ABSTRACT

ABSTRACT

Along with economic development, social crisis era has arrived, the crisis

would be a very modern sense of the word, the enterprise crisis is in the economic
life  of  people  more  and  more  attention,  through  proper  handling  public  relations
crisis after the fog, we tell about correctly dealing with the crisis public relations to
protect the baby -- competitive intelligence and how to correctly use public resources
platform,  to  resolve  the  crisis  of  modern  media.  Before  the  crisis,  competitive
intelligence  can  by  virtue  of  the  competitive  environment,  competitors  dynamic
monitoring,  evaluation  of  enterprise  own  existence  hidden  danger,  timely  warning,
public relations work to intervene quickly, can avoid to resolve the crisis in the bud;
when  the  crisis  erupted,  competitive  intelligence  can  reflect  the  rapid,  rapid  is
collected, analysis of various aspects of the information, make accurate judgement,
to  form  the  correct  strategy,  the  crisis  public  relations  event  on  the  damage  is
reduced to the minimum, which can capture the crisis public relations hidden behind
the  opportunity,  enhance  corporate  image,  danger  opportunity.  Network  public

relations crisis for the enterprise to enhance the brand has great significance, through

a network of crisis public relations strategy, make the brand image of the enterprise
better. After the crisis, we must have the courage to take responsibility. Since then,
the  public  will  be  concerned  about  two  issues  :  one  is  the  interest  problem,  so  no
matter  which  is  right  and  which  is  wrong,  the  enterprise  should  assume
responsibility. As far as possible to make up for the victims, in order to prevent the
event  expanded.  On  the  other  hand  is  the  emotional  problem,  the  public  is  very
concerned  about  whether  the  enterprises  attach  importance  to  their  own,  so
enterprises should stand in the position of the victim in sympathy and comfort, and
through the news media public apologies, and thus won the public's understanding

and trust. In the communication process and the victim, to maintain a sincere, first of

all to have sincerity, for this, should be the company's top leadership for the victim to
apologise, secondly to sincere attitude, humility, and treat the cause event, to be

honest, seek truth from facts.

Key words:

Crisis public relations Marketing public relations Crisis marketing