With the development of science and technology, the Internet is gradually becoming well known. As we all know, the Internet is called the "fourth media" after the three traditional media of newspapers, radio and television. Internet-based network media is a cross-media digital media that combines the many advantages of the three traditional media. The rise of the Internet has changed the communication relationship between the media and the audience, and also changed the discourse environment of the entire communication. People began to notice that many news events were heated up from the Internet. Traditional media only started to intervene, and the involvement of traditional media caused a new round of discussion. In this cycle, the master of agenda setting is no longer a patent in the hands of traditional media. In the past, this was unlikely.
1. Cyber crisis and cyber crisis public relations
In addition to the "common" characteristics of the three traditional media news disseminations, online media news dissemination also has distinctive "personality" characteristics, including: immediacy, mass, global, interactive, multimedia, and new media characteristics. . It is precisely because of the emergence of the Internet that people's lives are becoming more and more convenient, but also because of this "convenience", it may bring unpredictable results to enterprises. Because of this situation, a new term has emerged: the cyber crisis, which refers to the use of the Internet to affect the brand image of a company. Its characteristics are: unexpectedness, focus, destructiveness, urgency. Unexpectedness means that the specific time, actual scale, specific situation, and depth of impact of the crisis were unexpected. Focus: After entering the information age, the spread of crisis information is much faster than the crisis itself. To the crisis, the media is like the fire borrowing Dongfeng. Destructive: Because crises are often “unexpected, unprepared to attack”, regardless of the nature and scale of the crisis, it must inevitably cause damage to the enterprise to varying degrees, causing confusion and panic, and due to the limited time for decision-making and limited information, it often leads to Mistakes in decision making lead to incalculable losses. Urgency: For a company, once a crisis breaks out, its destructive energy will be quickly released and it will spread rapidly. If it is not controlled in time, the crisis will worsen sharply, causing the company to suffer greater losses.
2. The two-sided nature of the cyber crisis The widespread popularity of the Internet has made the Internet media influence the development of a modern enterprise with its unique advantages. Through online media, you can create a good image of the company, highlight the visual effects of the company's products, strengthen the direct communication between the company and consumers, and disseminate information widely and in large quantities. It can manage the
crisis of the enterprise, reshape the corporate image, and increase the number of SMEs. Opportunities to expand the market. If a modern enterprise is to be invincible in the fierce commercial competition, and to become bigger and stronger, it must keep up with the times, adjust its business methods in a timely manner, and make full use of the advantages of online media. Efforts to avoid media risks. However, everything in the world has two sides. Although network media can improve market efficiency and bring great vitality to the development of enterprises, it is a double-edged sword that can make or break an enterprise. If it is abused or excessive, the online media may incur greater risks, and as a result, it will increase the instability of corporate development. Enterprises must face up to the negative
publicity of online media and employees' online attacks. Enterprises must have a full understanding of the negative effects of online media. So what are the negative effects of online media?
2.1 Internet media can speed up the outbreak of corporate crisis It is said that good things do not go out, and bad things spread a thousand miles. Because online media can disseminate relevant information in real time, at high speed, and cheaply through the Internet, once an enterprise is exposed to the media for a certain issue, the news will spread wildly and spread all over the place. The exposure of the media not only gives the public a clear understanding of the current incident, but also may trigger a vicious association of the public with the brand's products. As a result, the credibility of the company has declined rapidly, leading to a crisis in business operations. In this case, even well-known companies can be devastated
2.2 Network media can be used as a tool for malicious attacks on the Internet Now, due to the emergence of network media, the speed, intensity and spread of information dissemination and circulation are much higher than before. This also means that once a criminal commits rumors to try to discredit a certain enterprise or product. For example: The enterprise benefits are very good, and it has made great contributions to the country and society, but due to individual employee reasons or some improper management of the enterprise, it has affected the society and customers, and the irresponsible media made exaggerated negative reports on the enterprise, or It's completely out of nothing. There is also a crisis of trust in the company caused by the impetuous social ideology of employees, which requires a substantial increase in wages (but most of the actual employees have a house, a lot of them have a car, but the lack of people's minds, and want more). They don't understand that the company is in the stage of development and growth. Only by developing it can we solve the welfare of shareholders, society and employees. As a result, they will spread rumors quickly on the Internet through mobile phones, BBS, QQ and other tools, and issue strike words, which will greatly affect the morale of workers. Their news will spread to every corner of society in the shortest time. If the relevant company fails to deal with it in a timely manner, this will inevitably have an extremely negative impact on it, and the company will even recover from it.
2.3 Online media can be used for criminal activities. Due to the popularity of the Internet, there are often some “hackers” who use their computer technology to treat computer crimes regardless of the law. They decipher others' passwords, steal information belonging to others from the Internet, steal corporate economics and trade secrets, and engage in illegal activities. This will undoubtedly threaten enterprises to use the new media such as the Internet for normal business activities. If these conspiracy people succeed in conspiracy, it will cause enterprises irreparable losses.
3. Reasons for the network crisis 3.1 Insufficient publicity and guidance
For enterprises, publicity is divided into internal and external media publicity and other internal publicity. The timely, truthful and open information is the cornerstone of the responsibility and survival of the mass media. Nowadays, the task of mass media is usually "positive publicity", and the task of management is "strengthening control." The "soundness" of management is sometimes at the expense of social responsibility. The credibility of some mass media is at risk. Although other publicity within the enterprise is more important at the top of the enterprise, it is greatly discounted at the grassroots level and at the employees, and employees often do not get truly timely, authentic and open information. In this way, the negative public opinion on the Internet has given birth to soil and a market for communication.
