The Rhetoric And Communication Effect Of Network Crisis Public Relations

In the modern society, the changes of enterprise crisis and adversity and challenges. With the development of electronic information technology, combined with the enterprise crisis events and consumer’s natural correlation, a concern enterprise crisis event will in the shortest possible time with the current network world.So, enterprises in crisis events, on the Internet should use what kind of rhetorical means to construct an open text, to convince the audience and the audience to achieve "the same" pr purposes, is the problem that each enterprise is very concerned about The purpose of this study, therefore, is the integrated use of rhetoric theory, metaphor theory and the theory of crisis communication. Through the analysis of network public relations, classic and widely influential in the history of public relations case, to observe the enterprise use what kind of rhetorical devices in the network public relations to persuade the audience to accept information, the effect of these measures, it will help the rhetoric purpose, namely the letter should be "what to say, how to say, can have the effect" of the problem. Through to these questions to explore, on the one hand, can describe the enterprise in crisis situation how to use the letter to the rhetoric, dissolve the crisis; On the other hand can also help improve the reading letter netizen rhetorical flair, thus a better understanding of rhetorical motivation of the enterprise.With the "enterprise using different rhetorical devices will lead to different communication effect" such a hypothesis, this study selected the 2010 "3 q" event generated by the letter as the main research corpus, combined with 2010 other influential or in some kind of rhetoric means widespread application has prominent case as auxiliary. Letter corpus of text based on case analysis and comparative analysis, the author found that:(1) 360 companies in the open letter, the whole process of development, the crisis is not only the use of rhetorical devices in number than tencent, and each one rhetoric have more abundant rhetoric application, to increase the rhetoric of artistry and readability. And tencent couldn’t at all stages of the crisis using the appropriate rhetoric; (2) compared with 360, tencent in the emotional appeal to and sympathy for the same use of rhetoric means smart enough, the early stage of the rarely used, late again appear too hard and confessions way is plain disgusting, but with irrevocable part of the audience’s heart; 3. Tencent company has slightly some rhetoric of personality shaping, failed to highlight the "I" and 1". On the one hand, objectively, because 360 attack "against the evil", on the other hand is due to open letter directed tencent company itself didn’t good convey enterprise leader’s noble character, failed to take the character to the tencent company’s corporate values.Finally, the author on the basis of the above research results, put forward to improve enterprise network public relations rhetoric strategy and way of discussion and thinking:(1) the development of the crisis by using different rhetorical devices have different stages; (2) the reasonable use of rhetoric means to enhance persuasion, to grasp the principle of moderation; (3) reshaping corporate rhetoric personality-persevering, I good against evil, corporate crisis as an opportunity. Comprehensive the above, the enterprise through the reasonable use of rhetorical devices in order to achieve better communications rhetorical effect at the same time should also be aware of the limitations of rhetoric, to realize enterprise only through increasing product quality and the prestige, can obtain the trust of the consumers.