have spread to multimedia and formed a social focus of public opinion. Therefore, the work of the public relations subject needs to be expanded accordingly. Form a three-dimensional care for crisis events.
In the crisis weakening stage, public relations entities should pay attention to the use of traditional media such as newspapers and television, while taking into account new media. In the crisis weakening stage, public opinion often returns to rationality, and discussions can be carried out smoothly. The market for radical and irrational views is gradually shrinking. At this time, traditional media professional news commentary and news analysis have the strongest impact on public opinion. Therefore, at this time public relations The focus of can be shifted to traditional media, and the influence of traditional media on society can be used to grasp the initiative of public opinion.
In addition, in the use of media for public relations
in cyber crisis
, they should be treated differently according to the different preferences of the media. For example, when publishing information on the network, pay attention to conciseness and pertinence. The information released is mainly to explain the specific proposed on the network. Focus on issues and minimize macro narratives; when using television media, the material shot should be as direct as possible to express the intention of the public relations subject, emphasizing intuitiveness; newspaper media focuses on textual expression, emphasizing the importance of thinking, and public relations subjects are using Newspaper media should pay attention to the opinions of experts, scholars, and representatives of people from all walks of life. Through in-depth analysis of the incident, rational analysis should be the main guide to guide public opinion.