A Study Of Enterprise Crisis Public Relations Strategies In Network Environment

The paper discusses the developing trends, characteristics, and problems of network environment and its influence upon enterprise crisis public relations, based on which, some strategies and measures for enterprise crisis public relations in the network environment are put forth. Finally, the issue of caution against enterprise crisis in the network environment is discussed. The author's main viewpoints are as follows:With the trends of the covering scope of network environment becoming wider and wider, communication deeper and deeper, more and more people involved, and new communicative channels proliferating, the network environment has the characteristics of rich contents, instant usage of information, multiple access in communication and emotional exchanges. Besides, there is another feature of the convergence of the network and traditional media. While it is developing rapidly, the network environment has problems with authenticity, entireness and authority of information. Furthermore, the network environment is lacking in effective legal system to normalize and guide. The characteristics and the problems of the network environment exert profound influences on enterprise crisis public relations: firstly, the network environment affects the speed and scope of crisis message communication; secondly, it affects the controlling power of enterprises over crisis messages.Only when enterprises face the network environment squarely and develop proper crisis PR strategies, can they change network environment into developing opportunities. Their crisis information strategies include the following: firstly they should listen to critical opinions and collect information on public opinion; secondly, they should take initiative in issuing information; thirdly, they should strangle the negative message sources while providing positive message. By effective controlling of information, guiding public opinion should be done well. Enterprises should also use network media, and integrate various sources to change the unfavorable into the favorable, and treat different media accordingly. In the network environment, enterprise crisis PR should also operate systematically and take all stakeholders in consideration, revealing the general problems implicit in the special crisis event to dilute the crisis. The crisis PR in network environment should start at crisis caution. Enterprises should make use of network environment for the purpose of caution against crisis and communication, guide public opinion, and reinforce interaction with the public, so as to remove crisis and rebuild good corporation image.