新媒体时代非政府组织应对公关危机的策略选择——以中国红十字会“郭美美事件”为例  

The Strategy Choice of Non-Governmental Organizations to Deal with the Public Relations Crisis in New Media Era——Taking the Case of Guo Meimei Incident of the Red Cross of China

作　　者：张慧玲 赵格格 ZHANG Hui-ling;ZHAO Ge-ge(Shanxi Normal University,Linfen Shanxi,041004)

机构地区：[1]山西师范大学马克思主义学院,山西临汾041004

出　　处：《山西大同大学学报（社会科学版）》2020年第6期125-128,共4页Journal of Shanxi Datong University(Social Science Edition)

基　　金：国家社会科学基金项目“明清以来湘黔苗区民间信仰与乡村治理关系研究”(18CZJ023)。

摘　　要：当前,以微博为主要代表的新媒体以其传播速度快、波及范围广、高互动性等特征已经发展成网络公共舆论的前沿阵地,为公关危机管理提供机遇的同时,也提出了新的挑战。中国红十字会作为非政府组织在“郭美美事件”发生后,面对公关危机管理表现出诸多不足。因此,非政府组织应树立正确的公关危机管理意识,重视新媒体在公关危机管理中的作用,成立专业部门并培养专业人才,搭建沟通平台,及时进行舆情监控并发布信息,满足公众知情权,有效应对公关危机,塑造良好社会形象,提升公信力。At present,the new media represented by micro blog has developed into the forefront of network public opinion because of its fast transmission speed,wide coverage and high interactivity,which not only provides opportunities for public relations crisis management,but also puts forward new challenges.As a non-governmental organization,the Red Cross Society of China has shown many deficiencies in public relations crisis management after the"Guo Meimei"incident.Therefore,non-governmental organizations should establish correct awareness of public relations crisis management,attach importance to the role of new media in public relations crisis management,set up professional departments and train professionals,build communication platform,timely monitor public opinion and release information,meet the public's right to know,effectively respond to public relations crisis,create a good social image,and enhance public credibility.

关 键 词：非政府组织 公关危机 新媒体 

分 类 号：G206.4[文化科学—传播学]