Food Safety Incidents In The Enterprise Crisis Public Relations Media Strategy

Since our country’s food topic has changed from solving the demand and supply problem to the solving the food’s safety issue, nowadays government and the media focus more and more on the food’s safety issue with the public’s self-protection awareness increasing. The changes of corporate external environment such as development of science and technology and increased competition not only bring benefit and huge developing space for the corporation but also bring variety of crisis due to an era of high-risk currently in China. Food safety enterprises, which undertake the task to ensure food safety and guard people’s life safety, now frequently encounter the food safety crisis. It is a hard problem for business managers to seriously think about, such as how to get rid of bad impact brought by the food crisis and how to seek opportunity and new development from the crisis. It is very important to learn about the role of various media resource and to use media resource to conduct crisis public relation during the food safety crisis.This thesis does the research on the media and public relation strategy of food enterprise during the food safety crisis through applying management, public relation, journalism and communication theory and knowledge and also combining several food safety crisis cases happened in recent years. We analysis in depth on the media and public relation strategy when food enterprise encounters the food safety crisis and pointed out some incorrect media strategy during the crisis public relations, and also discuss in detailed on the problem of how to make good interaction with media to avoid food safety risks and how to solve the food safety crisis and repair corporate image during the crisis in order to offer reference significance when the companies directly encounter food safety crisis.The article contains five parts. First, we briefly describe the research background and significance of the paper and the problem to solve, and sorted out the related books and journal papers on crisis management, crisis PR and food enterprise safety crisis PR. Secondly, the concept of food and the characteristic of food security crisis are summarized, and then the definition of enterprise crisis public relations and the rules for food corporation are theoretically generalized. Thirdly, we point out that there are some conflicts between corporation and media during the food crisis issue which include significance and benefits, and then describe the different influence on the corporation due to the media’s non-rational reports and objective true reports during the food safety crisis, and also point out that error media behavior such as not dealing with media, perfunctory media, against media and money PR and so on could bring adverse effects on overcoming the crisis through analyzing several food security crisis cases in recent years. Fourthly, we summarize the right media strategy of crisis public relation by combining some correct actions of some corporation during the food security crisis. The right media strategies of crisis public relation include four views as follows. The first one is strengthening the good interaction with media usually and supervising food security by media; the second one is mastering the words initiative by speaking with one voice and selecting appropriate media as crisis information publishing platform and carefully choosing the spokesman and promptly holding a news conference; the third one is influencing the media’s agenda settings through its own issue management; the fourth one is to convert crisis to a turning point by repairing corporate image through the media after the crisis and strengthening the public’s confidence in order.