The Public Crisis And The Enterprise Image Mold

With the rapid development of the economical globalization, the technology and the information exchange more often, which greatly reduced the distance between the different person and the different countries, also lets individuals, the governments and the enterprise face more and more unexpecting and indefinite changeable movement. Since the 21st century, the whole world has entered the crisis time, not only the crisis type is various, moreover, the influence continues to strengthen, the crisis high eruption nearly lets all organization unable to avoid and impossible to guard against. But along with the people's public awareness enhancing, as well as media report deep going, the importance of the enterprise behavior in the public crisis reveals day by day; The crisis has brought the huge threat for enterprise's survival and the development, actually it also contain continuous development opportunities, these two sides let the organization profoundly experience the strategic transition which "the roller coaster" resembled. If must realize the transformation from"the danger"to"the opportunity", achieved the crisis management goal, we needs the operator's wisdom and the strategy, only has persisted take the public first, the time first, the efficiency first, the communication first, choose overcome the difficulties with people together, the outstanding enterprise only then to be able to turn misfortune into a blessing, wins the public favors and the organization image promotion, and bloom in multitudinous enterprise; But the inaction enterprise and someone which engages in speculation will not only suffer the crisis harm to their image, the market survival probability also has possibly to be able to deprive to the danger, what they do even is possible to influence the crisis solution.After the SARS event eruption, our government start pay more attention to the management of the public crisis, the researcher also gradually penetrated regarding the government public crisis management research, but there is still little research involved in how to help the enterprise face the public crisis; The counter- view business management aspect, the managers always defined the crisis management to enterprise own management crisis, prestige crisis, medium crisis aspect and so on, so it is necessary to strengthen the public crisis management value. This article will concentrate in the enterprise images establishment in the crisis; its view will lock to the crisis communication. Other word, the article will take the communication as the core, observe the organization's communication strategy, words and response in the public crisis. From the image study, the mass communication, the organization communication, the public relations science and the brand-marketing angle, construct an integrated theory system, provides the instruction to the enterprise behaviors in crisis.Through the theoretical analysis, this article has in detail limited the crisis, the crisis stage, the public crisis, the enterprise image's related connotations, according to the above; the article has discussed the relationship between the public crisis and the enterprise image molds, summarized the necessity and the importance that why the enterprise should mold image during public crisis. Took the variable public's psychological change in crisis different stage as essential factor, analyzed the crisis plan's adjustment under the different psychological condition; Took the crisis plan's selecting time, the angle, the way as the essential factor, inspected the different influence of the enterprise communication orientation during the crisis.Base on the above research, this article embarked from inside and outside two angles, proposed the enterprise's internal strategy, the public strategy, the media strategy as well as the government strategy during the public crisis time, fully used all effective resources, for molded the enterprise image service; And take the Integrated marketing idea as the basis, concisely proposed the overall plan of the enterprise image molds, from the staff image, the leader image, the product and the brand image three angles, Omni-directional makes the enterprise image .Through this research, the author tries hard to widen the approach for enterprise crisis management, and improve the theoretical frames for this field; hope the ideas developed and constructed in the research can be used as reference in crisis communication and the image establishment in corporations.