The Research Of Enterprise Public Relations Crisis Management System Construction

More and more modern enterprises subject to the challenges of sudden crisis, the enterprise public relations crisis began from businesses with a specific public relations crisises evolved into a involving widespread public crisis which is impact whole image and reputation of the enterprise. The enterprise has entered a dangerous period of a high degree of public relations. How does the enterprise construct its own public relations crisis management system to solve the public relations crisis effectively, which has increasingly become a hot research field of enterprise management topics.This paper on the basis of the study of the enterprise crisis management literature, and survey the sample enterprises combining with questionnaire of the enterprise public relations crisis management and statistical analysises the existing problems and shortcomings of enterprise public relations crisis management in enterprises:the lack of the entertprise public relations crisis management philosophy, inadequate of the entertprise public relations crisis management resources preparation, lack perfection of the entertprise public relations crisis management system, weak enforcement of entertprise public relations crisis management. Building public relations crisis management system from a strategy and tactic two levels,based on the theoretical foundation of systems theory and contingency management theories and so on. The construction of the public relations crisis management system from strategic level,including: concepts of the public relations crisis management, security of the public relations and crisis management organizations , security of the public relations and crisis management system. The construction of the public relations crisis management system from tactic level,including:management execution (recognition and identification of public relations crisis, flexibility to handling public relations crisis, communication and coordination of internal and external, control of public relations and crisis management);policy choice(proactive policy,appropriate prompt policy,honesty policy,public first policy,second-level communication policy).Its application to The Easting "Return" event of a crisis public relations in March 2008, verifies the feasibility of the public relations crisis management system.