企业危机微博传播的公关应对
发布时间：2018-08-27 13:00
【摘要】：传统媒体时代,企业危机的公关策略主要是以召开新闻发布会的方式解决,或者是在电视、报刊等传统媒体上发表公开声明。但是,当今时代已经进入了新媒体的传播时代,企业危机公关不能再默守陈规,无视微博等新媒体的传播效果,固步自封。微博所特有的传播机制为企业公关带来了新的问题与思考,独特的功能与传播方式使其成为了企业危机公关的重要策略之一,也为危机公关增添了很多不确定因素。抛开前几年的微博公关案例,仅看2016年发生的企业危机事件就足以分析出企业危机的微博传播路径。通过对成功案例和失败案例的比较分析,希望能为企业的公关策略带来一些新的启示与思路。在此背景下,本文将通过研究具体案例中微博所发挥的作用,包括不同参与者,不同时间段等具体方面的分析来丰富与完善企业的危机公关策略。在探讨微博正常运营策略的基础上,在提出具有针对性的微博公关策略,为企业微博公关领域的研究做出梳理性的建议。
[Abstract]:In the era of traditional media, the public relations strategy of enterprise crisis is mainly solved by holding press conferences, or issuing public statements in traditional media such as TV, newspapers and periodicals. However, the present era has entered the new media communication era, corporate crisis public relations can no longer observe stereotypes, ignore Weibo and other new media communication effect, self-fixation. Weibo's unique communication mechanism has brought new problems and thoughts to enterprise public relations. Its unique function and communication mode make it one of the important strategies of enterprise crisis public relations, and it also adds a lot of uncertain factors to crisis public relations. Aside from Weibo's public relations case in previous years, just looking at the enterprise crisis incident in 2016 is enough to analyze the path of the corporate crisis. Through the comparative analysis of the successful cases and the failure cases, the author hopes to bring some new enlightenment and thinking to the public relations strategy of the enterprises. In this context, this paper will enrich and improve the crisis public relations strategy by studying the role played by Weibo in specific cases, including the analysis of different participants, different time periods and other specific aspects. On the basis of discussing Weibo's normal operation strategy, this paper puts forward a targeted Weibo public relations strategy, and makes a combing suggestion for the research on the field of public relations of the enterprise Weibo.
【学位授予单位】：海南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.3;G206
本文编号：2207366
[Abstract]:In the era of traditional media, the public relations strategy of enterprise crisis is mainly solved by holding press conferences, or issuing public statements in traditional media such as TV, newspapers and periodicals. However, the present era has entered the new media communication era, corporate crisis public relations can no longer observe stereotypes, ignore Weibo and other new media communication effect, self-fixation. Weibo's unique communication mechanism has brought new problems and thoughts to enterprise public relations. Its unique function and communication mode make it one of the important strategies of enterprise crisis public relations, and it also adds a lot of uncertain factors to crisis public relations. Aside from Weibo's public relations case in previous years, just looking at the enterprise crisis incident in 2016 is enough to analyze the path of the corporate crisis. Through the comparative analysis of the successful cases and the failure cases, the author hopes to bring some new enlightenment and thinking to the public relations strategy of the enterprises. In this context, this paper will enrich and improve the crisis public relations strategy by studying the role played by Weibo in specific cases, including the analysis of different participants, different time periods and other specific aspects. On the basis of discussing Weibo's normal operation strategy, this paper puts forward a targeted Weibo public relations strategy, and makes a combing suggestion for the research on the field of public relations of the enterprise Weibo.
【学位授予单位】：海南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.3;G206
【参考文献】
中国期刊全文数据库 前8条
1 靳琰;孔璐璐;;新媒体语境下的网络泛娱乐化机理探究[J];现代传播(中国传媒大学学报);2016年12期
2 刘英贵;李海峰;;新媒体传播中精准广告的营销方式研究[J];当代传播;2013年04期
3 姜庆志;冷向明;;公共危机管理中的公民参与:价值、困境与路径选择——基于社会资本范式的研究[J];理论与现代化;2012年01期
4 李海峰;;微博对突发事件的影响作用探究[J];宁波大学学报(人文科学版);2012年01期
5 袁立庠;;微博的传播模式与传播效果[J];安徽师范大学学报(人文社会科学版);2011年06期
6 李瑗瑗;;微博舆论的形成机制及特点分析[J];新闻界;2010年06期
7 吕航;张婷;;微博传播环境下舆论生成初探[J];新闻传播;2010年06期
8 秦恒;媒介品牌建构研究[J];中南民族大学学报(人文社会科学版);2005年02期
，本文编号：2207366
本文链接：https://www.wllwen.com/xinwenchuanbolunwen/2207366.html
