A Study On Public Relations Crisis Management Of The FMCN Anti-Hunting

With more and more Chinese private companies getting listed in the oversea security market, many of these companies had become the victims of the China Concept Stocks Killer such as Muddy Waters and Citron when these China Concept Stocks companies felicitated that the requirements of Reverse Takeover (RTO) being lower under the going short in the oversea market. It is worthy of being studied how Focus Media defused the Muddy Waters’s interest-oriented malice with its perfect public relation management systems being aimed at the internal and external public and carrying out with the scientific anti-hunting crisis management policies and solutions when facing the sudden attack from the Muddy Waters.The paper deeply analyzes the politics, economics, social, legal and technical etc external environmental factors of the Focus Media anti-hunting using the PEST model. Then, the paper analyzes the public relationship management of the Focus Media, deeply analyzes the internal and external public relationship management of the Focus Media and points out that the successful shareholder relationship management especially the management of the relationship of the strong stock holders and the rating organization is one of the strengths of the Focus Media and also one of the deciding factor of the Focus Media successful anti-hunting. The paper also analyzes the crisis management and assesses the effect of the Focus Media anti-hunting. Finally, the paper makes a summary of the crisis management experience of the Focus Media anti-hunting based on the previous analysis.The paper concludes that in the public relation management:the public relation crisis management needed to be improved to the strategic management level, the public relation management system aimed at the internal and external public need to be set up especially the successful shareholder relationship management, perfect crisis pre-warning system also needed to be established to make sense. The paper also concludes that in the crisis management:perfect organization system of anti-hunting, the strengthening of the management of the crisis communication and the scientific crisis tactics and methods are the important factors of the successful anti-hunting.