3.2 Inadequate protection of benefits is manifested in material benefits, unfair income, difficult or low income protection, uncoordinated income and pay, and difficult protection of employee benefits, etc .; in terms of spiritual benefits, insufficient security and growing cultural needs To satisfaction, insufficient political treatment, etc.
3.3 The appeal mechanism is not in place. The lack of a people-oriented concept in corporate management has caused employees to have no opinions, no hope, or reasonable demands to be fully understood and satisfied, and insufficient implementation of democratic rights.
3.4 Ideological education is not in place Some enterprises (units) have a weakening trend in ideological and political work, too much emphasis on production and management, insufficient education on the situation and tasks of employees, dedication to work, enterprise reform, wage distribution, etc., or lack of novelty, Innovative, difficult for employees to accept, the ideological work of one person and one thing can not do home. Fifth, care is not in place. Employees are not sufficiently cared for by their organizations in life. Third, they must not let their commitments be formalized or superficial. For example, some employees have difficulty living, their children have difficulty going to school, and they cannot afford to be hospitalized due to illness. The above reasons cause some employees to have greater opinions and deep grievances, and always want to vent, but the normal channels are difficult to achieve. The emergence of the network and its characteristics have just filled this gap, coupled with complex reasons such as individual psychological defects. Then, on the Internet, through the form of posting and other forms of dissemination of apparently emotional (often false) statements (the originators of negative public opinion on corporate networks are often employees inside the company), these infections and emotional irresponsibility Discussion, with the browsing and following of netizens with different purposes inside and outside the enterprise, it may directly trigger and ignite the mood of netizens, and then form negative public opinion.
4. Prevention of network crises Dealing with the problems existing in the enterprise in a timely manner is fundamental to preventing cyber crises, and it is also the best way to resolve cyber crises. Most of the negative news about the company are mostly related to the existence of more or less problems in the company. If the company can be more disciplined, strengthen training and crisis awareness of all aspects of the company's employees, and establish a sound cyber crisis defense system, then The expandable resources that the network can mine will also be reduced accordingly. First: Enterprises must standardize their behavior and operate legally and honestly. According to the problems existing in the enterprise and the network crisis that has appeared before, make improvements. While achieving good quality, it is also necessary to do a good job in integrity and legal operation, and to do the first thing in preventing network crisis. Second: Strengthen the training of employees 'crisis awareness, and establish the employees' crisis awareness.
Under the new situation, the ideological status and changes of the workforce of enterprises require that the concepts and thinking of enterprises to do ideological and political work must be adjusted accordingly. The first is to be "enterprise-oriented", to understand and respect people. The second is to focus on flexibility. It is necessary to change the previous methods of unified preaching and bluntness, and to take corresponding measures according to the differences in the minds of different people or the changes in the minds of the same person at different times. The third is to express sincere emotions. When doing ideological and political work, it is necessary to set aside the relationship between superiors and subordinates, treat employees as friends, consciously strengthen communication, treat people with sincerity, care and help with sincerity, establish a solid friendship and rapport, and change the heart with your heart. If the employee treats you as a friend, he can accept you, obey you, and the ideological and political work can be more effective. Only by doing a good job of employees' ideological work, letting employees think about one place, taking the development of the enterprise as the success or failure of their own career, and the source of their own life security, can they allow employees to devote their thoughts to the development of the enterprise and reduce the use of online media to denigrate The occurrence of corporate image events. Through proper ideological work, we can keep abreast of the ideological trends of employees and eliminate the adverse effects of employees or irresponsible online media on the enterprise in the bud. Third: Focus on crisis research and establish emergency plans to deal with negative information on the Internet. The popularization and application of online media in China has not been long, and many enterprises do not know enough about the characteristics of the Internet. Especially for some small and medium-sized enterprises, due to insufficient capital investment, lack of specialized talents and other reasons, professional skills are lacking, and their experience in controlling the network is very limited. Although many companies spend their money to establish their own websites, they lack the relevant professional personnel to systematically manage and maintain them, so they cannot improve the level of website construction. As a result, the website or the use efficiency is extremely low, causing waste or risk prevention Poor capacity, bringing business risks. Therefore, enterprises should pay attention to the cultivation of relevant professionals, and actively apply professional technology to scientifically manage the website. This can not only give full play to the positive role of the network, improve the efficiency of online marketing, but also improve risk management capabilities and protect their business secrets . Professionals in enterprise information management should also pay close attention to the relevant reports of the company on the Internet. It can not be due to oversight of the website, which eventually leads to the widespread dissemination of false information, which has caused great damage to the social credibility of the enterprise. Fourth: Establish a crisis information management system to divide the hidden dangers of the crisis. The corporate crisis is accompanied by the growth and development of the enterprise, but most of them are foresighted. "Everything stands before failure, but failure before failure." As an enterprise's public relations department, it is not enough to stop working on the cumbersome affairs such as publishing corporate news releases and receiving media interviews. Instead, it should collect everything and its own through the media. Industry-related information, including unfavorable and beneficial, internal and external. Then, by establishing a crisis information management system, this information is sorted, collected, and analyzed. Once problems are found, the rapid response mechanism for crisis response is activated in a timely manner to plan ahead and grasp the initiative of the incident.