A Research On Crisis Communication Of Sanlu Milk Powder Incident

With the advent of risk society in transition, China is facing unprecedented challenges. SRAS crisis from the beginning of a series of "disasters" in spate, people not only to enormous material damage and mental pain, but also seriously affect the country's long-term stability. How to respond to crises, to improve crisis management capabilities, as people have to face serious issues, including crisis management, crisis communication as the most important part, its role should not be underestimated.Sanlu milk powder incident, as a food safety problem caused by the great international impact of public crisis, hidden behind the political, economic and social logic, in the present China has a very strong representation. It highlights the outbreak of the rigidities of existing political system, market economy, the lack of moral quality, the media and public clamor aphasia and the gradual awakening of civic consciousness and so on, are worth our consideration.In this paper, case study, select the Sanlu milk powder incident as a classic case study, the use of crisis situations, crisis communication and image repair theory, focusing on the changes before and after the crisis situation, government, business, media, public awareness of the crisis to lead to bias further escalation of the crisis, and damaged the national image, government, media to judge the specific restoration actions, trying to outline a "Chinese-style" crisis discourse characteristics and reported missing. Finally, the whole incident of targeted reflection, the researchers made the conclusions and thinking, to reference for the latecomers.Study found that reconstruction of an Appropriate organizations, the media, the public relations of the three dynamic equilibrium process, the government and the media remains the most crucial factor, both of the open or not, ultimately depends on the openness of political democratization in China.