Abstract

recent years, Chinese mainland enterprises in product, credit, finance,

management  and  other  aspects  of  public  relations  crisis  break  out  frequently,
how  to  deal  with  public  relations  crisis  and  the  implementation  of  reliable
strategies will directly affect the enterprise's survival, therefore, how to correctly
understand and analysis of enterprise public relations crisis underlying principle
and  essence,  and  to  carry  on  the  effective  management  to  become  every
enterprise the important question. This paper analyzes, summarizes the relevant
research results, according to "the principle of strategy of " train of thought, put
forward a set of scientific understanding and effective management of enterprise
crisis  in  the  new  method.This  article  is  divided  into  seven  parts,  the  first  part
introduces  the  background,  research  significance,  research  framework  and  the
innovation  of  content;  the  second  part  is  the  literature  review,  explained  the
enterprise crisis management in the course of development at home and abroad,
research status; third part is the corporate public relations is the fourth part of
the  enterprise  crisis;  crisis  PR  warning  and  identification;In  this  paper,  the
following research results achieved, one is from the structure, process, cause and
effect that three angle analysed business crisis of internal nature and law. Two is
described  for  the  management  of  enterprises  crisis  public  architecture  idea,
namely  the  enterprise  public  relations  crisis  response  plans,  management
mechanism,  three  is  selected  prior  to  the  outbreak  of  the  crisis  early  warning
management and after the outbreak of the crisis public relations of the two key
strategies  for  coping  with  crisis.  In  addition  to  conventional  crisis  public
relations  principles  and  means  of  implementation,  but  also  from  the  enterprise
interior and exterior were explained by the crisis in public relations strategy and
implement  method.  In  short,  we  hope  this  paper  can  help  enterprises  better
research  and  deal  with  public  relations  crisis  with  different  theories  and
methodsKey  words;  enterprise  public  relations  crisis;  mechanism  analysis;  system
construction. Crisis; crisis public relations

Key words; current; China; enterprise crisis public relations; research;