Research On The Defects And The Mechanism Of Enterprise Public Relations Crisis Management In China

With the rapid development of the economy and science technology, competition among enterprises is becoming more fierce in China.The society pay more and more attention to service society. People care more about the spiritual life and the substantial life. The consciousness in safeguarding has been strengthened rapidly.People have higher requirement for product offering and service level. The public relations crisis aroused by the growing consciousness in safeguarding.For example, Contac PPA disturbance, Sanlu milk powder melamine incident, Haagen Dazs " TSKF black workshop" event, Kangshifu "water gate" incident, LG renovation of the incident, Shuanghui clenbuterol event.Enterprise’s handling of the crisis has manifested the enterprise to control the level and ability of crisis management after the public relations crisis. How to effectively deal with public crisis, establish and maintain enterprise good public relations, has become a great concern of the field of business management. From the current domestic and foreign experts on the research of crisis management, a more mature theoretical results has formed. But the research on the theory of crisis management mainly focus on the microscopic enterprise management level. The crisis management theory focus on the solution to the crisis, strategy, crisis of the stage and the characteristic of the problem, and not with the management mechanism to study. This paper is based on the situation, drawing lessons from the current crisis management theory, through the questionnaire survey and analysis of public crisis management of enterprises, summarizes the defects existing in the public crisis management of enterprises in China, further thoughts on how to construct the public relations crisis macro and micro management mechanism, which has important theoretical significance for enterprises to better cope with the public relations crisis.The first part is introduction, mainly explains the background, research significance, research status at home and abroad review, research and innovative points in this paper. The second part is the corporate public relations crisis management, including four parts: the definition of public relations crisis public relations crisis, the causes of public crisis management, the basic principles of public crisis management, the meaning of public crisis management. The third part describe public crisis management in present situation from the corporate public relations awareness survey, enterprise crisis public relations is the main reason, main types of enterprise crisis prevention, preparation, crisis management institutions and enterprises the relationship between the media and the six angles of the enterprises through the questionnaire survey way in China.The fourth part of the practical cases described defects of corporate public relations crisis management: corporate public relations crisis management system is not perfect, the lack of integrity and sense of responsibility, lack of resources and support, corporate public relations crisis management execution weaker companies do not good relations with the media, the corporate alliance facing a common crisis.The fifth part of corporate public relations crisis management mechanism built from two aspects of the macro-and micro-management management. The concept of macro-management mechanisms include:establishment of good public relations crisis management philosophy and culture (honesty, compliance management philosophy; concept of service for consumers; prepared for danger in times of peace concept; team philosophy and corporate centripetal force; take the initiative to take risks, to assume responsibility), the establishment of a public relations crisis management resources and support (material resources, human resources), the establishment of public relations crisis management system to protect the (pre-crisis prevention and early warning system; processing system during the crisis; feedback system after the crisis).Micro-management mechanisms include:to establish PR crisis contingency Smart mechanism, the establishment of a positive and effective internal and external communication mechanisms, the establishment of the network crisis management and communication mechanisms, the establishment of public relations crisis repair mechanisms.In this paper, literature research, surveys and statistical research method, comparative studies, case analysis method described.The innovation lies in crisis management and macro management mechanism, the establishment of micro-management mechanism linked to the strategic level planning public relations crisis management, at the same time, the execution and application of the system is the key link to deal with crisis events.