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背景:近两年来,中国经历了“非典”、“禽流感”等重大社会性危机事件的洗礼,而波及全国的企业危机事件也越来越频繁。阜阳“奶粉”事件、杜邦“特富龙”事件等给企业、所在行业乃至社会都造成了极大的影响,“事件”、“危机”、“危机管理”已成为媒体报道中经常出现的关键词。在这些危机事件的背后,我们一方面看到了政府对危及公众利益事件惩治力度的加大,公众维权意识以及媒体传播力度和广度的空前提高,另一方面也看到了大部分企业对危机的预警不到位、不及时,危机处理缺乏经验,缺少训练有素的危机管理人员。在中国公关协会举办的第二届现代企业危机管理国际论坛上,来自跨国公司的企业代表和国内咨询公司的专业人士就危机公关中如何做到有效的媒介发布执行和媒介沟通等问题作了相关的讨论。
Background: In the past two years, China has experienced the baptism of major social crises such as “SARS” and “bird flu”, and the crisis in enterprises that has spread throughout the country has become more and more frequent. “Fuyang” “milk powder” incident, DuPont “Teflon” incident to the enterprise, industry and even society have caused a tremendous impact, “event ”, “crisis ”, “crisis management ”Has become a frequent keyword in media coverage. Behind these crises, we have seen on one hand the government’s efforts to punish those endangering the public interest, the awareness of the public rights protection, and the unprecedented increase in the intensity and breadth of media dissemination. On the other hand, we have also seen the warnings of most enterprises on the crisis Not in place, not timely, lack of experience in dealing with the crisis, the lack of well-trained crisis management personnel. At the 2nd International Symposium on Crisis Management in Modern Enterprises organized by the PR China, business representatives from multinational corporations and professionals from domestic consulting firms made relevant discussions on how to effectively implement media release and media communication in crisis public relations discussion.