网络环境下企业危机公关策略的研究摘要随着互联网、移动互联网的迅速发展，当今社会进入了一个信息化的网络时代。与传统媒体时代相比较，网络时代中的信息发布机制发生了颠覆性的改变，信息传播也变得更加广泛和便捷。人人都可以成为一个自媒体，人人也都可以是信息传播者。这虽然能够为企业提供一个快捷、方便、高效的发展平台，但也为企业危机公关带来挑战。企业只有认清网络环境下的形势，采取及时有效的企业危机公关策略，才能在危机频现的网络环境中立于不败之地。本文从选题的背景和意义入手，介绍了与本选题有关的理论知识。在对新媒体与传统媒体对比的基础上，总结了网络环境下企业危机公关的新特点，并结合案例分析了企业危机公关的策略误区，进而有针对性地提出网络环境下企业危机公关的策略。关键词：网络环境；危机公关；策略TheStudyofEnterpriseCrisisPublicRelationStrategiesinNetworkEnvironmentAbstractWiththerapiddevelopmentofInternetandmobilenetworkservices,today'ssocietyhasenteredaninformationera.Comparedwiththetraditionalmediaera,theeraofinformationnetworkdisseminationmechanismoccurreddisruptivechange,informationdisseminationhasbecomemoreextensiveandconvenient.Everyonecanbecomeaself-media,everybodycanbeadisseminatorofinformation.Althoughthiscanprovideenterpriseswithafast,convenient,andefficientdevelopmentplatform,italsobringschallengestotheenterprisecrisispublicrelations.Onlywhenenterprisesrecognizethesituationinthenetworkenvironmentandtaketimelyandeffectiveenterprisecrisispublicrelationsstrategiestobeinvincibleincrisisfrequentnetworkenvironment.Fromthebackgroundandsignificanceofthispaper,itintroducesthetheoryandknowledgerelatedtothistopic.Inthenewmediaandtraditionalmediabasicofcomparison,itsumsupthenewfeaturesoftheenterprisepublicrelationscrisis,andanalyzesmisunderstandingoftheenterprisecrisisbasedoncases,andthusputsforwardtheenterprisecrisisPRstrategyinnetworkenvironmentspecifically.KeyWords:networkenvironment;crisispublicrelations;strategies目录1绪论..........................................................................................................................................21.1选题的背景..................................................31.2选题的意义..................................................31.2.1选题的理论意义.........................................31.2.2选题的现实意义.........................................42相关理论基础.....................................................................................................................42.1关键概念....................................................42.1.1公共关系...............................................42.1.2企业危机...............................................42.1.3危机公关...............................................42.1.4危机公关策略...........................................52.2危机公关的原则..............................................52.2.1承担责任原则...........................................52.2.2速度第一原则...........................................52.2.3真诚沟通原则...........................................52.2.4系统运行原则...........................................62.2.5权威证实原则...........................................63网络环境下企业危机公关的新特点.....................................................................63.1网络媒体与传统媒体的对比....................................63.2网络环境下企业危机公关的新特点..............................74网络环境下企业危机公关案例分析.....................................