Research On Corporate Apology Statement In Crisis Public Relations

With the development of network technology,the crisis faced by enterprises is more and more sudden,uncertain and highly destructive.In the face of crisis,more and more companies choose to issue an apology statement for public relations in order to restore the damaged image and restore the relationship with the public.How to release appropriate apology content,improve the effect of apology,and reduce crisis damage in crisis public relations has become a major challenge for corporate public relations.The effect of the apology statement is the effect of multiple factors.This study is based on the apology statement issued by Chinese companies between 2009 and 2018,combined with the relevant research results of crisis public relations,to analyze the content,release,and strategic use of corporate apologies.The study finds that the company has problems such as content convergence,improper subject,ignoring the crisis situation,and the lack of public opinion guidance after the apology.The poor performance of the apology statement will challenge the company’s operating income and image reputation.This study believes that when an apology statement is issued,the content should be based on the premise of clear offense responsibility,pay attention to the interests of stakeholders and the effect of apology text title,innovative discourse expression;when publishing,it is necessary to clarify the subject and object of the apology and proactively distribute it through multiple channels.The application of the strategy should be based on the current crisis situation,select the appropriate image restoration strategy,and keep the strategy consistent with the action,at the same time,companies should implement public opinion guidance after an apology to increase the effectiveness of the apology statement.The society is in a period of transition,corporate crisis is frequent,and the apology statement is one of the corporate crisis public relations coping strategies.If it is improperly released,it will lead to a secondary crisis.This study finds problems based on the status quo of enterprise apology and proposes optimization suggestions.It has practical reference significance for the actual crisis response of enterprises.