Study On Media Organizations Own Public Relations

In recent years, media requently played as the protagonist in various farces andscandles, leading to a crisis of credit for the public. Behind the crisis reflects the transformof the media environment, and this environmental transform proposes new crisismanagement requirements for media per se.This paper, in the perspective of Crisis Public Relations (PR), contextualizes mediaunder the "era of digital mediation" and takes its specific crisis management problems asresearch subject. By analyzing three crisis events that is highly representative in2013, theauthor concludes the crisis management problems of the media in three aspects: Firstly,the media in China are universally lack of the conciousness of crisis management.Secondly, tactics and machenism for crisis PR barely exist. Thirdly, the emergence andimpact of "we media" becomes increasingly challenging for traditional media in crisis PRarea.After concluding and analyzing the particularity emerged during crisis PR in Chinesemedia, the author, by integrating the theories of Crisis Public Relations and successfulcrisis PR examples in China, argues that when coping with public crisis, it is important forthe media to apologize in time, to take responsibility with nerve, to keep humble, tospeak cautiously, to communicate actively, and to be completely honest. The authorparticularly stresses that the change of the form of public relations the "era of digitalmediation" cannot be neglected. Hence, she believes that both the philosophy andpractice of crisis PR should be taken into consideration for Chinese media so thatappropriate principles and tactics can be developed. Lastly, the author strongly suggeststhat the best way to deal with public crisis is to prevent its emergence since the verybeginning. In addition to stengthen the awareness of crisis, the prevention from crisis forthe media relies on the reconstruction of its social function and the improvementof working quality of the media practitioners.