Impact To Enterprise'rise And Fall From Mediapublic Relations

Enterprises under the economy market can not run business well in a secluded environment. Imperceptible changes in the market environment often make radical alteration to enterprises. The relationship between medias and enterprises should be paid more attention to.Sanzhu and qinchi had succeeded developing in a short time. But they couldn't withstand the market crisis which made them go bankrupt.Analysizing the ebb and flow of Sanzhu and qinchi,there are lots of things which are worth summarizing, It is not difficult for us to find that medias play a great role in it.When communication techonology and communication technique are all in a high standard, the impact of media to enterprise is very powerful. In the environment of "all what media said is right",enterprises have to admit the powerful influence of media. However,enterprises can not depart from media public relations ,no matter in the positive propaganda or neutralizing crisis.Due to the contradiction between excess products and limited demand,between excess information and limited attention,enterprises use medias as a vehicle of propaganda; Due to the changes of the environment of medias,medias fall over themselves for publicizing or exposing enterprises.;Owing to the supremacy and riskiness of attention, Destinies of enterprises are sometimes determined by their media relationships. Attention is a two-edge sword.When recognition and creditworthiness are very high,it can attract a large number of consumers and consumption.On the other hand,if companies have misconducts,it also leads to worse effects.the more famous the enterprise is,the worse the effect made by medias is.Whether from the media tactics of Sanzhu and Qinchi or from the related theory of attention economy,media public relations affect the rise and fall of enterprises .So enterprises should take media seriously.The ways are:one is to enhance the recognition of enterprise by advertisement plan and to reduce introduction risk;the other is to raise the product creditworthiness by PR plan.especially to establish early risk warning system through the coordination with medias.