The Issue Managemengt Of The Enterprise Under The New Media Environment

Western crisis communication has been researched since 1980s. It has developed and gradually branched out into two schools of thought, which are "management" and "communication". The former take system, power, and resources in crisis as a core. The later focus on communication, consensus and trust. Moreover, it was applied to detect the development trend and crisis prevention of company, integrate with communication in its long process of development and finally evolved into a new management philosophy:issue management. Nowadays, with the rapid development in new media, it has been concerned by all walks of life that the issue management constantly shows the effectiveness of helping enterprises to control crisis.This paper is presented in the social context that new media is developing rapidly and is applying widely. New media’s communication brings challenge to firms of deal with crisis, and traditional crisis management cannot always address crisis effectively. The thesis that issue management could play a more active and effective role is raised based on reality.Based on review of concerned theories and viewpoints, by sum-up and combined with the successful issue management of KFC, use method that practice was guided by theory. This article discusses about how a company copes with crisis under new media environmentIn practice of issue management, KFC pays a lot attention to establish and maintain the good status of their company and build the special enterprise culture in their firms. Moreover, KFC improve itself ability to lead and handle issue management by advance publicity through" advertising, interacting in social networking platform and etc. In the outbreak and the evolution of the "mutant chicken" issue, KFC responded quickly and faced public criticism with positive and sincere attitude. KFC takes full advantage of social networking platform (eg, official Weibo), grasp the press and the opinion leaders to minimize conflict step by step and redirect the issue toward good way. Finally, change danger into safety. Although KFC is inexperienced in the "mutant chicken" issue, the strategy of issue management is of great research significant. Based on this case, the writer along with the research ideas of "surface to the spot, then from point to surface" in order to find applicable method of crisis management under new media environment.Through the analysis of this article, the writer believes that "how to control the issue" is the core of the issue management, and it is also the advantage of the traditional crisis communication.To adapt effective measures in the origin, development, expansion and the end of each stage of issues,to grasp the issue of evolution fundamentally, can take precautions against and confident.The mass media, especially new media is the main body to promote the guidance of public opinion,the direction key is opinion leaders which guide the issue tends to the benefit of their own development.Grasping the two core problems in the issue management is the most powerful guidance which the communication theory to the social practice.At the same time,with the progress of practice, the theory of innovation can not be stagnant, issue management is still in its infancy, so it need more scholars and enterprises’researches.In a word, in a special era of social transformation, the pursuit of survival and development of enterprises must adapt to the environment, establish strong sense of crisis,make unremitting efforts to explore in the way of issue management.