Research On Enterprises' Response To Online Public Opinions In The Era Of We Media ——A Case Study Of Tesla's Waterfall Public Relations

At present,in the era of we-media,the rapid development of Internet technology has broadened the channels of public expression and brought new challenges to Chinese enterprises in responding to online public opinions.How an enterprise responds to online public opinions and how it deals with emergencies will largely determine the public's opinion and trust in it.If the negative public opinions are handled carelessly,not only the relationship with the public will be affected,but also the brand image of the enterprise will be damaged.How to deal with network public opinions correctly and effectively,and how to deal with and guide them actively has become a common problem to be solved in the operation and management of Chinese enterprises under the modern background.Based on the 5S principle of crisis public relations,life cycle theory and crisis management theory,this study uses literature research and case analysis to explore the response to network public opinion in the current we-media era.First of all,combined with the background of The Times,this paper expounds the reasons for the emergence of online public opinions in Chinese enterprises' emergencies,sorts out their general management and communication processes,purposes and principles,and emphasizes the importance of enterprises' communication with the public in emergencies.Secondly,it conducts research on typical cases of Tesla's communication with the public in the waterfall public relations event,analyzes the public's satisfaction with corporate communication methods,and puts forward targeted suggestions and improvement strategies based on the research results.Thirdly,based on the analysis of typical cases,it summarizes the important factors for Chinese enterprises to respond to online public opinions in the era of we-media.Finally,combining theory with practice,the common problems of network public opinion faced by Chinese enterprises in the era of we-media are clarified based on the 5S principle of crisis public relations,life cycle theory and crisis management theory,and countermeasures are pointed out.Compared with the study of a single case,this study has a more comprehensive conclusion due to the typicality of selected cases and the comprehensiveness of data.At the same time,based on typical cases,this paper deeply explores the common problems of Chinese enterprises' online public opinion,which is closely combined with the background of the current we-media era.It has guiding significance for Chinese enterprises to establish an early warning mechanism of emergencies and an evaluation mechanism of their impact on the public.In addition,this study combines the 5S principle of crisis public relations,life cycle theory and crisis management theory to conduct in-depth analysis of relatively novel and typical cases,which will further expand the scope of theoretical application and provide new ideas for other scholars in this field.