新媒体在企业危机公关中的路径选择及运用策略  

Path Selection and Strategy of New Media in Enterprise Public Relations Crisis

作　　者：李红燕[1] 

机构地区：[1]上海第二工业大学人文学院,上海201209

出　　处：《价值工程》2012年第27期279-281,共3页Value Engineering

摘　　要：新媒体的出现改变了信息传播的模式,使企业危机呈现出新的特点。本文分析了新媒体的传播特征,新媒体环境下企业危机公关的特点以及新媒体的路径选择。最后阐述了新媒体在危机发生的不同阶段的运用策略,为企业遇到危机时能够有效运用新媒体解决危机,最大限度地降低危机带来的危害提供建议。The emergence of new media has changed the mode of information dissemination and made enterprise crisis presenting new features. This paper analyzes the propagation characteristics of the new media, the path selection of the new media and the characteristics of the enterprise public relations crisis. Finally new media strategies in different stages of the crisis are described to provide advices for enterprise using new media to resolve the crisis effectively and minimizing the harm at most.

关 键 词：企业危机公关 新媒体 路径 运用策略 

分 类 号：G20[文化科学—传播学]