Research On Corporate Crisis Public Relations Strategy Based On Network Communication Environment

In the tide of market economy,every enterprise may have crisis at any time,and the production and operation of enterprises will encounter some problems inevitably.If the crisis is mishandled,it will wipe out the achievements of years of hard work.It is an issue that modern enterprises should attach importance to the awareness of crisis and prevent crisis.In the information communication environment,the global integration process accelerates,and the spread of crisis is facing new environment and changes.Under the influence of network characteristics,the outbreak intensity of the crisis is greater,the spread speed is faster,the scope is wider,and the network consensus caused by the crisis is more difficult to control.The evolution of this crisis requires enterprises to adapt to the changes of the Times,using the information communication environment and the internet technology to enhance their ability to deal with crisis.How to prevent the crisis that is an important issue for the department of public relations.‘Crisis is as ruthless as fire.' Every staff of the department of public relations will describe it like this.Public relations like firefighters,solve public relations crises just like firefighters put out fires.However,the focus of the firefighting is not only on the fire itself,but also on the whole process of firefighting.Because every part of the crisis public relations process will affect the operation and development of the enterprise,careless handling may trigger a new crisis.Based on the key concepts and the related theory of this thesis,to define the relevant concepts of network communication environment,public relations and crisis public relations.In addition,this paper discusses the theories related to this topic,including the theory of agenda setting,the theory of "gatekeeping",the theory of organization communication,and the combination of network communication environment and corporate crisis public relations.This paper summarizes the current situation of corporate crisis public relations and analyzes the influence of network communication environment on crisis public relations.According to the crisis life cycle,the general process of crisis public relations is expounded.Finally,through the analysis of the public relations cases at home and abroad,the author puts forward some suggestions on corporate crisis public relations strategy.