The Research Of China Enterprise Crisis Public Relations Against The Background Of The Melamine Incident

In today's complex business environment, modern enterprises are facing various crises all the time because the threat of birth out of the crisis in corporate public relations, crisis public relations organizations to prevent the occurrence of a crisis, managing the crisis has occurred, so that crisis to the organization want to develop a series of objectives of general public relations activities.How do I get rid of the threat of crisis, good public relations crisis, reducing the damage caused by the crisis, and found opportunities to managers of enterprises has always been a big challenge.2008 outbreak in China, the "melamine" incident makes Sanlu, Mengniu, Yili and other dairy brands in the national life and death crisis. In this context, this paper, melamine incident, the main followed by the new situation from the crisis public relations, crisis early warning and identification of public relations, crisis PR response to treatment, the development of China's enterprises the crisis public relations, and several other parts of the new direction to make discussion, focusing on the use of the crisis a detailed analysis of the principles of public relations of Chinese enterprises currently in crisis, the problems in public relations, public relations events and other crises, compared to highlight the importance of public relations crisis,Pointed out that the enterprise is a public relations crisis, an important part of enterprise management. Sanlu incident, there is a serious lack of corporate public relations crisis, owing to the indifference of corporate social responsibility, crisis public relations sense is not strong, relevant departments of supervision, we must learn from their mistakes, attach importance to corporate public relations crisis, and take the road of scientific management.To this end, the crisis of corporate public relations research, and actively organize and establish a set of crisis monitoring, prevention and rapid response system and operating mechanism, lessons learned, to explore the crisis in the "business opportunity" without delay.