我国企业公关危机管理现状与存在的问题.doc

--------------------校验:_____________--------------------日期:_____________我国企业公关危机管理现状与存在的问题摘要:随着我国经济迅猛的发展,企业竞争的加剧,公关危机作为现代企业经营中的重要管理手段,越来越引起人们的重视。纵观当今参差不齐。无论是国内企业还是国外企业,在危机公关方面都存在着诸多不足。通过对企业危机的分析,结合企业公共关系理论和企业危机管理理论,研究当今企业现状、面临的公关危机、公关危机的处理等。关键词:公关危机、公关危机管理、危机处理。···············································································································································································································································································································································································································································································································································································································,是公共关系学的一个较新的术语。它是指由于组织内部和外部的各个因素引起的重大事件,严重损害组织形象、声誉,使其陷入了巨大的舆论压力之中的一种恶化的公关状态。危机公共关系,从静态的角度来看,指灾难或危机中的公共关系;从动态的角度来界定,危机公共关系是公共关系在危机事件中的开发和应用,是处理危机过程中的公共关系。、监测和危机决策,达到避免公关危机的发生,减少危机危害,甚至将危机转化为契机。重塑企业形象的管理过程,有防预性、主动性、公开性、策略性、重塑性等特点,能有效防范公关危机发生,减少危机危害。,主动性表现在是企业自身发现本身的公关危机并主动地去处理危机,公开性表现在企业出现危机时公开企业的危机并接受大众的监督,策略性表现在通过适合的策略来解决公关危机,最后就是重塑性把企业的危机变成一种契机。,具备长远的管理观念。设立危机处理机构,建立危机预警,制定危机防范策略,危机防范方案的演习。,将公众利益放于首位,公开事实的真相,实事求是的办事,解决危机要及时、快速,更要积极主动的去处理这些危机。,是企业重塑良好形象。,危机发生后的前24小时是最重要的。危机发生后,高效率和日夜工作是快速反应必不可少的条件。埃克森原油泄露事件,就是由于公司高层在事故发生后一周都未公开道歉,也未采取及时有效的措施清理原油,致使污染区域进一步恶化,从而引发了一场“反埃克森运动”,最后埃克森为此付出的代价是70亿美元。其次就是沟通,企业因主动向外界进行沟通,并将知道的全部事实告诉公众,企业要掌握危机信息的主动权,企业必须