A Crisis Public Relation Study In NONGFU Spring Company’s Standard Affair

In this article, I will do a case study on how NONGFU Spring Company making use of crisis Public relation skills to solve problems during its whole process from quality affair to standard affair, using crisis communications theory. I will also compare it with MacDonald’s3.15event, in which Macdonald Company took advantage of SINA Microblog to quickly solve the crisis. Through these cases, I will further analyze the characters and patterns of companies’crisis management, as well as chances and challenges companies have to face. Finally, I will discuss the relationship between media and companies through the case of the fight between NongFu Spring Company and Jinghua Times.With the rapid development of Internet and social media, new media gradually become popular among public. From online forums and blogs to Microblog and Wechat, we can see that a bunch of new media forms and platforms have successfully developed in recent years. At the same time, the characters of promptness, fastness and interactiveness of new media have been constantly enhanced. Benefited from all of these new developments of Internet technology and new media, crisis communication and crisis public relations have moved on to another phase, which is distinct from traditional patterns. In this process, public relations will develop into a new stage as well.The methodologies I will use include case study, textual analysis and online survey, combining communications and management theories. I will try to use these methodologies and theories to analyze and solve the thesis.