Research On The Corporate Image Restoration In Network Public Opinion Crisis

In recent years,the rapid development of Internet and information technology has changed the information dissemination mechanism of traditional mass media,and the information dissemination methods have become more diversified.From media form to information dissemination,online medias have shown strong vitality and social influence,and become a new carrier of lyric communication.The network public opinion crisis is a new form of crisis faced by the corporate in the network environment.If the corporate fails to judge the grievance information or the countermeasures are improper,the crisis will be further upgraded,seriously damaging the corporate image.If the corporate takes effective measures in the crisis of online public opinion,they may turn “crisis” into “opportunities”,not only can repair the damaged corporate image,but also promote the re-engineering of corporate image,and transforms the network public opinion crisis into corporate image,and expands the corporate visibility.Compared with the public opinion crisis in the traditional media era,the corporate network public opinion crisis presents the following characteristics: the suddenness of the public opinion crisis and the rapidity of information dissemination;the harmfulness of the public opinion content and the urgency of the crisis response;The difficulty of control of attention and public opinion.In the era of online media,diversified communication carriers,the continuous strengthening of the public discourse power,and the role of the "magnifying glass" of online media have made the handling of public opinion crisis more complicated and difficult to control,and it poses a greater challenge to the company's public opinion handling ability and image restoration work.However,everything has two sides.The network public opinion provides a channel for enterprise information communication,a path for public opinion management,and a platform for image communication.It also brings new opportunities for corporate image restoration.At present,enterprises still have some problems in the response and handling of the online public opinion crisis and image restoration work.The specific performances are: image maintenance awareness is weak;information communication strategy is invalid;image restoration mechanism lags behind.In response to the existing problems,the article proposes that enterprises should face up to the crisis and respond positively in the network crisis response and image restoration,pay attention to subjective consciousness,and raise the awareness of image maintenance.Using the media to timely release the disposition process of the information disclosure crisis,and actively set up the public opinion"crisis" as “opportunity".Be coping behavior from the support,strengthen the repair behavior.Summarize the lessons learned,improve the management from the mechanism construction,establish a systematicand standardized public opinion response and image restoration mechanism,and establish a good corporate image.