Research On Weibo Public Relations Strategy In Corporate Crisis

Weibo is an important power of public opinion communication in the process of enterprise crisis management,which has different functions in different stages of enterprise crisis.In handling of the crisis to formulate Weibo strategy,enteprises must abide by the relevant principles consciously.Only to implement appropriate strategies on the basis of these principles,which will have the work with double results.With an analysis of the new characteristic of the negative public opinion of enterprises in the process of communication upon the microblogging as well as the new characteristics of transmissionm of negative public opinion in the era of we-media.Then this part will analyze manifestation and disposal effect of new changes during the period of transmission of negative public opinion compared with the traditional media.On this basis,to explore the different stages of enterprise crisis,the unique role that various functions of microblogging will play in crisis warning,information dissemination,image rebuilding during the different stage of enterprise crisis.The second chapter compares the different operation modes,blog creation style and content delivery mode in the process of enterprise crisis Weibo public relations in recent years,analyzes the internal and external factors that affect the effect of Weibo public relations,and then combines the relevant theories of crisis public relations and crisis communication,based on the propagation characteristics of enterprise crisis events from the media era,to summarize the principles that modern enterprises should abide by when formulating Weibo public relations strategy.The third chapter takes the enterprise as the crisis public relations subject,on the basis of the deep exploration of its Weibo public relations system and the modern enterprise crisis characteristic,further analyzes and studies the unique function characteristic of Weibo and its concrete operation way in each stage of public relations,In the era of we-media,the increase of uncontrollable factors of enterprise crisis,the transformation of social scene,and the diversity of sources generate the dispersion of netizens' attention.It can be said that who can pay more attention to the great value of Weibo and be earlier to explore the appropriate characteristics of their own Weibo public relations strategy,so as to explore strategies that are suitable for themselves to create a good public opinion environment.